An engineering company website revamp that attracted 20 times more enquiries
How client interviews, strategic writing, and fresh design has fired up a new level of interest
NCS Acoustics had been quietly solving industrial and commercial noise problems for many years, but suffering the same limitation as many ‘technical’ companies… a communication gap with a website that under-sold them.
Like many others, their website stated who they are, what they do, their products, services, and projects – but didn’t show their full value to their target market.
“It was neglected with an embarrassing ‘last updated’ date and not the marketing asset we’d like it to be” said Peter Bowerman, NCS’s sales & marketing manager.
Mining the buried treasure
I got alongside Peter to assess their target market needs, company strengths, points of difference, credentials, and competitors.
I then interviewed a few of their valued clients from different target market sectors to find out about their experiences, what they valued most about NCS, and the benefits that kept them coming back.
What transpired was the great end-to-end service they provide, taking a ‘global’ view to provide resourceful, cost-efficient, solutions – not just products.
Some really interesting stories emerged of saving the client’s bacon – avoiding all sorts of trouble with delays, expensive rework, council compliance failure, and hefty contract penalties!
NCS had clearly learned a lot of lessons over the years and developed expertise that they took for granted – assuming it was obvious to others, but wasn’t.
Making the most of it
I then drafted some ‘potent’ testimonials from the interviews to strategically highlight NCS’s selling points – in the clients’ own language. I also researched the keywords that Google searchers use to find noise control products and services.
Armed with this valuable ‘market intelligence’, I went about writing some website content, and recommending suitable images, to attract more ‘ideal’ clients.
Getting it out there
The next thing was to present all this ‘treasure’ on their new website (freshly designed by Melissa Mabey of Leaf Design) to get the attention of their target market.
It certainly did… about 20–25 enquiries a month instead of just one per month previously – and the kind they wanted. Here’s what the Home page looked like…
If you’d like to get your website revamped to generate better business results, feel free to contact me