Gee & Company Case Study

Background

Birmingham based Gee & Co is the UK's largest and fully self-sufficient provider of total solutions in chemical dosing for the water, industrial effluent and environmental control industries. They have been operating for more than thirty years and have more than 2,300 completed systems worldwide, which have been designed, manufactured and commissioned during this period - many of them supported by through-life service contracts.

Their existing website was dated, difficult to use and lacked the functionality to interact with clients and prospects, so we worked with them to develop a fully search optimised site which promotes the breadth and scope of their skills and which will form the nucleus of their marketing activity going forward.

Our Solution

• Keyword Research - We conducted thorough and detailed keyword research to identify keywords that Gee could gain a high ranking for. We then created optimised landing pages for each product and service.
• Structure & Usability - With many complex technical products and services, Gee's website required in excess of one hundred pages. We designed a structure that put these in a logical hierarchy, that kept landing pages uncluttered yet allowed technical buyers to drill-down for more detailed information.
• Conversion Strategy – We included prominent ‘Call To Action’ buttons on all product pages that took visitors directly to an enquiry page, resulting in a significant increase in web enquiries.
• Web & Creative Design – Gee’s pedigree is impressive and their technical expertise and creativity unparalleled. Their new site needed to reflect this stance and support their position as a leading player in their field whilst having a fresh modern look.
• Custom Programming – We have added a secure private user area where authorised clients can download technical information, having electronically applied for an account and been approved by Gee.
• Search Optimisation – Restructuring the site and providing optimised landing pages alone saw the website achieve much higher rankings than before. In addition we are conducting an ongoing search optimisation campaign that includes fostering quality backlinks, online pr, article marketing and social network marketing.
• Marketing Strategy – Via regular marketing meetings we work with Gee to help them translate their strategic goals into hard sales and marketing outcomes by selecting the most appropriate marketing tools - online or traditional - to deliver sales and profit growth.
• Online & Offline PR – We write regular press releases and other articles for Gee, and then distribute them both to online press services and to traditional industry magazines. This has helped to further raise Gee's profile and highlight the diversity of the work they are able to undertake.
• Media Buying – We design adverts for both online use and placement in industry journals, as well as advising on best placement opportunities. Our strong media relations mean we can often purchase media opportunities at very favourable rates.

Website: www.geeco.co.uk