Carving out a cohesive, communicable niche
HIFraser Group
Carving out a cohesive, communicable niche
Over the past 50 years, HIFraser 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 HIFraser 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 HIFraser 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.
Our aim was to simplify their website user experience, while finding ways to communicate their multi-faceted offering through digital marketing channels.
SEO
We started with a UX review and technical audit of HIFraser’s existing website, analysing user behaviour and SEO performance to provide recommendations on how to best move forward.
Web
Based on our findings, we developed a sleek and modern website that connects with HIFraser’s niche target audience and clearly demonstrate their company structure.
Marketing
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 HIFraser brand and direct traffic to their new site.
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