HMA Digital Marketing's most recent projects
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Roberts Graphics – Website and Search Engine Optimisation Strategy
Roberts Graphics Limited are leading suppliers of used printing machines, based in the UK and operating on internationally making it essential that the Roberts Graphics website and digital marketing strategy is successful.
HMA Digital Marketing initially built the first Roberts Graphics website back in 2001 and with the company moving leaps and bounds since then, 2007 saw a new look site which catered for their expanding needs.
The new site, built on the .NET platform and using HMA’s content management system provides Roberts Graphics with the ability to update information on the site and keep their ever-changing product list updated for up-to-the-minute availability. Product and customer data can be extracted from the system to integrate with other systems. Visitors to the site are presented with a full list of machines available with the added benefit of creating their own ‘favourites’ list to request more information on multiple products at the same time.
Appearing at the top of the search engines was critical to the success of Roberts Graphics digital campaign. HMA therefore embarked on a search engine optimisation campaign to maximise the digital presence of www.robertsgraphics.co.uk. By employing SEO techniques, we have now achieved Google first page listings for a large number of the target keywords including ‘Used Printing Machinery’, ‘Second Hand Printing Machinery’ & ‘Used Heidelberg’ ensuring that Roberts Graphics remain ahead of their competition on both a national and international level.
“As one of HMAs longest standing customers we can say from great experience that the commitment and professionalism shown by all the team there is second to none. Whether it be a small question or a more technical problem there is always someone there willing to help and spend the time to solve the issue. After the launch of our new website last year we have had a fantastic response which is down to the hard work and dedication of the team at HMA. They have taken our needs and adapted them into a well functioning and lead generating business tool.”
James Roberts, Roberts Graphics
New digital strategy for Lingfield Point, Darlington
When Marchday Group plc acquired Lingfield Point in 1998 the estate had seen no investment for many years and many of the buildings stood vacant and crumbling. Over the past 10 years Marchday have invested over £35million in the regeneration of this important part of Darlington. They have worked hard to change the perception from a dilapidated industrial estate into a thriving, dynamic and contemporary business community it is today.
Our brief was simply - “create a digital experience that will reinforce the changes that have taken place and challenge the perception of Lingfield Point in the minds of people that have not visited Lingfield Point recently”.
The simplest briefs are often the most challenging and this one certainly proved to be the case, particularly when we also had to take into account complex navigation, large volumes of information, plus accessibility and search engine optimisation issues. We wanted to leave the visitor in no doubt of the investment made at Lingfield point and use massive photos to show the buildings and environment but we also needed to ensure potential occupiers could easily get to important decision making information.
“The Lingfield Point website is as inspirational and functional as Lingfield Point itself is. The website contains many hidden gems (as does the site itself) of information (easily found hidden gems), it has great navigation tools, good content and is displayed in a crisp wrapper.”
Mark Cassidy, Student Loans Company (Lingfield Point occupiers)
Our solution was a two layered approach with a Flash pictorial guide, overlaying an unconventional HTML divs site, both of which can be navigated at any point.
And for those of you who want to know more about the technical issues:
The project is highly ambitious and walks a fine line between ensuring the site works on most machines particularly in different browser versions and also will downgrade if needed.
One of the main issues we had was layering content over a flash background which has only become possible in recent browser versions. Also combining all the sites into one meant that all the content was essentially being loaded into one page, which caused difficulty with memory usage. Therefore the site had to be optimised as efficiently as possible to enable the site to run on slower machines.
We used the latest incarnation of the Mootools Javascript framework, which eased the development of the site, especially with regard to animation and remote server calls. However the site required extensive cross-browser testing due to the complexities of what we were trying to achieve.
The site also uses a lot of communication between Flash and HTML content which involved timing Javascript calls between the two to ensure functions were only called only once they had loaded and were available.
Visit www.lingfieldpoint.co.uk and see whether you think we have been successful.
Amco – Multi-disciplinary construction and engineering service provider
Amalgamated Construction Ltd (Amco) is part of the Amco Group, a UK based group of companies providing a diverse range of construction, engineering, property development and manufacturing services.
HMA have provided brand and marketing support to Amco since 2005 and following the recent formation of Amco Group to facilitate a management buyout of Amalgamated Construction and its sister companies Amco Drilling, Amco Developments, and Amco Plastics, a new digital presence provides Amco Group with a consistent online approach.
With Amco Construction providing 80% of the Group’s £100m turnover, www.amco-construction.co.uk was the first website to be completed. The website provides a comprehensive overview of Amco’s services and portfolio, providing clients, prospective clients and employees with the confidence that Amco can deliver on their vision of being the ‘Contractor of Choice’.
www.amcodrilling.com has also been launched to promote their status as a leading provider of drilling services across West Africa.
Both websites are powered by HMA’s Microsoft approved content management system enabling Amco to update all information from one central place.
The Amco Group website will provide a portal for the group’s information and now that HMA have secured the purchase of the domain name www.amco.co.uk, this website is currently in production and will be launched shortly followed by other websites in the group.
Spacia – The UK’s largest small business landlord
Network Rail is one of the largest land and property owners in the UK and Spacia is a specialist division of the company, responsible for the development and management of arch and other rail properties.
HMA was responsible for the creation of Spacia’s very first website over ten years ago and as the organisation and management has changed over the years, HMA has provided a continuous service that has kept the website at the leading edge of digital property marketing.
Spacia is the largest provider of SME business accommodation in the UK and has more than 8,200 properties nationwide totaling 2.8 million sq ft of business space. This focus on the SME market means that many of Spacia’s customers do not use professional property advisors and will look for suitable accommodation themselves. Therefore the need for a website that performs at the highest standards has always been critical to the organisation.
The website has a powerful search mechanism and provides a number of alternative search options so that visitors to the site can find property details in a way that suits them. The Spacia team keep the property database up to date via our content management system and this data is exported to other online property directories thus making sure there is only ever one set of data and details are always up to date.
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