How a New Web Site Saw Leads & Sales Sky-rocket!
The Challenge
Sharp Welding & Fabrication (SWF) is a privately owned business that caters to general engineering needs. It has been in operation for more than 75 years specialising in Engineering Services, heavy vehicle mods, truck bodies, heavy & light trailers, steelwork, certified welding and AutoCAD design from concept to completion.
As part of their marketing strategy, a website was built two years ago (see attached PDF) which unfortunately did not reflect what the business was all about. Focus on this website was on one aspect of the business only which is the highly competitive trailer construction segment. Rather than the general engineering service the business provides, SWF became known to be "trailers specialists". The company also tested numerous marketing tactics including Yellow Pages listing and print advertising in specialised publications and local newspapers. According to the owner and General Manager, they have had no response whatsoever on any of the mediums and tactics. He was also very unhappy with his 4 page website and wanted some specialised marketing advice. In order to rectify the situation, SWF approached Marketing Angels to develop a clearly articulated and consolidated brand and positioning strategy as well as advice on how to optimise or "fix" the business website.
The Process
It was obvious from the briefing with the client that the business needed
a clearer direction and positioning. The challenge was to determine a
suitable place of ownership for Sharp Welding & Fabrication to steer
the business in the direction that the owners wanted to pursue. With
limited resources, a phone interview of several key clients was conducted
to gain insight into clients' perception of the strengths and weaknesses of
the business and its service offering. The small scale research revealed
that SWF was seen to be a much bigger entity in terms of general
engineering services than just trailers and welding.
Following a brand and positioning workshop, Marketing Angels was able to work with SWF to develop a positioning statement which strongly supported the company's new desired position in the market, and then to develop a new website for the business.
Marketing Angels' project managed the development of a new 30 page website for only half the cost of the earlier website. Search Engine Optimisation (SEO) strategies and content with researched keywords were also provided for the new website as well as the blueprint of online marketing strategies to support the re-positioned business and its website.
The Result
SWF now has a new website and a clear positioning statement for their brand, which is both relevant and compelling to their target market. The new website reflects the brand and positioning and its offerings. The 'look and feel' of the new website and any other future marketing communications activity reflects the brand's new identity. Since the website went live in late February 2009, the business has obtained more leads and enquiries generated from the website alone than they did in 2008.
The Future
Marketing Angels is
constantly seeking for avenues and opportunities to improve the 'search'
friendliness of the new SWF website as well as organisations for affiliate
or referral relationships for SWF to develop lead generation opportunities.
Client Comment
"Until I had the first meeting and workshop with Marketing
Angels, I was convinced that there was little I could do to change the
direction my business was taking with the resources we had. The website was
my particular concern since it did not reflect who we are and what we do.
In fact, it was not generating any business for us at all. Working
with Marketing Angels gave me and my team the clarity and the energy we
needed to maintain a positive attitude in the current economic climate and
recognising that lateral and creative thinking in marketing can go a long
way even with limited resources."
Lee Sharp-Owner and General Manager, SWF
