The brief
Working with the Group since 2016 we have delivered a multitude of services including website design and development, digital strategy, ecommerce and search engine optimisation across three different websites, but our journey together started with the group website.
The brief has always been to position Barrett Steel as the leaders in their field, as well as outlining the scale of their operation and of course, to generate sales and enquiries from organisations of all sizes, including multi-nationals, public sector outfits, individual trade specialists and end users.
The objectives
The main purpose of updating the group website was to improve their visibility on search engine results pages and reinforce their position as the number one steel stockholder in the UK. We also needed to educate users on their products and services as well as being a centralised source of environmental, business and certification information for the Barrett Steel Group. Another key function of the group website is to drive both online and offline traffic to their network of depots.
What we did
We design, developed and optimised a brand-new website using the Kentico CMS, for the team at Barrett Steel, empowering them to easily create new content and showcase their latest news. Dynamic stylesheets and custom SVGs ensured the divisions within the group were distinctly yet consistently showcased on the site, strengthening the user journey within and between this divisions. A Google Map integration and a considered user experience also ensured users could effortlessly search for their local depot and start the application process for an account. Thorough keyword research and content migration planning also ensured that not only was the search footprint of the Barrett Steel website maintained, but it was also improved upon, supporting more, higher keyword rankings and leveraging structured data to drive position 0 results as well.
The results
A creative, highly visible website that successfully unifies the Barret Steel divisions into one seamless user experience, supporting key on-site actions including searching for local depots, downloading brochures and other key content, and making online enquires.
In the last 12 months, the Barrett Steel group website has achieved…
increase in new users from organic search.
increase in organic google search clicks.
increase in organic google search impressions.
increase in the organic google search average position.
Since we partnered with Pixelbuilders in 2016 they have always been viewed as much more than just a digital agency to Barrett Steel. As Marketing Manager to a group company, one of key elements that makes Pixelbuilders such a great partner is that their experienced and efficient team link seamlessly with our own becoming a fluid extension when supporting the business on projects. Every service from Web Development to SEO is handled with complete transparency enabling us to operate in a flexible and commercial manner, keeping up with the latest innovations as well as trends in Digital Marketing. Pixelbuilders take the time to understand our brand goals and consistently help us to reach and exceed these by enhancing our in-house skill set with their own.
Hannah Freudenberg
Head of Brand
