Howick is a pioneer in the technology of precision light steel roll-forming machines. For over 40 years, their commitment to innovation in Cold Formed Steel (also known as Light Gauge Steel), precision manufacturing, uncompromising quality and exemplary customer service have defined the Howick way. This underpins the competitive advantage enjoyed by their customers. Twenty CX started working with Howick in 2018 to help the team transition their digital marketing capabilities to better connect with and drive sales from the global construction community.
Our initial focus was on better connecting the digital, sales and marketing function with the implementation of the Sharpspring marketing automation platform. A customer engagement strategy was evolved, along with a content marketing strategy. In 2019 we undertook a review of the digital experience. This resulted in a new positioning, a brand refresh and new website to improve the experience for prospects and existing customers. As Covid hit, this work put Howick in a strong position to re-focus their marketing and sales away from face-to-face industry events to a more digitally-enabled buyer journey. Our work has extended over the years to include all aspects of marketing and digital engagement for this global brand.
The new website for Howick delivered an uplift of 85% in unique visits, with sessions on the site increasing by 79% year on year. Over the first three months of go-live on the new site, we saw an increase of 55% in contacts, with lead volumes increasing 22% in the same period. Howick's business has flourished through a combination of increased demand, an increasing realisation in the market of the benefits of modern, fast-build construction methodologies and a focus on innovation. Having the right technology environment in place has helped the business take advantage of the global shift and continue to grow despite the challenges of global travel restrictions since early 2020.