Developing a brand is one thing. Taking it to market is another. As a design & digital agency, we take businesses on a complete and seamless journey from idea to implementation and beyond, leveraging insight and innovation through every step of the digital marketing strategy.
Take a look at what we achieved for this electrical engineering firm…
On Success
From initial brand and website development, and through a targeted digital marketing strategy, we helped Randoll Industrial to switch on all of this:
These are exactly the types of people and businesses we want to be working with. Exciting!”
Randoll Industrial Joel Randoll, Director
On Randoll Industrial
Switching On Success
Randoll’s formula for success is simple: to build their electrical engineering firm by supporting and enabling their customers’ businesses. That strategy has enabled them to quickly build a reputation for reliably delivering comprehensive commissioning and installation, systems integration and innovation, maintenance and repairs in a way that maximises uptime, minimises disruption, saving time and being more cost-effective along the way.
Their team is now a well-known, expert and reliable NICEIC approved contractor partner for plant operators across the UK, with a growing reputation for implementing solar PV on an industrial scale. They’re also trusted by machinery manufacturers across Europe who rely on them to install, commission, maintain and report on their products in use across the UK.
Growing in stature and success, Randoll Industrial Electrical Engineers asked us to develop branding that would better reflect their ambitions for their electrical engineering firm, helping to clearly position their value proposition to a diverse audience, and helping to reinvigorate a hard-working team with a clear vision for the future.
Informed by research they’d already commissioned, we developed a brand that instantly injected new energy and dynamism into the business and followed up with a marketing strategy that implemented the brand with impact.
On the Challenge
Lighting the way in a B2B industrial marketplace
Setting the tone with our vibrant, dynamic branding, we then created a digital marketing strategy that would take that brand to our potential audience in the most efficient and cost-effective way.
LinkedIn was an obvious platform for an electrical engineering firm that can offer big capabilities to industrial business customers, but who are also small enough to still offer personal service that the Director is directly involved in – a key point of differentiation for Randoll in a market that can often be seen as corporate.
On the Pre- post-launch LinkedIn Strategy
Randoll had LinkedIn accounts in place for both the business and for Joel’s personal profile. Both were completely dormant and we were tasked with growing specific, target and relevant audiences for each.
Our LinkedIn strategy included creating relevant, visual content to attract, inform and engage, allowing us to connect and showcase Randoll’s reliability and capabilities.
From a standing start (0 Followers and 0 connections) – and on a notoriously difficult platform – we made good ground within a relatively short period of time, 700+ and 356 respectively.
Our carefully designed process for managing both accounts was seamless to implement and worked to amplify both accounts, generating good, connected engagement across LinkedIn groups and networks.
By actively administering Joel’s account, we were able to engage in topical conversation, reach out to key connections and grow the company’s audience reach. Because in this sector, personal engagement can be critical to success, and this approach allowed us to connect with key senior engineers, managers and directors in businesses such as Amazon, Hovis, Royal Mail and Morrisons.
To maximise SEO and Google’s Local SERPs pack, we got even more value from our created and curated content by using it to boost Randoll’s search engine rankings in a targeted area.
The outcome? By both launching Randoll’s new brand design into the market and establishing them as an Electrical Engineering thought leader, we easily and clearly established Randoll as confident experts in supporting all kinds of industry, however challenging or complex the environment.
On Content Strategy – organic results
To maximise the opportunity for impact and engagement, we implemented a 20-week pre- and post-launch digital marketing strategythat spanned 4-6 weeks pre-launch, and 8-weeks post-promotion.
We built on the momentum of the launch with curated content on the business page that continues to tell the story of the brand journey, the team, qualifications, experience and expertise, solutions and case studies, customer testimonials and reviews.
This wealth of information not only created a content map that guides content creation in the most relevant, streamlined and impactful way, but also contributed organically to a notable increase in website impressions and clicks, while also feeding Google SERPs and maximising local exposure.
On Visibility
Driving growth with a strategic approach to SEO-driven content
SEO isn’t just about ranking. It’s about attracting the right audience at the right time – and converting them into customers.
Building in a blog or news section is standard practice in scoping any new website. Populating and maintaining that blog in a structured, purposeful and consistent way is less easy to achieve!
We make it look easy by making a strong digital marketing strategy the backbone of every project and campaign. In this case, ensuring Randoll Industrial’s website was fully optimised to drive organic growth included building an Insights section founded purposefully and impactfully on audience-driven SEO content.
This approach achieves a number of outcomes: it increases visibility, attracts high-intent users, and positions Randoll as an authority in their industry.
Using a content mapping strategy, we craft each piece of content on real Google search queries, ensuring that topics resonate with the target audience while maximising on-page SEO opportunities.
To further maximise the opportunity, we integrated this strategy seamlessly with their social media activity, we created a self-sustaining content ecosystem that consistently delivers traffic and engagement.
The results? A staggering transformation in Randoll’s online impact:
14,377% increase in organic impressions
232% increase in clicks
1,935% increase in website user interactions
*Data is based on latest 90 days vs previous year
From technical insights to industry trends, the Randoll Industrial blog is now a key driver of leads, supporting the business’s long-term growth and visibility in a competitive market. Explore how we can apply the same SEO-driven content strategy to your business.
On Google Ads
Mastering Google Ads for Maximum Impact
At HeightOn, we don’t just set up and manage Google Ads.
We strategically optimise campaigns to ensure every pound spent delivers results.
In a competitive industry like electrical engineering, where manufacturers and industrial clients need urgent, expert support but struggle to differentiate between general electricians and specialist engineers, our Google Ads strategy makes Randoll Industrial the clear choice.
Outstanding results in just three months
4,040K clicks from high-intent users
41,600K impressions, boosting brand visibility
£0.46 Average cost per click (CPC)
354 lead form submissions, generating valuable inquiries
8 direct calls from ads, connecting customers instantly
Fighting click fraud to protect ad spend
One of the biggest challenges in running Google Ads – especially for niche sectors like electrical engineering and Commercial Solar PV – is click fraud from overseas sources like India and Africa draining ad budgets without delivering real leads.
Delivered 83% cleaner traffic, ensuring only real potential customers saw the ads
Without this intervention, thousands of pounds could have been lost to fraudulent activity – severely limiting lead generation opportunities.
A powerful tool but not a silver bullet
Google Ads alone won’t transform a business, but when combined with strong branding, a robust digital marketing strategy, and an effective sales process, it becomes a powerful amplifier for lead and sales generation.
Find out how we combine paid advertising with strategic branding for unstoppable business growth.
On making sales easy & maximising marketing…
Whether you’re a start-up or are enjoying sustained success and need to tell your story, ask us how we can build your brand to drive sales in a sustainable way and raise your profile for the long term.
