An engineering firm specializing in the construction of timber-framed house extensions wanted to increase its visibility on the internet as well as locally. Additionally, they sought to receive more requests for quotes for a specific type of service and to have construction teams available outside their usual area of operation.
There were several factors influencing the way to achieve these goals. Firstly, it was only a small engineering firm with little recognition. As a result, it struggled to become known within its own area of operation.
Another factor to consider was the presence of several competitors who already had good visibility on the web. Beyond visibility, they also had more resources to carry out impactful marketing actions, such as TV commercials or being featured in the press.
Thus, we were without authority, credibility, or recognition in the face of competitors with more resources, who were already well-established in the field.
The competitor analysis revealed that all of them, without exception, only promoted the benefits of their products. However, constructing buildings also requires a thorough understanding of urban planning laws, construction methods, and the administrative aspects of a project.
The first decision was to promote not the products and services, but the knowledge of my client. With the help of architects, thermal engineers, and site managers, we were able to create a comprehensive list of topics to communicate about, helping the target audience receive the right information before making their choice.
The second decision was to focus our efforts and thoughts on a product that competitors were either not promoting or were promoting poorly. This product was also more expensive and more substantial in terms of construction compared to other types of buildings.
The third decision was to completely restructure all activities necessary for the construction of a building, from order placement to key handover, and to communicate about it, something the competitors were also not doing.
This positioning provided us with the necessary direction to carry out SEO actions such as optimizing meta tags and enhancing the semantic optimization of pages by including entities and ensuring each page was logically linked.
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