BSF Consultants is a long-established structural and civil engineering firm whose success over the past 40 years can be attributed to its professional reputation, repeat custom and word-of-mouth. The business was recently acquired by new owners who are looking to expand its client base and reach a wider audience.
It’s fair to say that the business has had no digital presence beyond a single static landing page which was born in the 1990s, and has undertaken little or no marketing. In order to develop the business, the new management team required a modern and professional website, detailing the scope of services offered, including enticing lead generation to convert traffic.
With decades of projects under their belt, we also wished to illustrate a range of these in a portfolio, which not only provides reassurance to potential new customers by demonstrating the business’ experience but also serves as a keyword goldmine.
We were also asked to create and implement a marketing strategy in order to drive sustainable growth, but our very first part of the project is to develop a new brand identity and style.
Our talented in-house design team began by producing a raft of ideas for the new brand identity, from which we distilled a handful to present to the client and eventually worked up the final logo, colour palette, and style. The end result is professional, bold, relevant, distinctive and memorable.
The new website was developed from scratch, based on our custom CMS and designed to reflect the branding. With a clear and simple layout which focuses on the breadth of services, wealth of experience and weight of testimony, it is designed to engage users, compel and convert.
Following the results of extensive keyword research, the CMS was structured to allow easy and quick addition of landing pages to target specific search terms and phrases. The primary services and portfolio pages were also built to be dynamically served by our custom CMS, which provides a quicker development time, increased scaleability and more future-proofing. All the static pages are easily amended using our bespoke front-end editor.
It’s all very well ranking top of Google for all of your targeted keywords and providing a pretty landing page for your traffic, but the ultimate objective for any business website is to engage and convert your audience. So throughout the site you will find compelling ‘call to action’ and lead generation which we have integrated with HubSpot, as our preferred CRM system.
In terms of digital marketing, this business was starting from nothing, and as the project is still ongoing, the real results are yet to be seen. However, the website is generating leads where there used to be none, it’s ranking for 30+ key search terms and phrases where it never used to rank at all, and it’s now benefiting from significant traffic.
Great SEO and SERP results are the product of great website design, structure and content as well as long-term strategy; in the world of SEO, you can’t go from zero to hero overnight in a competitive and/or crowded space. But we’re now heading the right direction.
We are continuing work on content as part of our SEO strategy, and this same content will form the basis of our marketing campaign using LinkedIn, PPC and other platforms to reach and engage a wider audience.