Rebranding for Business Growth

The brief

Offering a range of commercial interior design, fit-outs and refurbishments, Building Interiors were on the lookout for new clients. They needed to overhaul their digital presence and showcase their expertise, for which we recommended a range of search marketing methods.

How we made a difference.

Defining a digital brand

Every strong digital strategy starts with an even stronger brand. We held a workshop to identify CoolMed’s core values, and define their brand messaging: offering expertise to the medical industry. A simple, accessible logo and approachable green colour palette formed the foundations of their brand.

With the design in place, we created a new website using advanced Magento 2 ecommerce. The site is integrated with Panther to facilitate simpler shipping. As a promotional offer, we also added a 10% discount for all new users. Beyond the standard ecommerce functionality, we installed bespoke features including a warranty registration form, downloadable instruction books, wish-list creation, a search function, and product reviews.

Building an online presence

We proposed a simultaneous paid and organic strategy to get the site off the ground. Extensive keyword research gave us a focus for both, allowing us to create structured paid campaigns focused on terms such as medical refrigerators.

Establishing thought leadership

Building trust would be especially challenging for a ‘YMYL’ site, focusing on healthcare. We employed rigorous on-site optimisation techniques to focus on core keywords. We also continually refined the site over time to ensure better rankings, for example, optimising meta data and compressing images.

To add a further layer of search engine ‘trust’, we devised a solid content marketing plan. We implemented a regular blogging schedule to address key ranking terms, and answer user queries. We revised all editorial content quarterly to ensure Google recognised CoolMed as a thought leader.