For half a century, customers have been turning to Ifor Williams Trailers to make their working lives easier and their leisure time better. Ifor Williams Flatbed, Tipper and General Duty trailers are used across a huge variety of industries from builders to tree surgeons. The range of Car Transporter trailers is used by rally drivers and garage owners, while the Box Vans are increasingly popular with coach and bus firms, market traders, hot-air balloonists, scout troops and tradespeople, who convert the interior into mobile workshops.
Farmers continue to put their trust in the reliability and durability of an Ifor Williams Livestock trailer – along with trailers to carry quad bikes across the farm and Canopies for their pick-up vehicles. Horse-owners have been returning year after year, confident in the knowledge that they are choosing a reliable and robust Horsebox trailer for their animals.
West Wood Trailers has been Ireland’s Leading supplier of New and Used Ifor Williams Trailers since 1958. West Wood Trailers is a well-respected brand in the construction, farming, equestrian and leisure sectors. So while it was a much admired brand and a market leader in their sector, it had an outdated website that did not depict the progressive company it was by 2013.
The company felt that the quality of their product range and company image was not properly portrayed by their website. Westwood Trailers approached Emarkable and asked us to design a new online Digital presence which would be reflective of their market-leading position.
Emarkable partnered with Mindsi Graphic Design to work with Alan Cole, the managing director of Westwood Trailers, on the design of the new online presence. The brief was clear. The company wanted a web presence that reflected its market-leading position, and the look and feel of the company’s quality products.
The first stage of this process was an in-depth strategic review where the key online objectives of the web presence were clarified. The website had to facilitate a number of priorities.
The site was built using the WordPress Content Management System (CMS) which is the most popular web building platform in the world.
In the first instance, the website had to act as a Lead Generation engine, encouraging visitors to contact the company directly, or leave some contact details. To achieve this, prominent Calls To Action (CTA) were installed on the home page picture carousel, which was the main point of entry into the site. A large range of PDF brochures was prepared for all main product categories which web browsers were encouraged to download. The site also included a news section, which highlighted pictures and stories of customers using the products in a real-world setting. This offered social proof of the popularity and functionality of the trailers in everyday life of customers.
It was also recognised that high-end quality photography was an essential element of the online marketing mix. Taking this on board, significant resources were spent on photography depicting the products in use against the backdrop of stunning scenery and iconic images. Each page of the website was handcrafted using iconic motor brands used such as Porsche, Mercedes and Volkswagen as a guide.
Google Analytics was installed on the site to allow Emarkable to monitor audience behaviour. Extensive keyword research by Emarkable ensured the website was optimised for search engines and that this could be improved on an on-going basis. This meant that the Westwood Trailers website appeared when key search terms were used by prospects carrying out online research.
Since the upgrade, Westwood Trailers have seen a steady increase in online visits year-on-year to their website The majority of visitors arrive at the site through Google search – which indicates that Search Engine Optimisation (SEO) has been effective. We can also see the depth and length of engagement on the site is increasing which means website visitors and staying longer on the site and viewing more pages. This indicates users that are researching their options.
In addition, we can also see that the website is serving its primary function as an effective Lead Generation engine for the sales team. In the last year, alone many hundreds of new contacts and inquiries were generated through the website.