Over the past 50 years, HI Fraser has grown from a small engineering firm to a robust group of companies servicing Australia’s defence, oil and gas, marine, commercial property, transport and aerospace industries. While HI Fraser has developed a well-established and reputable brand, their team found it challenging to communicate their company structure and the many subsidiary brands that comprise the HI Fraser Group. On top of marketplace confusion, they were also experiencing obstacles managing their website product content. Their existing set up was difficult to use, creating unnecessary headaches for their team. foundations.
Our aim was to simplify their website user experience, while finding ways to communicate their multi-faceted offering through digital marketing channels. We started with a UX review and technical audit, analysing user behaviour and SEO performance to provide recommendations on how to best move forward. Based on our findings, we developed a sleek and modern website that connects with their niche target audience and clearly demonstrate their company structure. Once the new site was up and running, our team launched a paid media campaign across LinkedIn and the Google Display Network (GDN) to raise awareness of the HI Fraser brand and direct traffic to their new site.