Project Overview

Introduction:
In this case study, we delve into the remarkable journey of Thackray Crane as they sought to revitalize their underperforming website and improve their internet marketing efforts. Dissatisfied with their outdated online presence and lackluster search engine rankings, Thackray Crane enlisted the expertise of RDC to breathe new life into their brand. With a comprehensive redesign, strategic messaging, and a focus on lead generation, Thackray Crane underwent a remarkable transformation. Through their partnership with RDC, Thackray Crane not only achieved a visually stunning new website but also secured top search engine rankings, resulting in a consistent flow of high-quality leads. Join us as we explore the challenges faced by Thackray Crane, the solutions implemented by RDC, and the outstanding results that followed.

The Challenge:
Thackray Crane was burdened with an outdated and underperforming website that struggled to compete with major industry players. Their weak search engine rankings and limited geo-specific keywords hindered their visibility within the local audience. Adding to the woes, their previous SEO agency failed to deliver substantial results while charging exorbitant fees, reflecting a “set it and forget it” approach.

The Solution:
To address these challenges head-on, Thackray Crane engaged RDC to completely redesign and rebuild their website. RDC embarked on a comprehensive rebranding exercise, ensuring a cohesive brand image and crafting fresh messaging to captivate their target audience.

Implementing Lead Capture: Recognizing the value of capturing customer information, RDC strategically placed lead capture points throughout the revamped website. One such example was the inclusion of load charts for popular cranes, which required potential customers to provide their contact details in order to access the charts. This clever tactic not only provided valuable information to potential customers but also generated leads for Thackray Crane.

Results:
Under RDC’s management of Thackray Crane’s Internet marketing initiatives, the company experienced a significant boost in search engine rankings. RDC surpassed the previous #1 SEO provider in the Philadelphia region and propelled Thackray Crane to dominate Google’s search results. Over 200 valuable keywords now ranked at the top, enabling Thackray Crane to connect with their entire local target audience effectively. Furthermore, RDC took charge of Thackray Crane’s PPC campaign, leveraging both SEO and PPC strategies to generate a steady stream of 60-100 high-quality leads specifically tailored to crane rentals, warehousing, and logistics services.

Lessons Learned:
This case study highlights the critical importance of prioritizing a comprehensive website redesign. By revamping their underperforming website, Thackray Crane witnessed significant improvements in user experience, brand image, and lead generation potential. It also underscores the significance of partnering with a proactive internet marketing agency that actively manages SEO and PPC campaigns, rather than settling for a passive “set it and forget it” approach. Lastly, it emphasizes the need to continuously monitor and adapt marketing strategies to stay ahead of evolving search engine algorithms and customer behaviors.

Conclusion:
In conclusion, through RDC’s partnership, Thackray Crane successfully transformed their website into a high-performing platform and implemented effective internet marketing strategies. The visually appealing redesign, combined with top search engine rankings and a constant flow of valuable leads, allowed Thackray Crane to establish a strong online presence and outshine their competitors in the industry.