In the Inside the Campaign series we dive deep into the process of building marketing campaigns, from the initial concept to the final execution. Our goal is to uncover the insights, challenges, and successes experienced along the way, offering a unique perspective on what it takes to create a standout campaign.
Inside the Campaign: Hodge Clemco Website Project
Louise Cranstone-Spooner is the Marketing Manager at SurfacePrep UK, a leading manufacturer and supplier of surface preparation and surface finishing equipment in the UK.
Louise has shared her experience working on the website transformation project for Hodge Clemco, a large undertaking to reposition the brand’s online offering.
Project Overview
In the UK, SurfacePrep currently have 3 websites and the Hodge Clemco website needed improvement as it was outdated and not fully optimised.
The main focus of the project was to improve the customer journey and user experience when using the website and to also modernise the aesthetics of the website with new graphics, photos and video.
Project Goals
The main goals of the project included:
- Condense the website to focus on key business goals
- Modernise the website and bring it up to date and look more appealing to users
- Optimise the website for lead generation and focus on calls to action so potential customers know how to get in touch
- Lower the number of clicks for customers to retrieve the information they are looking for
- Improve the quality of images and create a video about the company’s core values.
Solutions and Strategies
Working with an external agency, Transform Communications, Louise communicated the company’s business and marketing goals in order to create a strategy to develop a new website. Working closely with the agency throughout the project, Louise was able to ensure constant monitoring to achieve the best results.
In order to keep the project as efficient as possible, the team had weekly and monthly calls with Transform Communications and the agency paid a visit to Louise and her team to capture new images and video content for the website.
Implementation and Processes
The new website was soft launched on the 21st May 2024 before a hard launch at the end of June 2024. The development of the website took over a year in the making and as the old website was so large and vast it took a lot of time to identify the important information that needed to be showcased and align the new website with the company’s business goals.
Who was involved?
The project was overseen by Louise as the Marketing Manager liaising with various stakeholders in the business and working with the external marketing agency.
Results and Impact
As a result of the website redesign project, the company’s domain authority has improved and there has also been a positive upward trend in both impressions and clicks, indicating that the website is growing visibility and user engagement.
The website is also ranking better in search results with a higher Click Through Rate (CTR) than on the previous website. The new website has resulted in more enquiries for the company and also allows Louise and her team to track web traffic much more easily than before.
Project Feedback
“Hodge Clemco’s company culture is incredibly welcoming and down-to-earth, with a team that’s as friendly as it is professional. Louise, in particular, has been a pleasure to work with – she’s approachable, communicative, and provides valuable feedback in a timely manner. We look forward to fostering a long term, collaborative relationship and supporting Hodge Clemco’s continued growth in the years to come, however we can.”
– Ed Pitman,
Digital Executive at Transform Communications
“From our very first meeting, Louise and the Hodge Clemco team have been a pleasure to work with. Our skill sets are perfectly complementary. Their knowledge about all things blasting and finishing, combined with our expertise in website design, development, and SEO copy. The website not only looks great and is set up to perform, but it also demonstrates the breadth and depth of expertise that sits within the Hodge Clemco team.”
– Karolyn Andrews,
Head of Content at Transform Communications
Come with us on on an exclusive journey behind the scenes of more strategic, creative and impactful marketing campaigns. Take a look Inside the Campaign…
