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Digital Marketing for a Steel Supplier: Masteel Case Study

Your website is more than just a tool to educate your audience and generate leads. It is often the first impression potential customers have of your brand and is your chance to make positive lasting impressions.

Masteel UK Limited is a leading independent stockist and distributor of high quality steel products including hot rolled plates, sheets, tubular, structural sections, and other associated goods to a variety of different market sectors both within the UK and internationally.

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What were the challenges?

Any change to the Google algorithm poses a challenge for marketers but for Masteel UK Limited it led them to completely reconsider their site design and website build.

Initially the website rebuild was done in house but after seeing big drops in search rankings, discussions began with AZoNetwork to see what could be done.

Masteel and AZoNetwork began their working relationship in 2009, initially creating and hosting content on, one of our industry specific sites.

The AZoNetwork web services team took over the build of a new website and used the extensive marketing, design and industry knowledge to start putting the plans together.

Our digital marketing solutions for Masteel

Whenever we undertake a new project, the first thing we consider is the User Experience (UX):

  • What is the purpose of the website?
  • Who are the target personas?

Related Reading: Does your website provide a good user experience?

With that in mind we started the process of creating a site that not only provided a great user experience but also had a smart design and was optimised for key search terms.

Marketing Science website redesign

The process of optimising the site included a 12-month SEO campaign for the keywords that would help Masteel to increase their online awareness and generate new business.

Once the website was optimised for lead generation, we worked on integrating the new leads within their CRM system so that they could manage them more effectively.

The results

Our most recent results (as of Jan 21) saw a 65% increase in organic traffic that has not only lead to a 10% increase in visitor-to-enquiry but a 73% increase in overall enquiries. Fantastic results that have helped Masteel to generate business growth.

The traffic has increased to such a level, that it's double what it was when we built the original website...

The CRM integration has allowed Masteel to easily manage new leads and to follow up and nurture them if they are not in the buying stage. The manual task of inputting data has been removed.

What's next?

The relationship between Masteel and AZoNetwork is now entering its 14th year. 2021 will be another big year for the partnership with plans already in place for:

Using the latest inbound marketing techniques to deliver the right content at the right time allows us to produce these types of results. Get in touch by clicking the button below to discuss how we can support your business growth through digital marketing.

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Posted by Danny Layzell

After growing up in the Ribble Valley, Danny has spent much of his professional career working in marketing & operations for international education. Danny is a chartered marketer with a degree in Politics and a level 6 diploma in Digital Marketing. Whilst working as a freelance digital marketer Danny was introduced to AZoNetwork. He joined the team in 2020. As well as digital and politics, Danny is passionate about most sports mainly rugby and cricket. He is also a life-long Manchester United fan and more recently became a Dallas Cowboy supporter! Travelling has become a real interest for Danny, and he dreams of travelling alongside the ‘Barmy Army’ (England cricket fans) in the future.  

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