This client is a family-run aluminium fabrication business specialising in manufacturing access solutions. They design and make a diverse range of products, including aluminium scaffold towers, mobile platforms, chimney access equipment, and fully customised access systems.
Before working with us, they had experienced their worst trading year on record. Relying solely on word-of-mouth referrals and sales agents, they had no way of generating business directly. Their website delivered nothing in terms of leads and didn’t even rank on Google for their own branded products.
Their goals were clear: increase turnover and profit, raise their brand profile, and establish a steady flow of new enquiries, enabling them to improve profit margins by selling directly rather than through agents.
So we created a marketing strategy tailored to these goals and to a restricted budget. This included optimising their website for search engines to improve online visibility, implementing HubSpot CRM to manage all leads & enquiries, and creating targeted PPC campaigns to drive high-quality traffic. Here are the results in summary:
Here's how we did it:
Following competitor analysis, keyword research and business analysis, we designed a tailored marketing programme. This programme included:
Here are some of the key marketing achievements:
SEO results have been steadily and continuously increasing for years now, enabling this business to overtake competitors and agents that were ranking above them (sometimes even for their own branded products). This increased visibility has meant more clicks to the website from people searching for their products:
With no dedicated salespeople, there is little/no follow-up of leads and enquiries in this company. So we've started sending regular email campaigns to past leads to stay in touch, remind them of the products, and keep our client 'top of mind.' It's a small but growing database, and the engagement rates are strong, and the emails have triggered further enquiries from past contacts.
Factoring in the SEO progress, the Google Ads, and the email marketing, overall website traffic is going from strength to strength, and has now doubled from its starting point:
This growth in visibility, plus the work we've done to improve the website, has meant more enquiries. Growth in inbound leads has been absolutely fantastic, from just 5 in month one to 44 in our most recent month:
They are now seeing a consistent flow of website enquiries, and as a result, continuous growth in sales. They are also seeing greater visibility within their industry, which has led to some larger contracts. With profitability improved, it's enabling reinvestment in new vehicles, equipment, and further growth initiatives. This is a success story we're really proud of, and we're looking forward to continuing the growth.
Since 2004, we have developed a marketing system designed to help you get more leads, build and market to a database and, ultimately, get more sales.
To start the ball rolling, request a FREE review of your current website & marketing or book a call with one of our experts to see how we can help your business.