Rubix Consulting
In Autumn 2022, a transformative journey began for Rubix Consulting, a Coventry-based engineering consultancy specialising in Temporary Works solutions. The mission was to overhaul their existing website, enhancing its functionality and search engine optimisation (SEO). The project, culminating in a November 2022 launch, marked a significant stride in Rubix's digital presence.
Rubix Consulting are a beacon of expertise in the UK construction industry, offering tailored Temporary Works solutions. Their service spectrum ranges from tower crane foundation design to demolition sequencing advice, catering to a diverse clientele including main contractors, subcontractors, and construction sole proprietorships. Headquartered in the West Midlands, Rubix's influence extends across the UK, with projects in Liverpool, Manchester, Birmingham, Warwickshire, Northern Ireland, and Jersey.
Revamping an Existing Website
The initial engagement with Rubix Consulting began in Summer 2022. Adil, a director at Rubix, sought to update their WordPress site, initially crafted by an engineering team member. Though functional, the site's non-responsive design was detrimental to its Google ranking, as key pages were not mobile-friendly and thus poorly indexed. This issue necessitated a comprehensive rebuild to enhance mobile usability and search engine visibility.
Web Design Strategy
Building a Responsive and Stylish Platform
The redesign of Rubix Consulting's website was underpinned by two critical objectives: maintaining the site's existing aesthetic appeal while dramatically improving its responsiveness and mobile performance.
Adapting to Mobile Trends: Recognising the growing prevalence of mobile internet usage, special attention was given to ensure the site's layout, images, and navigation elements were fully optimised for mobile devices. This involved implementing a fluid grid system, touch-friendly interfaces, and responsive images that adapt seamlessly to different screen sizes.
Enhancing User Experience (UX): The user experience was a paramount consideration. The site was meticulously structured to offer intuitive navigation and quick loading times, regardless of the device used. This UX focus ensured that both returning visitors and new users could easily access and interact with the site, enhancing user engagement and satisfaction.
Consistency in Branding: Despite these extensive modifications, it was essential to preserve the familiar look and feel of the original website. This continuity in visual identity and branding helped in maintaining a sense of familiarity for Rubix's existing clientele, while also appealing to new prospects.
Implementing a Dynamic Case Studies Section
Showcasing Success Stories: The new case studies section was designed not just as a repository of past projects but as a dynamic platform to showcase Rubix Consulting's expertise and success stories. Each case study was meticulously crafted to highlight the challenges faced, solutions provided, and the outcomes achieved, thereby illustrating Rubix's capability to deliver effective and efficient Temporary Works solutions.
Categorisation and Tagging for Enhanced Navigation: Advanced categorisation and tagging features were incorporated, allowing users to filter and find case studies relevant to their specific needs or interests. This level of organisation makes the website more user-friendly and accessible, encouraging deeper engagement from visitors.
SEO Integration in Case Studies: The case studies were also strategically used to enhance the website's SEO. Each study was carefully infused with targeted keywords relevant to the industry and services offered by Rubix Consulting. This approach not only improved the website's search engine rankings but also ensured that the content remained highly relevant and informative for the readers.
Interactive and Multimedia Elements: To further engage users, the website includes interactive elements like sliders and embedded videos. These multimedia components not only made the content more engaging but also catered to various user preferences, enhancing the overall impact and memorability of the case studies.
Continuous Content Development: Recognising the dynamic nature of SEO and content marketing, the website was designed with the flexibility to continuously add and update case studies. This ongoing content development strategy ensures that the website remains current, relevant, and continues to rank favourably in search engine results.
The web design strategy for Rubix Consulting's website was a harmonious blend of aesthetic continuity, enhanced mobile responsiveness, user-centric design, and strategic SEO integration. The addition of a dynamic and interactive case studies section not only enriched the user experience but also played a crucial role in elevating the site's search engine performance and digital visibility.
SEO Enhancement
In-Depth Keyword Analysis and Optimisation
Comprehensive Keyword Research
The SEO enhancement began with an exhaustive analysis of Rubix Consulting's existing website to understand its keyword footprint. This process involved using advanced SEO tools to dissect not only the site's current keyword performance but also to uncover potential opportunities in the market.
Identifying High-Value Keywords
The focus was on pinpointing high-volume, relevant keywords that were both achievable and aligned with Rubix's core services and target audience. This strategy extended beyond generic terms, delving into long-tail keywords that could capture more specific, intent-driven searches.
Balancing Keyword Varieties
The optimisation process balanced a mix of established and emerging keywords. While established keywords maintained the website's strong presence in traditional search areas, emerging keywords were leveraged to tap into new market segments and user queries, staying ahead of industry trends.
Strategic Keyword Integration
Once identified, these keywords were seamlessly integrated into the website's content, from service pages to blog posts, and the newly enhanced case studies section. This integration was done thoughtfully to ensure natural readability and avoid keyword stuffing, thus maintaining high content quality.
Measurable Improvements in SEO Metrics
Enhanced Keyword Impressions and Rankings
Post-launch, a significant increase in keyword impressions and rankings was observed. This improvement was a direct result of the optimised content and strategically chosen keywords, making the website more visible and accessible to a broader audience.
Improved Click-Through Rates (CTR)
With higher visibility, the website witnessed a rise in click-through rates. This indicates that the content not only appeared more frequently in searches but also resonated with the target audience, compelling them to engage with the website.
Tracking and Analytics
The use of sophisticated tracking tools and analytics enabled the continuous monitoring of these SEO metrics. This data-driven approach allowed for ongoing adjustments and refinements in the SEO strategy, ensuring that the website remained optimised for the best possible search engine performance.
Lead Generation and Conversion
The ultimate testament to the SEO strategy's success was its impact on lead generation. The enhanced online visibility and improved user experience led to an increase in high-quality leads, demonstrating the website's effectiveness in reaching and engaging its target audience.
Long-Term SEO Growth
The SEO enhancements were designed with sustainability in mind. By focusing on a blend of current and emerging keywords and continually updating content, the strategy ensured that Rubix Consulting's website would maintain and grow its online presence over time.
The comprehensive SEO enhancement for Rubix Consulting's website was a multifaceted approach, combining in-depth keyword analysis with strategic optimisation and ongoing performance monitoring. This resulted in measurable improvements in key SEO metrics, significantly boosting the site's online visibility, user engagement, and lead generation capabilities.
Result: A Modern, Mobile-Optimised Website
Rubix Consulting now boasts a fast, modern website optimised for mobile devices, significantly improving user experience and search engine rankings. The website effectively showcases Rubix's services, facilitating easy contact through various channels, including mobile call links and user-friendly web forms.
The collaboration between myself and Rubix Consulting exemplifies the transformative power of responsive web design and strategic SEO. By addressing the challenges in the Coventry and West Midlands market, Rubix has solidified its online presence, ensuring continued growth and client engagement in the dynamic field of engineering consultancy.
