Case Study

AIM: Streamlining Operations & Driving Online Growth

AIM Equipment Company, headquartered in Fishers, Indiana, is a trusted distributor of used mechanical equipment serving businesses nationwide. Despite a strong reputation, AIM’s website was costing them leads and their operations were draining staff time. Customers had trouble navigating the site, forms discouraged inquiries, and missing product visibility left buyers without alternatives for out-of-stock items. Partnering with KDG turned things around—saving nearly $90,000 annually, stabilizing operations, transforming the website into a lead-generating tool, and bringing in 20–25 new prospects every month. With these improvements, AIM finally had the space to grow.

AIM Equipment Co. logo with bold navy text and an orange arrow pointing right beneath the word "AIM," inspired by the dynamic branding seen at Widener University.

Quickbooks Migration

KDG assisted AIM with a full migration from Quickbooks to Zoho Books. Allowing them to save thousands of dollars on their accounting software. 

CRM Integration

Integrating Zoho CRM with Zoho Books allows AIM to easily track new leads and existing customers.

Optimized Pricing Forms

Using analytics, KDG created a new pricing form which would make it easier for users to fill out. This update led to an increase in form submissions and leads. 

Hidden Inefficiencies

  • AIM operated their day-to-day activities without an accountant on staff. Routine needs like tracking invoices, purchase orders, and bank deposits required dedicated support. Preparing financials for their CPA, managing drop shipments, and processing customer returns added complexity to an already overwhelming workflow.  

  • Meanwhile, the company’s website—intended to be a sales driver—was doing the opposite. Visitors were frustrated by poor navigation, clunky forms, out of stock products, and inefficient product search. Valuable leads were slipping away. 

  • AIM turned to KDG with a clear goal: simplifying internal operations while transforming their website to provide users with a much more positive experience and bring in more leads.  

It has been a pleasure working with KDG. Your team has provided helpful suggestions, both in SEO and framework, and implemented changes in a timely fashion to our website. KDG has helped provide a more inviting experience for our customers, which has increased our leads and led to more sales. I highly recommend KDG for any customer wishing to be competitive in the marketplace.

Steve Adams
President/Director of Sales
Quotation mark icon

Solutions

New Bookkeeping Methods

AIM transferred day-to-day bookkeeping, reconciliations, and financial reporting to KDG, providing AIM with professional-level support without the cost of a full-time employee.

Improved Usability

Improved website usability encouraged higher conversion rates with newly implemented modals, updated product detail pages, a user-friendly search bar, and optimized pricing form.

Digital Marketing

New web traffic was brought in with the help of SEO remediation, monthly reporting, keyword research efforts, and press releases.

Data-Backed Decision Making

Data collected from PageSense gave KDG the information necessary to make UX improvements on the site for even better results.

Exploring Key Features in Action

When users try to leave AIM’s website without finding what they need, a targeted popup invites them to share contact details so AIM’s team can follow up with product updates.

When users try to leave AIM’s website without finding what they need, a targeted popup invites them to share contact details so AIM’s team can follow up with product updates.

A new search bar placed on all pages encourages users to search for products, boosting website engagement.

A new search bar placed on all pages encourages users to search for products, boosting website engagement.

A redesigned product detail page showcases a new related products modal for customers to easily find alternatives. Intelligent popups automatically appear when items are out of stock or forms go unfilled, capturing more leads without adding friction.

A redesigned product detail page showcases a new related products modal for customers to easily find alternatives. Intelligent popups automatically appear when items are out of stock or forms go unfilled, capturing more leads without adding friction.

 

Monthly reporting provides transparency on website performance and highlights areas of success, growth, and areas in need of attention or remediation.

Monthly reporting provides transparency on website performance and highlights areas of success, growth, and areas in need of attention or remediation.

The Impact

KDG's collaborations with AIM has delivered clear results:

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  • The results were immediate and measurable. AIM gained access to professional accounting services at a fraction of the cost, $1250 per month versus an estimated $90,000-$100,000 annual controller salary. With KDG's guidance, AIM eventually reached self-sufficiency, able to manage its books independently.

  • On the digital side, AIM experience a boost in leads since coming to KDG, averaging about 20-25 new leads each month. Since implementation, the exit-intent modal helped bring in over 100 new leads while the related-products modal captured over 250 new leads which would have been lost were it not in place. Improved navigation, smarter product displays, and strategic marketing efforts began turning the website into a reliable sales engine. Customers found what they were looker for faster, inquiries increased, and frustration dropped.

  • Their partnership between AIM and KDG across 3+ engagements, from Accounting to SEO to website UI, provides a clear roadmap of how to empower an entire organization and set it up for continued growth and success.

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