A website that reflects the brand
Based in Seaham, County Durham MetroMail is a fulfilment and mailing house working with clients both nationally and internationally and specialise in Laser, Digital and Litho printing, Envelope and Polywrap Enclosing and Hand Fulfilment.
In 2018, MetroMail will be celebrating their 30th anniversary. In preparation for this the company rebranded and then began looking for a design agency to help them establish a suitable website reflective of the size of the business and the services on offer.
Following a number of meetings where we presented our portfolio and discussed how we could help, Cargo were the chosen partner to do this, and in July 2017 we began working with the team to deliver the project.
Metromail had grown to a £13m turnover, yet their current web presence simply did not present this.
Even when visiting the premises of the company, it wasn’t until you stood and looked over the shop floor that you can appreciate the level of operations that takes place. This had to be promoted and essentially shown off. Furthermore, when meeting with the team, it was highlighted that the existing site did not work for the business. The sales team in particular wanted the new site to become part of their process, to aid them in selling. An increased visibility online was required. This opened up the opportunity for us to run several workshops to find out exactly who the new site needed to speak to - the buyer persona.
We found that it currently took the sales team 2 days worth of cold calling in order to generate 1 lead. The website works 24 hours per day, 7 days a week, 365 days per year. Promoted correctly this would generate leads. After delivering a series of workshops with company leaders to uncover the buyers personas we also carried out keyword research and competitor link audits to find out how the current site benchmarked against competitors. Activity was carried out to raise the profile of MetroMail online - the first 6 months of this is almost complete and we will be able to share the success of this soon.
An ongoing partnership
The new site is a refreshing change to the previous experience. The company size - both physically and commercially is clear to see.
Key staff members and services are clearly promoted, along with case studies from notable national and international brands. The staff at MetroMail use the site extensively to promote the business through news posts and marketing campaigns, integrating this with social media.
As mentioned above, the 6 months online marketing campaign is almost complete - providing significant results in terms of the visibility of the site and related keywords within Google. When available, we will be looking to update this case study with this data.
We are looking forward to working with the MetroMail marketing team into 2018 to ensure the continued success of the business online, providing a clear return on investment for their website.