Air Power East

Project Scope:

Air Power East approached Rade to review and redevelop its website, creating a modern online presence that better reflected the scale, experience and technical expertise of the business.

Established in 1991, Air Power East has grown to become one of East Anglia's leading compressed air specialists, supplying, installing and maintaining compressed air equipment for customers across a diverse range of industries.

With an extensive portfolio of products and an equally comprehensive range of engineering and aftercare services, the website needed to make it easy for customers to find the information they required while clearly communicating Air Power East's expertise and service-led approach.

An important part of the brief was to create a clear distinction between

1. customers looking to purchase equipment and
2. those requiring servicing, repairs, installation or technical support.

The Challenge:

Compressed air is a specialist and technically complex market.

Air Power East provides everything from individual compressors and associated equipment through to complete compressed air installations, preventative maintenance, emergency repairs, air quality testing and leak detection.

The challenge was to organise this substantial amount of information into a logical structure without overwhelming the visitor.

At the same time, the website needed to reinforce some of the company's key strengths - more than 35 years' industry experience, 24/7 support and its relationship with Atlas Copco as an authorised distributor.

Search visibility was another important consideration. Air Power East operates throughout East Anglia, so the structure of the website needed to provide a strong foundation for promoting individual services and products to businesses searching within the region.

Solution:

We developed a new site structure that separates the company's core areas of activity into clearly defined sections.

Clear navigation and prominent calls to action help direct different types of visitors through the site.

Customers who already know what equipment they require can quickly explore the available product ranges, while those looking for advice, maintenance or emergency assistance can access the appropriate service information and contact the Air Power East team - something they're very keen to encourage.

The design uses strong imagery, concise messaging and clearly defined content areas to communicate the company's technical capabilities without making the website feel overly complicated.

Individual service pages provide considerably more scope for explaining Air Power East's expertise, while also creating focused landing pages that can perform effectively within search engines.

• Products & Ecommerce
  
  Alongside its engineering and support services, Air Power East supplies an extensive range of compressed air equipment.
  
  The website provides customers with a straightforward route into the company's product offering, including Atlas Copco compressors and associated compressed air equipment.
  
  Integrating the product offering into the wider website means customers can move naturally between researching equipment and accessing the technical expertise and aftercare services that support it.
  
  This is particularly important where selecting the correct compressor or compressed air system often requires considerably more technical guidance than a conventional online purchase.
  
  
• Building for Search
  
  SEO was considered as part of the structure and development of the website rather than being treated as an afterthought.
  
  Air Power East serves customers throughout East Anglia, with engineers supporting businesses around Norwich, Ipswich, Colchester and Cambridge as well as its Suffolk base.
  
  The expanded website structure provides dedicated content for important services and product categories, creating relevant landing pages for customers searching for specific compressed air solutions and allowing them to rank in SERPS their own right.
  
  The site's News & Insights section also provides Air Power East with a platform for publishing useful technical information, answering common customer questions and continually developing the depth and relevance of the website.

Result:

The finished website provides Air Power East with a much stronger platform from which to promote all sides of its business.

The new structure makes a technically complex range of products and services much easier to navigate and gives individual areas of the business the space required to explain their capabilities properly.

Most importantly, the website presents Air Power East as more than simply an equipment supplier. It communicates the company's position as a long-term compressed air partner, providing customers with everything from initial advice and equipment selection through to installation, servicing, preventative maintenance and 24/7 breakdown support.

The result is a professional, scalable website that reflects the experience and expertise behind the Air Power East business while providing a solid foundation for continued content development and search marketing.

Profile:

Air Power East is an independent compressed air specialist based in Stanton, near Bury St Edmunds in Suffolk.

The company supplies and supports businesses throughout East Anglia, providing air compressors, compressed air installations, servicing and repairs, air quality and breathing air testing, leak detection, hire and 24/7 emergency breakdown support. It is an Atlas Copco Premier Partner and is also a member of the British Compressed Air Society (BCAS), as well as holding SafeContractor and Constructionline accreditations.