Martin Leaning is a long established company specialized in yacht masts and rigging services, based on the south coast of the UK. The marine industry in the UK is fairly large with a significant market both nationally and worldwide. Mainly a leisure industry, the market had contracted sharply with the 2008 economic downturn but is now recovering as confidence returns, although competition remains quite tough for companies looking to be successful in the current climate.
The company had very little marketing presence and the new web site was key to raising their profile and improving visibility as well as driving the business forward. The website needed to be visual and contemporary whilst being easy to update and upgrade in the future. It was also important that the site ranked well in relevant key word/phrase searches in all of the major search engines, with a minimum of additional search engine optimization work required. As with most web projects nowadays, the project was to be delivered within strict budgetary constraints.
Our aim was to help Martin Leaning grow their business and increase market share by producing a site that was better and more visible than those of their competitors, with better search engine visibility.
Martin Leaning hired Emworx, a full service digital agency based in the UK, to help them with the new site. Emworx has built many content-managed sites using many different systems and platforms: open source, proprietary and custom depending on the client's brief and requirements.
Emworx has been working with Sitefinity for 4 years now and recommend it as our content management system of choice. It is extremely robust, polished, well supported with a great user-friendly administrator’s area. Sitefinity is tremendously powerful and scalable and is the Emworx preferred solution for small and large, complex sites alike.
We chose Sitefinity for this project because we knew that its comprehensive set of robust and stable features would allow us to work well straight "out of the box" with no time lost fixing glitches or raising support calls to solve bugs. Sitefinity’s user-friendly administrator area would make the life of both editors and site managers much easier, plus it fitted well into our tight budgetary constraints.
The client was impressed with the administrator area and as a non-technical, occasional editor needed a system that they could pick up and put down without needing to remember how to use it. To assist with this we also produced some simple video help files showing how to perform basic site editing and management tasks.
Out of the box, Sitefinity prompts content creators to enter content for Meta tags, such as title, description and keywords. Thus, we were able to do a lot of the search engine optimization work as we were building the site which helped to keep costs down, improve effectiveness and increase the speed with which the target search engine rankings improved.
The site was built over a period of 3 weeks, from initial design to sending live. We used a small team of a developer, designer, content manager, copy writer and project manager with skills used as and when required during the project life cycle.
Deployment and configuration of Sitefinity were straightforward which enabled us to meet tight budgetary constraints and focus the budgeted time on the site's design and content so that we could deliver the best value, most cost effective solution possible.
Since launch, site traffic has been growing steadily and the rate of growth is increasing as organic search engine rankings improve. The web site is now a primary driver of growth and new business for Martin Leaning. This is especially important given the current economic climate.
The site generates a growing stream of new business enquiries and sales leads which are the lifeblood of any small business. It is difficult to quantify the new business driven by the new web site but certainly the level of sales leads and enquiries has increased dramatically. Search engine rankings are improving sharply and these are expected to be a major driver of growth in the future.