Taking Euramax out of the shadows offline and into a leading online position in web and social

Euramax Solutions supports the residential, commercial, and industrial markets with sustainable solutions for uPVC and Aluminium windows and entrance and patio doors. From their state of the art manufacturing facility in Barnsley, South Yorkshire, Euramax manufactures and supplies 10,000’s of products to clients across the UK.

Historically selling their products in most channels under an OEM strategy, Euramax was somewhat of a best-kept secret in the sector. Their brand was thriving with those in the know, but it was time to step out from the shadows, leverage their product quality, innovation, and world-class production facilities to position themselves as the number one supplier in the UK.

Winning the tender to take them to the top

Urban Element’s relationship with Euramax first began in November 2020, when we were invited to pitch against three other agencies. This was to be done remotely to adhere to pandemic restrictions while demonstrating our strength in the building sector and a sure-fire plan to take them to the top.

Their growth ambitions were clear. They wanted to grow revenue and market share and review their media, marketing, web and social media channels to support their drive.

Although Euramax approached us because of our strong reputation in the building industry, they still expected us to work hard to win their business. We were tasked with reviewing their site and social media and presenting our finding and strategy ideas to their MD and Business Consultant.

They anticipated the need for a complete website re-design but wanted to know what the alternatives were and the pros and cons. The pros we presented on having a new website far outweighed the cons of working with the existing site. We then set about an aggressive and ambitious 12-month digital marketing plan to quickly grow their SERPs and social media channels.

With that, the tender was won.

Mission…

Build a brand new site and execute an aggressive digital marketing plan that would position Euramax as the UK’s number one supplier while delivering against ambitious growth targets.

Clearing a few hurdles

The existing website did not give much by way of search results (SEO) or real commercial benefits. Their domain authority, brand searches, backlinks, organic traffic, and Google rankings (SERPs) were far lower than their three main competitors. The impression did not match their offering. Navigation was poor, there were too many pages, and the overall brand looked generic, and as such, performed weakly.

Over on their social media channels, the situation was only slightly better. Their main competitor had tenfold the followers and engagement. Their pages received little to no engagement. Posts were not optimised. There was a lack of imagery and hashtags, and the post consistency was fairly sporadic. Their channels were not giving them the justice that their brand and products deserved.

With all this, we had just four months to deliver a new site and go live. Multiple sites needed to be consolidated, there was low to zero traffic and brand awareness, and we were starting in fourth position, with a lot of ground to make up to beat their competitors.

The content needed a complete overhaul, but the relationship with Euramax’s Business Consultant was incredibly strong, and we were able to easily access all we needed from their side to drive this forward.

Delivering against aggressive growth goals

After our initial consultation and presentation, we had a plan ready to go, and we got to work on keyword research and the SEO site map. The UX was to be clean and simple, with website visuals representing the lifestyle that is enabled by Euramax products. This was implemented through a WordPress CMS solution.

The 12-month digital marketing plan and implementation started before the new site went live. Benchmarking was complete, as was headline figures reporting, and we set up training with Euramax staff to bring them up to speed on the CMS for use in the future.

Ambitious targets met

In a four-month period, the visibility for tracked keywords experienced a +4.94% increase, providing an overall score of 25.82% visibility.

Comparing January to mid-June 2021, to the same period in 2020, the web stats have seen massive increases:

246 % increase in users – 6,798 vs 1,963
246 % increase in new users – 6,602 vs 1,910
256 % increase in sessions – 8,461 vs 2,376
2.83 % increase in sessions per user – 1.24 vs 1.21
454 % increase in page views – 33,497 vs 6,047
56 % increase in pages per session – 3.96 vs 2.55
2 % increase in avg session duration – 01:42 vs 01:40
50 % decrease in bounce rate – 25 % vs 50 %.
In the same January to mid-June period, Euramax has gained 200 new LinkedIn followers, and their Pinterest page is now receiving 442 monthly views.

Compared with last year, traffic sources are way up:

Organic is up 309%
Direct is up 187%
Social is up 166%
Referrals are up 100%.

We have a great relationship with Urban Element, they’re easy to work with and we’re very pleased with our new website. The digital marketing campaign started in March and the results to date have been strong. The reason we appointed Urban Element is that they have a commercially driven approach towards digital marketing. They also demonstrated a good track record of delivering a return on investment. Looking forward to seeing what they achieve in the next 9 months. – Nick Cowley, Managing Director