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Steely Products
Case Study

About Steely Products

Steely Products are specialist, large-scale manufacturers working with tubular steel, offering furniture handling solutions, garment rails, trolleys and more. A family-run business, Steely has been delivering quality, bespoke products for over 50 years to clients all across the UK from their base in Manchester.

Screenshot 2024 04 26 at 10 57 02 Steely Products Warehouse Furniture & Trolley Manufacturer

Key Measurables:

332% increase in contact form submissions

332% increase in contact form submissions

from September 2017 to March 2024

71K new users to the site since the start of the SEO campaign

71K new users to the site since the start of the SEO campaign

from September 2017 to March 2024

83K sessions to the site since the start of the SEO campaign

83K sessions to the site since the start of the SEO campaign

from September 2017 to March 2024

54K sessions to the site via Organic Search Traffic since the start of the SEO campaign

54K sessions to the site via Organic Search Traffic since the start of the SEO campaign

from September 2017 to March 2024

45% increase in Organic Search Traffic year on year

45% increase in Organic Search Traffic year on year

(18th March 2023 – 18th March 2024 compared to 18th March 2022 – 18th March 2023)

The Challenge

Steely Products had a number of very old websites that weren’t producing anything in terms of enquiries. Their competitors all had much better web presences in Google, even though they were inferior companies producing cheap products, some even imported from the far east. Steely’s products are manufactured to order in the UK, in Manchester, but their website didn’t convey this quality.

They needed to showcase their quality, their craftsmanship, and make headway into the dominance in Google their competitors had created.

Steely Products logo
Screenshot 2024 04 26 at 10 57 21 Heavy Duty Garment Rails For Display & Storage Steely Products
white and blue fireworks display during nighttime

The Solution

In 2017, Engage Web built a new website for Steely Products, emphasising the bespoke, quality nature of Steely’s offerings, which are “designed to work, built to last”. Each product was added to the site, with visitors able to enquire directly off of these product pages. In addition to this, Engage Web began undertaking an SEO campaign for Steely, producing regular, quality content answering the problems of Steely’s audience, as well as handling the technical SEO work.

In 2023, Engage Web re-designed Steely’s website once again, giving the site a modern, fresher feel and helping to showcase the growth of the company. Through revamping the design and the content, the Steely’s online presence was modernised and elevated, presenting the quality of their products and the scale of their business in a fresher, more visually exciting manner.

Man Welding Metal Bars

Success factors

Over the duration of the SEO campaign, Steely has received countless Google Featured Snippets, has climbed the rankings for key search terms, and is receiving 332% more enquiries than at the start of the campaign. Despite working in a niche industry, the site has received over 80,000 visits during this time, with online business doing better than ever.

Moving forward

Engage Web continues to deliver an SEO campaign for Steely, along with assisting with any website support required, allowing Steely Products to grow and scale their business, with their website’s presence all taken care of.

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