Hitchcock & King

Hitchcock & King came on board in 2012, and were looking to create a quality website and online presence that reflected their growing business.

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The challenge

Hitchcock & King had the most basic of websites; there was no imagery, a huge amount of unused white space and blocks of long copy that made the website feel too boxy. On top of that, the main navigation was taken up by the branches’ location pages, with each page simply featuring the address of each branch. While the basic information was there, the appeal was not.

We knew that we needed to inject more excitement and variety into the website to reflect the impressive and ever growing stature of the company, as well as implement SEO and content marketing to reach new clients and cement Hitchcock & King’s reputation as a leading authority in the industry.

“With Hitchcock & King having over 40 years of experience supplying their services from various branches, one of the main areas we wanted to target was Google’s local listings. This allows current and potential customers to call from their mobile, visit the website and get driving directions all from within Google search results.”

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The design

Speaking about the design process, Dave Prosser, one of Adtrak’s web designers, said:

“When they partnered with Adtrak, Hitchcock & King had only a basic web presence, which – whilst functional – didn’t really convey the breadth of their expertise, their great service or the wide range of products available across their branches. By focusing the design on the core strengths of the business – large stocks, product range, great advice and fast delivery – we were able to provide a solution that gave users easy and fast access to the range of services offered, as well as highlighting the branches and contact information.”

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The strategy

When talking about his role in the marketing of the new website, Mark Pickering, an internet marketer here at Adtrak, said:

“With Hitchcock & King having over 40 years of experience supplying their services from various branches, one of the main areas we wanted to target was Google’s local listings. This allows current and potential customers to call from their mobile, visit the website and get driving directions all from within Google search results.”

The result: Over half of the calls to the Fulham Head Office were issued directly from the Google listing between the three month period of January 2016 and March 2016. On top of this, Fulham’s local listing received almost the same amount of interactions as the website did page views over a 12 month period (March 2015 – March 2016), with 151,179 interactions in the form of photo clicks, searches and Google+ profile clicks.

Another key area to work on was improving the digital footprint which Hitchcock & King had; a focus on ensuring all citations across the internet were consistent provided a strong basis for what the previous website had lacked.

Over time, increased efforts on internet marketing, content marketing and social marketing services – including implementing a LinkedIn account, a Twitter account and a Facebook account to encourage engagement with our content pieces – meant that as a marketing team, we could use a variety of formats to target ideas and keywords and bring a new audience to Hitchcock & King by improving their brand awareness.

Now, more than a year on, the total page likes for the Hitchcock & King Facebook page have increased over 500% and their tweet impressions have risen from 52 in April 2015 to an impressive high of 5,977 in May 2016.

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The next step

Hitchcock & King’s journey with Adtrak is far from over. Following on from the success of their previous website designed by us, they decided to commission a new, responsive website that will work best with their largest demographic - phone users. Dave Prosser stated that “with the responsive redesign, we were able to use the analytics and user data from our initial design to refine the placement and hierarchy of page elements, whilst also providing additional functionality such as a site-wide branch finder, as well as making sure the site looked great across all device screens and sizes”. The new website offers an easier navigation for both phone and tablet users and features the same colour palette and branding. The responsive site also benefits from a reorganised navigation, a slick and smooth operation, succinct new copy and new web pages to promote more of the company's ever growing stock and services. We’re hoping that this next step will further help the company expand their business and reach a widened potential client base.

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