Nelson are commercial kitchen specialists based in London. They design and fit professional grade kitchens in a range of establishments from Michelin starred restaurants to local churches and community centres. They were ready to invest in their website and marketing to increase their target audience visibility and drive new business enquiries.
- Lead time:
- 12 Weeks
- Sector:
- Commercial Kitchen Design
- Target Type:
- B2B
- Website Goal:
- Increase Website Visibility, Generate Enquiries
- Services:
- Web Design, Web Development, Digital Strategy, Digital Marketing
Post-launch website results
The Nelson website focused on increasing Google rankings and delivering a strong user experience. This has been reflected in the post launch results which show significant increases in organic traffic and search engine visibility.
- Scope
- Adobe XD Prototypes
- Adobe XD Design
- WordPress CMS
- Marketing Strategy
- Domain Strategy
- SEO
- Resource
- 1x Project Manager
- 1x Web Designer
- 1x Front-end Developer
- 1x Back-end Developer
- 1x Quality Assurance Tester
- 1x Marketing Strategist
- 1x Digital Marketer
Our challenge
Nelson serves a range of sectors that each have different target audiences. Our challenge was to build and harmonise strong user journeys for each sector on a single website. We needed to leverage existing assets to increase their search engine visibility and drive new enquiries from highly aligned customers.
A company rebrand meant that Nelson needed to launch their new website on a new domain. They challenged our team to manage the domain migration, maintaining and building upon their rankings with the new website.
Our approach
We created a number of user journeys for the website, curating landing pages for key services and sectors to present the most relevant content to every user based on their search query in Google. This would enable Nelson to rank more highly for key search terms and become more visible to their target customers at the point that they are ready to buy.
We refined Nelson’s existing colour palette to reflect their industry and the high quality products and services they provide. We supported this with interactive design elements throughout the website to provide a superior user experience.
Domain management
We launched the website on a new domain and managed the transfer of Google rankings.
Target audience
The new website targets multiple target customer archetypes using cleverly curated content, user journeys and landing pages.
SEO
Key pages were optimised for valuable keywords in order to increase visibility in search engines and reach aligned potential new customers.
Digital strategy
A keyword strategy was undertaken to identify and prioritise keyword targets based on Nelson’s competitive metrics and statistical chance of success in Google. The strategy allocated primary and secondary keywords to each page of the website and highlighted opportunities to create new pages to achieve optimum visibility in the search engines.
The strategy took into account Nelson’s most profitable services and sectors, and leveraged their portfolio pages to target highly specific keywords. This helped them to maximise visibility and alignment within their target audiences.
Launching on a new domain
Our marketing team were responsible for the domain change upon launch of the new website, managing and actively lowering the risks associated with moving to a lower authority domain. We took steps to signal to Google that the domain had changed so that the trust metrics could be transferred from the old domain to the new one.
