Taylor Studwelding Solutions – Drilling for new sources of growth

Project Description

The Client:

Taylor Studwelding is the UK’s sole designer and manufacturer of stud welding equipment.
They are known across the globe for their innovative technology, premium-quality machines and equipment.

Taylor Studwelding is one of our longest standing clients who started their online marketing campaign with us in early 2016 and continue working with us to grow their business.

They have experienced some incredible results, and we couldn’t be happier to see their business develop into a credible market leader. If you operate in the Science, Technology, Engineering and Mathematics (STEM) sector, this is how we can help you.

“Their team is knowledgeable, responsive and committed to producing deliverable results, making them an ideal digital partner.” Heather Cooke, Taylor Studwelding.

The Challenge:

Taylor Studwelding partnered with Bigfoot Digital back in 2016 following a proposal for a responsive website and targeted social media management. The primary goal for them was to make their site more user-friendly, improve the way it looks on all devices, and guide people along the buyer journey.

Social media marketing was used to drive new customers to their website as well as boost brand awareness and consumer engagement.

The Digital Marketing Solution:

Website Design:

The site was dated. It wasn’t user-friendly, didn’t rank in the search results and failed to bring in quality leads. We brought their site up to speed with modern-day technology, responsive design and SEO to ensure it was found online.

Below is a screenshot of their original website on both desktop and mobile. This design lacked the personality that would allow it to stand out in a crowded market. It takes about 50 milliseconds for a user to make a decision on your site that determines whether they will leave or stay. Would consider sticking around to browse this site? No? We’d have to agree!

Now compare that design with their current website, designed by Bigfoot Digital. The design is clean, clear and concise, which makes for a positive user experience.

It was important to the client that the website clearly explained the process of stud welding and the benefits to different industries. We included the addition of professional photography of studwelding equipment, systems and accessories. The large homepage image, for example, focuses on enticing people from the moment they land on the site. While people are hesitant to read big blocks of text, images appear effortless and can be consumed quickly. This image appears above the fold of the page overlaid with a single line of text describing the business and a ‘Learn More’ call to action button.

Search Engine Optimisation (SEO):

Your website may look incredible, but without optimisation, it can’t be found! The second stage of the digital marketing process was to start an ongoing SEO campaign to boost their position in the search results and start to bring in new customers.

The website did have some rankings on the first and second page of Google. It was a great starting point. At Bigfoot Digital, however, we are not satisfied with second place. We want our clients to secure position one rankings for competitive terms and maintain those results long-term.

Our strategy started with building relevance for key terms related to their business – the most crucial for Taylor Studwelding were of course ‘Stud welding equipment,’ ‘Stud welding gun,’ ‘Stud welding machine.’ All of which now rank position one.

Link building: We started the process with link building from authoritative and relevant industry directories, forums and news sites. These links helped power up the website with trust and relevance for the above terms. We determine the quality of the link prospect by the authority, relevance and domain rating of the site in question. Only the best links will give you a boost!

Outreach: As a proactive digital marketing agency, with clients in the STEM sector, we have built hundreds of connections with relevant influencers, bloggers and news outlets, who frequently promote our clients on their marketing channels. This stage of the digital marketing process is called outreach. We sent a message to these connections requesting a mention of Taylor Studwelding along with a link to their website to help boost brand awareness and position them ahead in the search results!

Product pages: How do you create relevance for different products and services? You create pages dedicated to rank for those terms, and you interlink relevant pages to highlight their importance. Following years of testing our strategies to ensure we deliver only the best results, we have this process nailed on! We took the time to learn all about the studwelding industry and the history of the business to ensure we only targeted legitimate customers.

The Here And Now:

The combined effect of the above strategies has resulted in a remarkable increase in organic traffic year-on-year, with results skyrocketing from 478 visitors in April 2017 to 1,772 visitors in April 2019 – that’s a 270% increase! They are now receiving their highest levels of organic traffic since we started working with them.

We love to see our clients succeed!

We recently shifted the SEO focus to target customers in India. The company has an existing international online presence. However, they lacked the support of a dedicated global marketing strategy to extend their reach and bring in new customers. That’s where we come in.

The decision was made to advance their strategy at this point as they now dominate the search engine results in the UK. They had the upper hand, business was good, but it was time to crank things up a notch! We have since published new pages focused on location-based terms, like ‘Studwelding India’ with a strong link building strategy to power up their position.

We’ll let the client fill you in on the results:

“It’s very interesting to see the impact of your work. We have seen more enquiries from India over the last 5-6 weeks.” Heather Cooke, Taylor Studwelding.

Social Media Marketing:

The final stage of the digital marketing process was to launch a targeted social media campaign. Social media marketing is an incredibly powerful tool that helps builds trust with potential customers and allows you to promote your business to the wider public.

Taylor Studwelding did not have an active social media profile. When we started work on their Facebook account, their social media visibility was non-existent. Their account has grown from 6,500 in October 2018 to 25,000 to date – and it’s showing no signs of slowing down!

We continue to manage various social media accounts for the business on Facebook, Instagram and, more recently, personal accounts on LinkedIn. The strategy is to share a variety of content across all platforms with a strong focus on the STEM industry. Along with promotional content around the success of the business and the quality of their machines, equipment and services, we also share general information on the benefits of welding for different industries. We run targeted ads to these industries with videos, along with images and collage-style graphics, to educate people as to how welding can benefit them.

The Results:

Here are just some of the results we have achieved for Taylor Studwelding across all marketing campaigns:

+284%
Facebook follower growth. (2018-2019)

+270%
Organic traffic growth. (2017-2019)

+215%
Increase in new site visitors. (2017-2019)

Project Details