The man behind a one-person Manchester printing business has credited search engine optimisation (SEO) through Google as being the primary factor in helping him receive an order from multinational car company Tesla.
Imran Hashmi owns and operates WebPrintSigns.co.uk and FatPrint.co.uk, and recently received an order for nearly 100 certificates from the automotive company. The buyer explained that she had searched for certificate printing in Manchester.
It was a small order, rather than a contract or an ongoing supplier agreement. However, the way it came about is relevant to any smaller business that wants to reach customers beyond its existing contacts.
Hashmi told Printweek that he has spent years developing and optimising his websites, and that all of the company’s work comes through Google. In this case, that work helped a buyer at a global company find a local supplier for a specific requirement.
For business owners, it’s easy to assume that winning work from a recognised brand requires an introduction or an established relationship. This enquiry began with an ordinary search. The buyer needed a particular product in a particular location, and a small business appeared where she was looking.
That also explains why the wording of a search matters. Someone looking for certificate printing in Manchester has already identified what they need and where they need it. A website that clearly explains the relevant service gives that person a reason to investigate further.
When planning website content, businesses should therefore consider the individual products and services their customers might search for, as well as the areas they serve. Describing a company simply as a printer, for example, may leave potential customers unsure whether it can produce the specific item they need.
Being found is only part of the process, of course. Hashmi still had to confirm the requirements, produce certificates of the quality requested and deliver the order. Search visibility created the opportunity, while fulfilling the buyer’s requirements completed the sale.
One order doesn’t guarantee a stream of enquiries from global brands. It does, however, show why a business’ size shouldn’t stop it taking its online presence seriously. A prospective customer needs to be able to find a suitable supplier, whether they’re buying for a local shop or a multinational company.
At Engage Web, we help businesses improve their visibility for searches relevant to what they offer. If your potential customers are searching for your services but struggling to find you, speak to our team about your SEO.
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