Growth story
Edge Protection Solutions
Edge Protection Solutions supplies safety products for construction sites, public events, and roadwork: fall prevention systems, plastic barriers, trench covers, ground protection, and more. Xzito helped position it as a leader in construction safety, and the leads followed.
- more traffic in 6 months
- 69%
- new leads in under 6 months
- 54
- of leads from organic and blog
- 70%
Edge Protection Solutions
The challenge
Edge Protection Solutions needed a partner with the expertise to build its brand and drive marketing performance:
Missing marketing messages
The online presence lacked the messages that explain why buyers should choose Edge.
No technology to measure growth
There was no technology in place to monitor and generate marketing and sales growth.
Low visibility for safety buyers
The site wasn’t ranking for the construction safety searches its buyers make.
Xzito × Edge Protection Solutions
The solution
Xzito started with a GAP Assessment, then built a plan to improve Edge’s messaging and technology and position it as a leader in construction safety and products:
Positioning
A position statement built around the company’s goal of becoming the destination for construction safety products: “Get the Edge on Construction Safety.”
Blog system
A blog to drive traffic and establish Edge as a construction safety leader, with a homepage blog roll, guest comments, social sharing, sign-up forms, and automatic notifications.
Keyword research and SEO
Keyword research and optimization of every key page for its phrases.
Responsive website
A site that adapts to every screen size, including phones and tablets, for a better experience and stronger ranking factors.
A resource for the buyer persona
A free downloadable guide, “OSHA Top 10 Construction Violations,” written for the “Construction Safety Officer” persona and their safety concerns.
The impact
Within six months of the new positioning, content, and SEO work, Edge’s website was ranking, growing, and generating leads.
69%
Increase in traffic in 6 months, with higher brand visibility.
28
Keywords on the first page of Google, 10 of them in the #1 position.
54
New leads in less than 6 months, 70% of them from organic search and blogging.
27
New leads in 6 months from the OSHA guide, with a 20% conversion rate from view to new contact.
Services in this engagement
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