Kentico site of the month

The Starting Point

GX Group is a product design engineering company based in Wales, with an impressive track record of turning brilliant ideas into commercial products.  They work across a broad spectrum of industry sectors including medical and scientific, automotive, industrial and consumer.

Before ie became their marketing partner three years ago, the company operated as four separate companies with little consistency across the brands in terms of look and core messages.  Initially ie was asked to develop a new website since the existing sites were hard to find and did not deliver high volumes of new business leads. The brief to ie was to develop a site that would showcase the breadth of services that all the companies under the GX banner offered potential clients. 

The Intelligent Approach

Before embarking on developing a new website for the company ie felt it was important to learn more about each separate company to understand the range of services that each offered and who their target audience was.

Having taken the company through our Intelligent Marketing Process we concluded that they would have a greater impact by rebranding themselves as GX Group with four distinctly identifiable divisions; GX Design Engineers, GX Environmental, GX Systems and GX Tracking.  Taking this group approach gave the company a future production saving as each company currently had their own stationery.  

The Results

The Intelligent Marketing Process highlighted several core differences between the GX Group and their competitors ie were able to use these core messages to differentiate the company in a busy marketplace.  By dividing each division we could focus each website on the particular services and skills that GX offer to that sector, aiding their SEO and increasing the opportunities for GX to be found in the search engines.

Through optimising the copy and researching the keywords that people searched on, ie also introduced a Pay Per Click Ad campaign to help drive traffic to the site.  This multidisciplinary approach has brought the group, and in particular GX Environmental, to the attention of several overseas clients interested in their services they provide.

As a company with no clear direction on how to market our business we contacted ie, now we have a great website and a clear plan of how to attract future business – thanks to the hard work of Suzi and Kevin and their team.

Bruce Hurton - Proact Property Maintenance

 

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