Mackoy Ltd

Mackoy Ltd

Strategy, competitor profiling, market research, website design, PR, blog creation, SEO, video and photography

Ensuring a leading groundworks supplier stays at the top of its game.

The Brief

The client Mackoy is a leading regional supplier of groundworks and civil engineering services, working across the South of England. Providing high-quality groundworks infrastructure for national homebuilders in Britain and recording an eight-figure turnover just seven years into business. Today, the company counts more than 300 skilled operatives among its workforce and has invested heavily into high-spec plant to support its rapidly expanding operations.   


The Background 

Following a prolonged period of year-on-year growth, and an increased uptake of its groundworks services by leading UK homebuilders, Mackoy had outgrown the limitations of its existing website and marketing capabilities. With no professional resource in-house, Mackoy approached Merchant for support in managing the company’s image, offline assets, and online presence, with the overarching aim of sustaining Mackoy's successful business growth and engaging a wider B2B audience.  



  • Page 1 Google placement for key SEO terms including groundworks contractors in Hampshire. 
  • A new responsive website with greater emphasis on Mackoy's capabilities, experience, and client portfolio. 
  • Content-rich Mackoy blog, Facebook and LinkedIn pages to build brand awareness among key influencers.
  • A professional new brand identity to create cohesion across Mackoy's online channels and offline materials.
  • An uplift in press coverage among key regional media and industry titles.
  • Targeted recruitment campaigns to boost applications from skilled workers around key new contract locations. 

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What we did

Gaining a greater understanding of the groundworks sector Tasked with delivering so many of Mackoy's critical assets, we began by getting to know the business with a series of in-depth discovery sessions. Conducted with Mackoy’s Managing Director and other members of the leadership team, these meetings allowed us to gain a greater understanding of Mackoy's groundworks and civil engineering operations, together with its key drivers, challenges and achievements.  

Print examples Corporate Brochure for Construction Client Mackoy

Establishing the Mackoy brand voice 

Before we generated any content for Mackoy, we first established a clear tone of voice pitched at Mackoy's target audience across its various channels. This included current and prospective employees, prestigious national homebuilders, and industry influencers. All of whom would engage with the Mackoy brand on one or more of its touch points. 

Corporate Brochure Design examples for Construction Client Print Mackoy

Helping boost applications from experienced operatives 

With its operations expanding, recruitment is integral to Mackoy sustaining its level of growth and having adequate resource to undertake new contractsWith print adverts costly, and generating little interest, we were tasked with increasing groundworker application rates and attracting a better quality of candidate. Leveraging Facebook for this purpose, we created tailored catchment-unique ads to increase awareness of job openings and ultimately direct more traffic to Mackoy's online recruitment page. Helping to bolster groundworks resource at key times in Mackoy's contract acquisitions. 

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Building a website to do Mackoy justice The size and scale of Mackoy's operation was impossible to grasp on its existing website. With 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 a 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. 

Mackoy Website Build example on desktop screen

Making Mackoy number 1 for groundworks on Google 

Despite repeatedly winning contracts with the UK's leading house builders (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 the 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 

Print examples Corporate Brochure for Construction Client Mackoy

Creating 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. 

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