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46% Increase In Enquiries In 6 Months

Malcolm Nicholls

Client

Malcolm Nicholls is the UK’s leading 3D Printing and Rapid Prototyping, Low Volume Production expert, offering over 50 years of experience and an unrivalled reputation for outstanding quality.

Home to two of the largest 3D printing machines in the UK, as well as a suite of 3D Printing technologies. Malcolm Nicholls quickly and efficiently produces premium prototypes / 3D prints from CAD data to turn great designs into successful products for leading brands.

The rise in competitors’ digital presence meant that Malcolm Nicholls needed to up their game to rank above competitors in Google Search Results when a user is searching for their services to remain competitive, gain website traffic and generate leads.

  • Lead time: Ongoing

  • Sector: Manufacturing

  • Target Type: B2B

  • Demographic: OEM and T1 Manufacturers

  • Goal: Double the number of quality leads achieved, with optimal Cost Per Lead metrics for maximum Return On Investment.

40%
Increase in Website Traffic
54%
Website Engagement Rate
46%
Increase In Conversions

Results

We’ve been working with Malcolm Nicholls over numerous years. We’re invested in long-term growth, versus putting brands on the back-burner, once initial performance has boosted. Our long-term partnership with Malcolm Nicholls has achieved impressive results.

Considering the last six months, website traffic has increased by over 40%, resulting from significant improvements in SERPs. Subsequently, this traffic boost and the improved user-experience has translated to 46.34% increased enquiries, and conversion rates climbing by 13.25%.

Our integrated strategy across SEO, Content, Digital PR and PPC focuses on attracting and converting high-quality B2B leads from the manufacturing sector, to make impact to the bottom line.

"Assisted do things really well. They have done everything they can to understand our business, and that's what's important for us. We're specialist in what we do - and they've taken the time to understand this. They’ve taken the time to understand our marketplace.”

  • Elisha Dunkley – Malcolm Nicholls - Marketing Manager

Objectives

New customer generation – All marketing campaigns must deliver a tangible increase in quality leads that can be passed to the sales team to close; with a focus on lead quality, for valuable long-term customers.

Clear digital strategy – All digital channels should be working to a clear strategy; with clear collaboration and regular communications for an aligned marketing and sales strategy.

ROI and measurement – To effectively track and measure all activities and marketing channels. With consolidation into a clear report to measure return on investment, whilst providing outstanding agency support and account management.

Malcolm Nicholls Malcolm Nicholls Malcolm Nicholls Malcolm Nicholls Malcolm Nicholls Malcolm Nicholls Malcolm Nicholls Malcolm Nicholls Malcolm Nicholls Malcolm Nicholls Malcolm Nicholls Malcolm Nicholls Malcolm Nicholls

Strategy

The strategy aims to increase organic and paid traffic, and conversions, and improve website user experience for Malcolm Nicholls. By optimising on-page elements, conducting thorough keyword research, and building high-quality content, we will enhance organic search visibility, particularly for branded terms. Simultaneously, we’ve focused on improving rankings for non-branded terms to expand reach and attract new customers.

A robust technical SEO audit will address website health issues, while user experience enhancements will improve engagement. To complement organic efforts, a data-driven PPC strategy will be implemented, emphasising lead generation, ad optimisation, and close collaboration with the SEO team.

This combined approach has and will continue to drive substantial growth in website traffic, conversions, and overall business performance.

 

 

SEO Strategy

Here’s how things looked to begin with:

  • 58% Branded Website Traffic
  • Avg. Position of 12.6 in SERPs for Branded Terms (e.g. “Malcolm Nicholls”)
  • 42% Non-Branded Traffic
  • Avg. Position of 48.3 in SERPs for Non-Branded Terms  (e.g. “3D printing for Automotive”)

 

Opportunities:

  • We should be securing top positions for users who are searching for the Malcolm Nicholls brand. 
  • With improved rankings, we’ll drive higher volumes of traffic and leads. 
  • Opportunity to improve our rankings in SERPs for users who are searching for the products and services that Malcolm Nicholls provide. 
  • With improved rankings, we’ll improve Click Through Rates and drive higher volumes of traffic and leads. 
  • With an improved website User Experience, engagement and Conversion Rates will increase for higher volumes of leads. 

Here’s what we’ve achieved:

  • 43% increase in organic traffic
  • 17% increase in conversions
  • 46% Branded Website Traffic
  • 54% Non-Branded website traffic
  • 60% Increase in non-branded website traffic
  • 3x increase in CTR, from improved positions

 

Here’s how we did it:

1. Competitive Analysis & Keyword Research:

Competitor Analysis: Identify top competitors. Analyse their content, keywords, and backlink profile.

Keyword Research: Find relevant keywords with search volume and lower competition; targeting a mix of high-intent (long-tail) and informational keywords.

