Full service digital marketing for Edcon Steel

Website strategy | Strategic marketing | Brand strategy | eCommerce web design & build

Local steel retailer to national online superstore

Thanks to the power of brand trust

Edcon Steel has been providing expert advice, superior service and a comprehensive range of steel and metal products for over 50 years. But while local customers knew and loved the in-person stores, Edcon was failing to reach the broader market…

…until Brilliant Digital came along.

  • Their problem: Poor digital brand and no ability to buy steel online.
  • Our solution: Powerful content, SEO, brand strategy and online store.
  • The results: Edcon doubles its online sales year on year… every year!

In desperate need of a full service marketing solution

Edcon’s previous website underwent multiple evolutions to try and increase sales and customer value, but CEO Hugh Edmunds knew it was still failing to fully encompass the brand, expertise and offerings of the business.

Edcon’s online brand needed an overhaul, and in order to do this effectively they needed a more comprehensive strategy and an expert team to bring a full service digital marketing solution together.

Edcon Steel website in a laptop

“Then we met Deb. Wow.”

After meeting Deb Croucher and the Brilliant Digital team, Hugh was impressed with their strategic thinking and their plans to back it up.

“When we came to Brilliant Digital, the selling point for us was the strategy,” says Hugh.

“It wasn’t just about building a website; it was about having a philosophy.

Sitting above that philosophy was the strategy that went into how we were going to make our website relevant and how we were going to keep it interesting to the customers.

That was the exciting thing for us with Brilliant Digital – because we weren’t doing that before and now we are.”

So, Deb’s team got to work

Brilliant Digital knew how to improve the user experience (UX), increase website functionality and reduce the time spent constantly troubleshooting the website, through:

Man wearing a jacket standing in a warehouse of steel supplies
Edcon Steel Website in a laptop

Simply astonishing results

Since joining forces with Brilliant Digital, Edcon Steel doubled its online sales in one year and has become Australia’s most comprehensive online steel and metal superstore.

“In the space of a few years, we’ve stopped just selling to people in Sydney and we’ve started selling to people all across the country, which is fantastic,” says Hugh.

Along with the increase in sales has been an increase in organic traffic, thanks to the strategic shift from SEM (paying to sit at the top of Google) to comprehensive SEO (working to grow free Google traffic).

“Now we’re getting organic clicks (that convert to sales) which are more productive and lucrative for us. They’re actually from people who are doing their research and are finding our information.”

Man buying a product in a store

The partnership continues

After working with Deb and the extended Brilliant Digital team, Hugh was excited to see that their new website not only has increased traffic and sales, but customers are enjoying the extensive product information and industry updates.

“Our customers are really appreciating the feedback we’re providing,” says Hugh. What’s more, Hugh knows that they’ve only touched the tip of the iceberg.

“The exciting thing about it is that we really have an opportunity to take something that’s good and make it even better.”

We can do this for your business, too

If, like Hugh, you know in your heart that there’s a full service digital marketing solution that can skyrocket your business, don’t sit around waiting for better days.

Contact us today to start the conversation.

Articles Career

We'd love to
hear from you.


    Brilliant Digital has been amazing! They provided a very professional and high-quality service. They understand the niche areas to target when building websites, which has helped make our website a Ferrari with a strong engine, rather than something that looks good but doesn’t bring in the clients. Thank you, Brilliant Digital!

    Matthew Guy

    Accounting For Good has been working with BD since late 2018 – starting with a website refresh and snazzy update to our logo. They’ve curated a solid website with great SEO. I can write, but it’s easy to get distracted and forget to write your content, so outsourcing is such a great option. I *love* our BD content writer – it’s a real partnership. She understands our business and gets the tone I want so spot-on that I think she can actually read my mind.

    Kirsten Forrester
    Accounting For Good

    Brilliant Digital has helped me grow my family business. Once we developed a fully functioning, professional and productive website, we doubled our client base, and we continue to have consistent inquiries. We will definitely be continuing our professional relationship with Brilliant Digital and use their services for our future endeavours.

    Michael Rahn
    Power with Purpose

    Positive: Professionalism, quality, responsiveness

    Brilliant Digital has a wonderfully friendly, helpful and knowledgeable team and has been invaluable to my business.

    Ian Donald
    Ian Donald Optometry

    Our business website was looking dated and needed a revamp, and we weren’t happy with our current website managers, so we shopped around and were immediately drawn to Brilliant Digital. We set up a meeting and a few weeks later had a great new website, and we’ve had great feedback from clients since about the new look. The website has no doubt drawn new customers to my business and I feel that it has been worth every cent spent.

    But wait there’s more!

    Brilliant Digital has been a fountain of knowledge on all aspects of internet and web marketing and social media, and we’re really grateful for their knowledge and expertise and the huge impact they have had on our business.

    Ari Ende

    My website has been critical to my success. It is literally the face of my business… it’s the shop window.

    I can’t recommend Brilliant Digital highly enough. It is the only company that has taken the time to gain a deep understanding of me, my business, what I want to achieve and where I want to go with it.

    Julie Nipperess
    Step Up Group

    Our website was up and running in six weeks as promised. I couldn’t believe it, actually. Our first website was such a long, tortuous process.

    Brilliant Digital has done everything they said they would do. We’ve never had a problem, even with all the increased traffic from the new marketing campaigns. We’ve been very happy!

    Brett Churcher
    Playoust Churcher

    We really feel that the end product was just at such a high standard. It’s really crisp, really clean, and it’s gone from scope all the way to that delivery piece. It’s been quality all the way.

    We value that and we think the Brilliant Digital team has far exceeded our expectations.

    Janelle Dixon
    Facilities First

    We are a very busy medical practice that recently engaged Brilliant Digital to develop our website and online presence.

    Straight away we realised we had found someone with invaluable marketing experience, who explained in plain speaking the pitfalls and advantages of the online world.

    This allowed us to get on with the more important issue of running our practice.

    We have received lots of positive feedback regarding our website and mobile site from many of our patients.

    Jacqui Ellsmore
    Glebe Family Medical Practice

    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.

    Hugh Edmunds
    Edcon Steel