They approached Plug & Play because they were looking for high levels of attention to detail and quality.

We focused on transforming Minale + Mann’s SEO strategy which resulted in huge improvements to organic keyword positions including a 2,320,316% increase in search engine visibility.

Cole & Son had an existing eCommerce store that was built on Shopify and had experienced some success. However, the site was suffering from some typical Shopify challenges and wasn’t able to scale in the manner that Cole & Son required to meet their growth targets. These challenges included: Slow site speed Lack of design flexibility Limited functionality Limited control of SEO factors Restricted international capabilities Cole & Son challenged us to find a solution that would enable them to internationalise the business and drive growth.

This project was all about uncompromising quality. At every touch point we needed to deliver immersive aesthetic interactions with beautiful art directed imagery and video.

As with all of our websites, the Minale + Mann code base has been produced to be highly semantic and in line with SEO best practices.

Minale + Mann’s internal marketing team have been enabled to update content, text, imagery, layouts and menus with their WordPress CMS.

The analytics of the old website highlighted that a high proportion of their visitors use mobile devices so the touch aesthetic was one of our key considerations.

Minale + Mann already had an established brand identity but it didn’t reflect the “refined industrial” feel of their portfolio. They had outgrown their bright and playful brand and challenged us to create a sleek and sophisticated new identity. Our approach was to elevate the brand by adopting a style and a colour palette that was in keeping with Minale + Mann’s architectural design ethos and would engage prospective clients visiting their website.

We created a beautiful image-led design system for the new website, incorporating the new brand to produce an elegant and high-end website design. To achieve the premium finish that Minale + Mann’s target customers were looking for, we incorporated subtle animations and ambient video within the design. These provide an elevated dynamism that is effortless and engaging – enabling users to feel the quality. These effects include time lapse video footage, image animations that zoom and expand on scroll, and seamless page transitions. Our developers coded the website using WordPress to give Minale + Mann’s marketing team maximum content dexterity. The new website code base is fast, best practice and scalable.

Minale + Mann were ready to scale their business and expand their market share. Their existing lead generation relied heavily on the founders’ reputations, networking and word of mouth. They knew that to step up, they needed to open up new sales channels. Minale + Mann’s start point was relatively poor – they ranked in the top 50 for a couple of keywords which was a great sign that search engines recognised what they did. However, from a user perspective, nobody was finding them on page 4-5 of Google. Their competitive metrics were fairly average – they had some leverage to secure rankings but we needed to be strategic to make sure that our work would drive meaningful improvements to their bottom line. Our SEO strategy focused on identifying keyword targets that users were searching to find architects like Minale + Mann and were in a buying mindset. We selected keywords that Minale + Mann could realistically achieve and would generate new business for the firm.

The new website has significantly increased Minale + Mann’s market penetration which has had a huge impact on Minale + Mann’s lead generation and revenue. The new website generates high quality traffic from aligned prospective customers and converts visitors into high quality leads.