Keyword Mapping: Assign each target keyword to the most relevant page on the website to ensure clear focus and avoid keyword cannibalisation.

2. Technical SEO Audit: PIE Document Creation to direct strategy and understand priorities, covering:

Keyword Optimisation: Headings and meta descriptions for keyword alignment.
Schema Markup: Implement relevant schema markup (article, local business, review, service, breadcrumb, FAQ) to improve search engine understanding.

XML Sitemap Audit: Ensure all important pages are included in the XML sitemap and any missing URLs are added.

Redirects: Fix any broken redirects and implement 301 redirects for permanent URL changes.

Cannibalisation Check: Identify and address any pages competing for the same keyword.

Page Speed Optimisation: Analyse and improve website loading speed for better user experience and SEO.

3. URL Structure & User Experience:

URL Stability: Ensure URLs are clear, concise, and descriptive, using relevant keywords.

User Experience: Optimise website navigation, readability, and mobile-friendliness for a positive user experience.

4. Content Strategy:

Content Creation: Create high-quality, informative, and engaging content targeting the chosen keywords. Addressing and considering user search intent, semantics and provide valuable solutions.

Content Refresh: Update and improve existing content to maintain relevance.

5. Monitoring & Improvement:

Tracking Results: Monitor organic traffic, keyword rankings, user behaviour, traffic, leads and return on investment.

Staying Updated: With algorithm updates and industry shifts to engage the target customers.
Content Strategy

Competitive Analysis & Keyword Research:

Competitor Analysis: Identify top competitors. Analyse their content, keywords, and backlink profile.

Keyword Research: Find relevant keywords with search volume and lower competition; targeting a mix of high-intent (long-tail) and informational keywords.

Keyword Mapping: Assign each target keyword to the most relevant page on the website to ensure clear focus and avoid keyword cannibalisation.

On-Site Content Creation: Create high-quality, informative, and engaging content targeting the chosen keywords. Addressing and considering user search intent, semantics and provide valuable solutions.

Content Refresh: Update and improve existing content to maintain relevance.

Off-page Content Creation: Work on building domain authority via content creation, guest posting and alignment of citations.
PR Strategy

Competitors ranking on page one had a DA higher than Malcolm Nicholls.

We created a link building strategy to achieve a DA between 25-30
PPC Strategy

The results, in the last 6 months:

  • 95.38%+ conversions
  • 3% conversion rate (18.85% increase vs. previous 6 months)
  • 66.53%+ conversions
  • 67.97% website engagement rate

Here’s how we did it:

1: Performance Analysis:

Google Ads Account Review: Analysis of current and historical performance data.

Marketing & Lead Funnel Analysis: Evaluation of business’s marketing funnel and lead generation processes.

Growth Opportunities Research: Identify potential areas for business growth.

Competitor Analysis: Conduct thorough analysis of direct and Google-based competitors.

2: Strategic Overview & Mapping: Develop both short-term and long-term growth strategies.

Conversion Tracking: Review, update, and test conversion tracking setup.

Technical Updates: Update technical aspects of the Google Ads account to ensure optimal performance.

Campaign Restructure: Restructure campaigns with a focus on lead generation.

Audience Targeting: Conduct advanced research on relevant audiences, update segmentation, and create targeted audiences.

Ad Optimisation: Refresh & personalisation of ad copy, ad placements adjustment, and creatives update.

Data-based A/B testing to determine the most effective setup & format.

Bidding Strategies: Continuous optimisation of account assets such as sitelinks, callouts, structure snippets and more based on data analysis and prospects engagement behaviour.

Budget Allocation: Allocate budget according to performance, engagement trends and seasonality.

Collaboration with SEO: Working closely with the SEO team to enhance quality scores and improve landing page experiences.

“We’ve broken ‘the agency norm’ that the Malcolm Nicholls team has been used to: having been put on the backburner after the initial agency/client ‘honeymoon period’ passed and an overuse of jargon to conceal performance metrics. We’ve built a long-lasting valuable relationship, clearly report on the metrics that matter, speak in human terms and of course deliver a comprehensive performance marketing strategy that makes impact with enquiries and revenue driven month on month.”

  • Nick Rinylo - Managing Director

“Our online presence has definitely improved. Our business has seen a big uplift with new inquiries. Assisted definitely know their stuff. The agency we had before were dreadful. Assisted have actually restored my faith in a marketing agency. They are a fantastic agency. I have recommended them to some of our other customers as well; and that takes a lot for us to recommend other suppliers."

  • Elisha Dunkley – Malcolm Nicholls - Marketing Manager

Other work

Let’s make it happen.

We specialise in various sectors and industries based on years of experience and expertise. If you are looking for a digital agency we have all bases covered.

 

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