Website strategy | Strategic marketing | Brand strategy | eCommerce web design & build
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.
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.
“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.”
Brilliant Digital knew how to improve the user experience (UX), increase website functionality and reduce the time spent constantly troubleshooting the website, through:
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.”
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.”