Foilco
SEO audit, SEO link building, SEO outreach, CRO
Foilco asked Unbranded Manchester to take a look at their business proposition as they believed their cost per acquisition of new clients was too high. They were hemorrhaging money sending out catalogues to prospects with little follow up or integrated tracking.
Along with that, their brand and site was stale having not been updated in over 4 years, they asked us to use our technical nouse to create an industry leading international platform that truly reflected their position as one of Europe’s largest and most successful manufacturers and distributors of printing foils.
The Challenge:
- Differentiate between visitors.
- Reduce new client overhead.
- Massively improve organic SEO ranking
Foilco were losing a lot of money when trying to acquire new business whenever they sent out their custom made D4 catalogue (which included sample of their entire range) and free rolls of sample foils for printers.
We established that in over 90% of cases a visitor only wanted to see samples of 1-3 foils, not the entire catalogue.
We created a digital foil catalogue of their entire range of foils, including up to date filters, uses and examples of each of them.
At the same time, we tucked the request a D4 catalogue form deep into the site so that it wasn’t erroneously requested by visitors who had little to no intention of buying.
We then replaced this functionality with a new single foil sample request. When navigating the digital catalogue, visitors could now only request samples of single foils, but to do so, they needed to leave us with a full range of contact details after following a checkout process, allowing Foilco to report and followup on new leads.
Our solution was to begin by developing a design that catered to creative minds, designed to stimulate and arouse visual senses with beautiful typography and imagery. A custom made font named after their CEO’s darling wife and a leading UK photographer helped us to meet our objective.
To educate creatives who were new to Foil, we invented the Foil Academy, a custom built integration that was fun and engaging to use. It covered every type of foil in existence via custom built landing pages (which doubled up as working great for organic SEO too).
Our research had shown us that printers played a role as brand ambassadors of Foilco when we made things easy for them. We understood they weren’t entertained by the design of the site, and they only visited the site when they wanted to order foil on behalf of their clients. We gave them their own space on the site, the Printers Toolbox, a page they could navigate to from anywhere on the website which contained everything they needed to complete an order and more.
The Results:
41 Organic Page 1
- Pages built with our Layout Composer and ranking on page 1 for popular keyword searches.
£200K Overhead Reduction
- By stamping out redundant enquiries we saved on 1000’s of catalogues being sent out
A group of separate companies turning over £50m asked us how to unify their proposition.
They challenged us to do what no SEO company had achieved before, UK market dominance. (We did it)
We were asked to digitise the Rail Change Guide for Network Rail.
Oasis approached us after struggling to achieve their very conservative growth targets in the two financial years previous. They’d hit a ceili...
With over 750,000 unique visitors per month, they asked us to be their partners in growth.
What 2 Buy 4 Kids approached us following a fall out with their previous agency who failed to deliver on promises of improved search engine ra...
An interactive gift wrapping and personalisation experience for a global company.
They asked us to increase enquiries and organic reach across search engines to assist their rapid growth
