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Case Study

Matching marketing to growth – helping an engineering business reposition its messaging for greater online impact

Marketing and messaging don’t always keep up as a business grows. – Before you know it, you’re doing one thing, but saying another.

Arcade UK Limited is a 40+ year old mechanical engineering business that has strong roots in the print industry but has massively diversified its portfolio in recent years. From the printing industry to the retail sector, Arcade has worked with hundreds of businesses across the UK to develop full turnkey installations in areas such as Building Services, Archive Storage Rooms, Environmental Control and Process Engineering Solutions. However, with a website that was five years old and that hadn’t been updated to highlight these four key specialisms, online visitors would never know.

Website best practice and presentation had evolved during these last five years, as well as the positioning of the Arcade business. It was evident that the site no longer accurately reflected the business – and it was essential that the key pillars of Arcade’s work were presented with greater clarity.

Arcade approached Keystone with confidence that our experience in supporting scaling businesses would help them in their time of need. They knew that their site no longer reflected who they were or the work they do – but they didn’t know where to start. Arcade didn’t just need a website, they needed an independent look at their business focusses, and advice about how to showcase these specialisms online.

In an early scoping meeting, we clearly assessed and agreed key navigation structures and core messages for the new site. These were built into a brand new navigation structure, designed around Arcade’s core specialisms, with a visual identity and messaging hierarchy firmly cemented in. We then orchestrated the online user experience with an exceptional design, and developed the content to match…all built around those four messaging pillars.

The impact was immediate – with the site bringing more enquiries into the business from the very point that it went live.

By realising that their site messaging wasn’t reflective of their current focusses, Arcade now has a site that makes it very easy for potential customers to see how they fit.

Keystone helped Arcade develop from a company with no marketing strategy to a clearly defined and branded organisation. Together we have developed our website, Twitter profile and a full range of marketing materials.

Mike West, Managing Director of Arcade UK Limited

The Keystone impact

  • Creation of new website navigation framework to best present core business focuses
  • Complete project management – from strategy, to content, to build
  • Full site copywriting to SEO principles, built around key business areas
  • Highly engaging call to actions and cross links to encourage greater time on the site
  • Expansion of limited Arcade brand for site design

Whilst you may know what your business does and who it serves, don’t assume that your key audiences will find it quite so easy to see for themselves.