Fascel Group
Project overview
Fascel Group build fabricated pipework and modular mechanical systems for construction partners on large projects. Nobody buys this from a website, but a great many people shortlist from one: a project manager with three firms to compare and an afternoon to do it in. The site had to carry enough capability, capacity and evidence to survive that afternoon.
Location
Luton, Bedfordshire
Services
- Web design
The people on this project
NigelManaging Director & Search Consultant
The challenge
The old site read as a brochure for a much smaller company than the one behind it. Capability was described in general terms with no mention of the scale of the projects, the fabrication capacity or the standards worked to. There were no project references a specifier could weigh, and the divisions of the business were flattened into one list, so a visitor looking for mechanical services and a visitor looking for fabrication landed in the same undifferentiated place.
Our approach
The divisions separated properly
Mechanical and fabrication each get their own section, their own capability pages and their own projects, so a specifier lands in the part of the business they came for.
Capability stated in numbers
Capacity, standards, accreditations and the size of project handled, set out as facts rather than adjectives, because that is what gets a firm onto a tender list.
Findable from the inside
Site search and a structure built around how the industry names things, so somebody who knows exactly which service they need does not have to guess at the menu.
The results
Enquiries now arrive from main contractors naming the division and the project type, and the sales conversation starts from scope rather than from explaining what the company does.
- 2.8xOrganic sessions a month
- 46%More enquiries from main contractors
- 1.1sLargest paint, on a phone
