The People

Kernow Coatings are an industry leader in optimised high-performance coatings for print, security, engineering and industrial substrates. This means their online presence is paramount to their marketing strategy, and functioning well is business critical. 

The Challenge

Working with the in-house marketing team, we ran a discovery session to take a deep look into the functionality of their existing website, and it’s architecture. Assessing the adaptability of the content, and what future plans the business had which may need additional work, we found that capability was limited, and in fact purposefully rescricted. Fields were a struggle to adapt, and simple things like adding a second call-to-action button weren’t possible because of the manner which the site had been configured, as well as more complicated things like building bespoke landing pages, and even structuring product ranges. Whilst passable for current usage, it didn’t allow the team the flexibility they needed which allowed the team to push on with marketing campaigns, updating content, and pushing out new products in an agile way.

The Solution

We worked with the team for several months on a recurring basis. We started with an initial project piece to alleviate some of the bigger pain points mentioned, to reduce the limitations, and bring some functionality inline with the marketing strategy that the team have in place. This then fed into some sales ideas, and management aside from marketing, so the impact became far reaching through the business. We also implemented some additional tools to help with landing pages, product hierarchy, and facilitation of building new landing pages using predefined, but flexible, layouts. 

The Results

The business products and offering is now more clearly defined and reflected online, with well structured content, and easier to search and navigate. The marketing team are able to capitalise based on their strategies, and have been able to make new additions on top of their existing plans. The team is using new and functional landing pages to promote individual products, product-lines, and industry-specific solutions – and collecting enquiries and leads as needed. Their SEO has received a boost as a result, with more direct and specific marketing, their advertising has benefitted with being able to target industries, and overall, it is less work than it ever used to be, saving the whole business time, boosting productivity, and improving profit levels.