.png?width=42&height=33&name=Vector%20(2).png){kind=small}
WEBSITE LEADS INCREASE
1000X IN A YEAR
CASE STUDY
SUMMARY
.png?width=386&height=69&name=Group%2016089%20(1).png)
WHO ARE
BRITISH ENGINEERING SERVICES?
British Engineering Services can trace their roots back over 160 years but, in this current incarnation, date back to 2015 when they became an independent organisation.
They specialise in delivering the highest-quality testing, inspections and certifications to ensure that Britain's machines keep turning.
British Engineering Services opted for Axon Garside for two major reasons.
Firstly, our holistic and comprehensive approach to both B2B website design and inbound marketing. This has been proven to get results with client after client.
Secondly, and arguably more importantly, our experts took the time to truly understand the intricacy of what is a highly complex and nuanced industry. We rapidly got to a point where the experts had faith in the content we created because we took the time early on to deep-dive into the subject.
THEIR
CHALLENGES
NO
presence within their industry
As a newly independent organisation, it was crucial for British Engineering Services to get off to a good start and make their presence felt in the industry.
This initial rush to build a brand, create marketing and sales assets and build a website meant that BES' website lacked functionality and couldn't really drive revenue as they wanted. Their website was functional in supporting sales with information but lacked effective attract and convert elements.
Another major challenge which the organisation had was the diverse nature of the operations. Their services compete across multiple markets and multiple sectors all with specific needs. They had to find a way to speak to these disparate personas constructively.
OUR
APPROACH
New
growth-driven design approach to building their website
We decided to modify and make use of existing materials to kick-start the inbound marketing campaigns so that we could create a leads pipeline as quickly as possible. The company’s Engineering Inspection Guide had been published previously but not used to increase awareness and generate opportunities.
Meanwhile, we developed a longer-term content marketing strategy using a variety of approaches including blogs, videos, slide decks, downloadable ebooks and guides, online calculators and tools.
Alongside this, we adopted a ‘growth-driven’ design approach to the British Engineering Services website. We created a launch site built around core services with a blog and resources section to house downloadable content offers. This approach allowed us to begin online lead-generation very quickly with the first leads coming in within weeks.
THE
RESULTS
Since working with Axon Garside, British Engineering Services' organic searches grew consistently over the 12 month period highlighting the impact of increased web visibility.
Increased visibility on the web, led to increased traffic on their website and a 1000% increase in leads created by the website. As a direct result of redesigning their website and implementing a comprehensive inbound approach, the company's pipeline grew exponentially to close to £4.5m.
The project helped British Engineering Services cement themselves as a key player in the industry and standout as a leader in their field.