Marketing for the construction industry – Westcoast Windows
INCREASING WEBSITE TRAFFIC AND ENGAGEMENT
Westcoast Windows are the UK head office for their Swedish parent company, where they design and manufacture premium high performance composite windows, distributed throughout Sweden, Europe and the UK.
Westcoast Windows first came to us in 2015, aware that their website was in desperate need of an update. After meeting with ourselves and several digital agencies, they selected The Finishing Post as we could not only provide the digital solution, but the full range of design and marketing services to provide ongoing support for their UK team. They don’t have a dedicated marketing manager so we have partnered with them to become their bolt-on marketing resource, working with the team to create annual marketing strategies to achieve the best performance from their marketing budget.
Using their Swedish website as a starting point we worked with the team at Westcoast to rationalise the content and tailor it for the UK market, which included photography curation, copywriting, website design and build, plus SEO integration.
Since the launch in late 2015 we have carried out several key updates to add more valuable content to the website, to create a better user experience and drive Google search traffic.
Updates such as the Distributor map, Case Studies and Advice Centre all help to inform domestic customers through the complex decision-making process of choosing windows for their homes, be it self-builds, renovations or window replacement, and these are also targeted towards search traffic with subjects based on popular search phrases.
Since the launch of the new website, we have seen a marked increase in website traffic of 463%, with also a dramatic increase in website enquiries compared to their previous website.
CREATING ENGAGING AND RELEVANT WEBSITE CONTENT
Once we had designed and built the new Westcoast Windows website it was imperative not only for the website to be found on the first page of Google with the relevant keywords, but to ensure it stayed there.
We created a monthly website content schedule to ensure we post 3-4 news items each month. This involves researching relevant content, keyword performance, copywriting and posting the content online. The content covers a wide range of topics, from company news, commercial projects, domestic homes and general interest articles that consumers may be searching for, such as “What is the difference between aluminium clad windows and composite windows”.
The news items have also generated quality valuable content for other pages on the website, such as the Case Studies page and Advice Centre. Once the news is posted on the website it is also shared across their social media channels to further generate traffic to the website and boost Google search traffic. This is also shared via their network of Distributors throughout the UK.
STRENGTHENING THE BRAND AND DRIVING SALES
As part of our work to increase brand awareness and strengthen the Westcoast Windows brand in the UK domestic market, we created a new strapline for the UK side of the business to reflect their offering. We also designed a new 32 page product brochure, to communicate their Swedish heritage, manufacturing quality and full product range. This was printed and supplied to their distributor partners for their customer sales meetings. It was also important to be available on the website as a pdf download.
For their UK marketing we were able to use a lot of the Swedish photography, which represents the quality of the windows and their Swedish authenticity and ethos. However it was also important to show the windows and doors used in UK projects, that would better reflect the homes of their UK domestic customers.
Westcoast Windows products have been fitted to some really lovely ‘Grand Designs’ style projects, so we liaised with their distributor partners to organise photoshoots at some of their customers’ homes. We were also fortunate to gain access to a holiday home on the Norfolk Broads which had been developed and fitted with Westcoast Windows products, where we were able to hold a photoshoot plus shoot some video footage to use on the website, YouTube and social media channels, which really showcases the quality of their windows.
For the sales team and their distributor partners it was important to have a manual that held all key technical information about their full range of products, along with accessories, finishes, performance information and quality certification. We designed the Westcoast Windows System Handbook – a bespoke ring binder, with dividers and data sheets to hold all the information in the fresh new corporate style we created. This has proven to be an essential tool for their UK team as a quick reference document. The data sheets are also available as downloads on the website.
CREATING PRESS ADVERTISING AND DIGITAL MARKETING CONTENT
To further improve brand awareness we’ve managed and created the content for adverts in trade and consumer publications, plus created online content for company and product profiles on magazine websites.
For the ‘Build It’ magazine website we produced the copy and images for the company profile, product profiles and case studies.
To accompany this we designed the content for their entry on the Build It quarterly emailer, which has proved effective in driving new clicks to the website.
The commercial side of the business designs, specifies, delivers and installs windows and doors for large scale development projects, such as schools and academies, domestic apartment buildings and housing developments. For this side of the business it’s important to market the product to developers and architects who may be specifying the windows and doors for the projects. In this instance we have enhanced the company LinkedIn profile with regular news updates to be shared by key team members on their personal profiles. We also create and send out a quarterly emailer to their customer database, highlighting recent key projects.