ENGINEERING COMPANY WEBSITE DESIGN USING WORDPRESS
In December 2020 I helped create an engineering company website for George who was the owner of Pro Steel Engineering and Fabrication. We had been in the industry for many years & operated mainly via word of mouth together with his social media profiles. Although George felt the need to expand and reach new customers and create an online platform that he could build on and show off his work.
I was contracted to create a new website with basic SEO implementation, set up his Google My Business profile with basic optimisation & organise a range of online citations to get his online profile started. This marMy marketing execution delivered measurable results in a very short space of time and left them with a solid platform to build on.
WHAT WAS THE MARKETING BRIEF?
A fresh start with a new website.
George realised that he needed to be found online by more people if he wanted to grow and expand his business. He had social media profiles on Instagram and Facebook which was helping to generate word of mouth referrals but he wanted to to really branch out beyond that and find new clients. This is a pretty common scenario where a business owner will start their new venture and get super busy they spend so much time working in their business, they don’t have much time to work on it.
In some situations a business owner will resort to building a website using a free website builder but read my article about why site builders aren’t a good idea. In other situations a business might contract someone to build a cheap website, but that typically just acts like an online business card that nobody gets to see as it won’t have the right copywriting or SEO set up put in place.
WHAT WAS MY SCOPE OF WORK?
The available marketing budget for this project was fairly limited so I had to focus on the most important elements while creating a platform that could be added to and built on later. Some of the scope of work included setting up things like Google My Business to help with local SEO and of course putting in place data tracking so George could see how things were performing.
WHAT MARKETING RESULTS WERE ACHIEVED?
Very quickly the work was completed for this engineering company website design project returned some promising initial results.. The data from Google Search Console and Google My Business provided some early indications that the new website and online citation building was working well. The website that was created included a Home, About, Services, Contact & Gallery page which is a fairly standard set up. It would need ongoing content development to really dominate local search results & make inroads against competitors that have been established for many years.
WHAT WERE SOME OF THE WEBSITE DESIGN HIGHLIGHTS?
There are lots of little details that go into designing a website that can make the difference to SEO results and converting visitors into enquiries / sales or leads. These elements have to work together to help generate traffic but once a person has arrived you have to have the right information to convince them to buy or enquire.
WHAT AREAS REDUCED THE POTENTIAL RESULTS?
For every project there are always areas that can be improved on or that I recommend a business owner should undertake to maximise results. This engineering company website design had a focus on getting things started. So it is important to keep in perspective that a 6 x page website will have little chance of competing with other sites with hundreds of pages that have been around for many years.
WHAT ELSE COULD HAVE BEEN DONE TO ACHIEVE BETTER RESULTS?
Creating a website is just the first step to getting found online. From that point the depth and breadth of content has to be developed to turn it into a credible source of information to win keyword ranking positions.