Built a website to do Mackoy justice
The size and scale of Mackoy's operation was impossible to grasp on its existing website. With a few pages, a sparse project history, and an overall absence of keywords, the website was failing to deliver on SEO and conversions. In short, it was no longer fit for purpose.
Our development, design and digital team set about creating a responsive new platform for Mackoy, while our content team got to work creating keyword-rich copy to boost performance and traffic. The new website not only has a clearer site map, making for better user experience but it features dedicated client, case study and capability pages, reflective of Mackoy's position as a market-leader in groundworks and civil engineering services.
Made Mackoy number 1 for groundworks on Google
Despite repeatedly winning contracts with the UK's leading housebuilders (up to the value of £10 million) Mackoy was failing to rank highly on Google for their groundworks and civil engineering services. Largely this was owing to an absence of optimised content on their website.
Our digital and content team quickly got to work creating a series of blog posts targeted around Mackoy's key search terms, optimised with tags and links, and further boosted with alt-images.
These posts were then promoted via LinkedIn and Facebook to drive traffic and engagement. While we updated the blog with fresh content at a rate of 3-4 times per week to maintain momentum and positively boost SEO.
Fostered engagement among key stakeholders
With new contract wins and expansion into more territories forming a key part of Mackoy's growth plan, engaging stakeholders would be essential to achieving these goals. Together with creating a bespoke corporate brochure for Mackoy to share with prospective clients during its contract tender process, we also used our in-house PR resource to engage key regional and industry media, leveraging our contacts to gain positive press coverage for Mackoy and consequently positioning the brand directly in front of its target audience.
Took ownership of one of Mackoy's most important business assets
Mackoy are meticulous when it comes to the high standards of their work and the compliance they expect of each and every operative they engage on their clients' sites. As such, over several years in business, the company had created an internal Good Practice Guide, detailing the many health, safety and quality processes that operatives need to adhere to. This guide forms a key part of Mackoy's operational practices on its contracts for national homebuilders, and the content is regularly refreshed to maintain compliance.
Mackoy entrusted the creation and production of this document entirely to Merchant, the first time in the company's history that this guide had been produced out of house.
Our content editors took ownership of refreshing over 90 pages of business-critical content, while our designers set to work crafting a fresh and professional new look for the guide, in line with Mackoy's invigorated brand identity.
We also internally managed the entire production process from start to finish, sourcing the highest spec materials from leading paper and print suppliers to ensure the guide was elevated to a quality finish that surpassed normal industry standards. By taking ownership of Mackoy's Good Practice Guide, not only did we relieve the business of one of its most resource-intensive tasks, we also delivered a professional product that Mackoy can now share proudly with its clients and employees.