Online steel and mega superstore
- +500% organic traffic growth
- 20% YoY online sales uplift
- Built to scale with AI search
Background
About the Client
Edcon Steel is synonymous with tradies and retail customers who value quality steel products, expert service, and competitive pricing. Over 50 years, the business has grown its networks of brick-and-mortar outlets across New South Wales to six strategic locations servicing metro and regional customers. In 2018, the company made a bold and savvy decision to take its offering into the online space.
The challenge
Edcon had grown its footprint and was committed to adopting an online sales funnel. However, its digital presence, particularly its existing website, did not communicate the company’s strengths, vision, or value proposition. It was outdated and couldn’t support a scalable eCommerce platform or a complex and extensive range of product categories and catalogues.
Understanding that the business operated in a highly competitive and technical market, the team sought professional advice and met with Brilliant Digital’s lead strategist, Deb Croucher.
In collaboration with Edcon leadership and her internal team, Deb created a plan to:
- Transform a legacy website into a modern eCommerce platform that could scale
- Structure and optimise a complex catalogue of steel products for Google.
- Generate qualified traffic and improve the online quoting and checkout experience
- Build a marketing engine that could adapt, perform, and grow long-term
“We always begin with a complete Strategic Roadmap to guide website builds that can support the business and scale into the future. It is about growth”
Deb Croucher, Lead Strategist
Brilliant Digital
The Strategy
Our Strategic Approach
Deb’s approach is centred on strategy. Seeing the obvious is easy; it is more about forecasting and putting a plan behind the initial concept that will see any project sustain and grow as the business expands.
The process involves:
- Brand and platform audit
- Search-focused content structure and UX design
- Product category optimisation and landing page strategy
- SEO, Digital Ads, and content marketing integration
- Email campaigns and ongoing performance reviews
- Continuous monitoring and optimisation
This process is essential to future-proofing while ensuring the website meets the present demands. Integration is key. SEO, digital advertising, and content marketing supported by email campaigns help generate awareness and build trust. Regular performance reviews measure demand and create a vital feedback loop for future campaigns. Any modern website must be able to adapt to algorithm changes, market shifts, and consumer behaviour. The strategy must build resilience and ensure the website can scale over time.
The strategy is critical. While heavy and requiring extensive research, the results justify the effort. Since launching our partnership with Edcon Steel in 2018, the company has experienced exceptional results.
- 20% year-on-year increase in online sales
- More than 500% growth in organic search traffic
- Regular newsletters with open rates well above industry averages
- Substantial increase in quote requests and direct sales
The website and eCommerce platform have undergone several iterations to continually improve and adapt to shifting business needs. These have been painless and only enhanced the site without needing to strip it down and start again.
Importantly, the initial strategy has worked favourably with the rise of AI. Edcon Steel has established visibility on AI search platforms with product pages and blog content that are indexed and ranked consistently.
500% increase
Organic search traffic
Top 3 rankings
for 1000+ key terms
Online sales uplift
Consistent uplift in online sales
Ongoing 9-year partnership
with monthly growth reviews
“When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website; it was about having a philosophy"
Ongoing Partnership
Built for the Long Term
Going forward, we continue to deliver strategic, data-driven growth. As we embrace the new era of AI, Edcon Steel is well-positioned to take advantage of its influence on digital marketing. We are adapting the site to meet the new challenges, including:
- AI optimised content creation
- Generative Engine Optimisation (GEO) integration
And continue to deliver:
- Campaign planning across Google, EDM, and social
- Conversion rate optimisation based on real-time user insights
- Monthly reporting and strategic review
Edcon’s digital presence is not just a website, it’s a high-performing sales engine backed by strategic execution and long-term trust.
Connect with Brilliant Digital for strategic growth
We take a strategy-first approach to everything we build and support its growth with data-driven insights. Our team is a collaborative group of professionals who value long-term relationships and shared success.
Whether your business needs a marketing refresh or total overhaul, we are Australia’s leading digital marketing specialists for SMEs. Contact us today.
