Client Case Study.

Website Design
Social Marketing
SEO
PPC Advertising
Email Marketing

Overview.

Press and Shear supply new and used machinery to the sheet metal and fabrication industry. They have been in business for over 50 years and are proud to be associated with some of the world’s biggest and most respected manufacturers, such as RAS, Adira and Yawei.

We were approached initially to redesign their existing outdated and clunky website, bringing it up to modern standards while making it easier to use and including improved calls to action to help increase sales and quotation requests. Then, once the website was complete and live, we moved on to helping Press and Shear with their online marketing and social presence.

The challenge.

Before engaging with our services, Press and Shear, a leader in the sheet metal and fabrication machinery industry, faced several challenges that hindered their online growth and customer engagement. These challenges included:

Low Online Visibility: Despite their industry expertise, Press and Shear struggled to rank on search engines for key industry terms, limiting their exposure to potential clients.
Ineffective Digital Marketing: Their existing digital marketing efforts were not yielding the desired results, with low engagement rates in email campaigns and social media efforts.
Underutilised Google Ads Campaigns: Their Google Ads were not effectively targeted, leading to lower ROI and missed opportunities in reaching potential clients actively searching for sheet metal and fabrication machinery solutions

Addressing these challenges required a comprehensive, multi-channel digital marketing approach tailored to Press and Shear’s unique industry position and business goals. It was crucial to not only understand the technical aspects of the sheet metal and fabrication machinery sector but also to communicate the benefits of Press and Shear’s solutions in a clear, non-technical manner. This approach ensured that potential clients could easily grasp the value and advantages of Press and Shear’s offerings without being overwhelmed by industry jargon or technical details.

By simplifying the message and focusing on the practical benefits and applications of their products, we aimed to bridge the gap between technical expertise and customer understanding, thus enhancing the effectiveness of our digital marketing strategy.

Objectives.

Our goal was to enhance Press and Shear’s online presence and engagement through a multi-faceted digital marketing strategy. Key objectives included:

Strategy & implementation.

SEO (off-site and on-site).

Implemented comprehensive SEO strategies, including technical optimisations, backlink management, and content creation to improve search engine visibility.

Weekly emailers.

Designed and distributed weekly emailers focused on engaging content relevant to Press and Shear’s audience.

Email automation.

Established an automated email system to maintain continuous and relevant communication with new contacts.

Google Ads.

We deployed targeted Google Ads campaigns, focusing on ongoing optimisation and the development of new strategies to enhance website traffic and maintain strong brand visibility for Press and Shear.

Social posting.

Manage regular and strategic social media posts to enhance brand visibility and audience engagement.

UX / conversion improvements.

Optimised website interface, including new call-to-action button placements and other UI elements, to improve user experience and conversion rates. This included the introduction of new lead magnet forms.

The results.

The multifaceted digital marketing strategy implemented for Press and Shear yielded significant and measurable results, reinforcing their position in the sheet metal and fabrication machinery industry:

SEO success: Achieved top rankings for key industry-related search terms, leading to a substantial increase in organic traffic.
Email marketing impact: The revamped email campaigns, including weekly emailers and automated systems, saw a marked improvement in open and click-through rates, demonstrating enhanced engagement with the target audience.
Google Ads performance: Targeted Google Ads campaigns resulted in increased website traffic and higher engagement, with a notable improvement in click-through rates and conversion.
Social media reach: Enhanced social media strategies led to increased followers and engagement rates, amplifying brand visibility across various platforms.
Website conversion optimisation: The UI improvements and new lead magnet forms significantly boosted the website’s conversion rates, leading to an increase in qualified leads and customer inquiries.
Overall business growth: These combined efforts contributed to a measurable increase in sales and customer acquisition, showcasing the effectiveness of the comprehensive digital marketing approach.

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A notable highlight from our recent efforts is that we’ve observed a remarkable 42.19% increase in conversions over the last 90 days compared to the previous period. This significant uptick underscores the effectiveness of our targeted strategies and continuous optimisation efforts, directly contributing to Press and Shear’s growing success.

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This impressive 42.19% increase in conversions is further complemented by a notable achievement: a 50% increase in brochure downloads. This surge in brochure engagement not only reflects heightened interest in Press and Shear’s offerings but also signals a deeper level of engagement from potential customers, marking a significant stride in our ongoing marketing initiatives.

Getting started.

We started by doing some work on the existing sitemap to weed out unused pages and improve the user journey. We researched search terms and keywords to see what the company was being found for and this would guide the way the navigation works.

Wireframing & design.

A fully working wireframe was produced to give the client a really good insight into how everything would link together and to get feedback on the user journey. We then added design elements to the wireframe such as fonts and colours to create the look and feel. It was very important to keep brand consistency for this well established company.

Functionality.

Simplified navigation
Image consistency
Quote function.
Frequent calls to action
All technical details on one product page
News section
Live chat function
Fully responsive

The result.

A fully functioning, well designed website, on time and on budget which fulfils the criteria set by the client of appearing as a professional, well established, experienced company that thrives on long standing relationships and offers high quality support. The company now has the confidence to direct potential buyers to the website, safe in the knowledge that they will be able to find what they are looking for.