Shining a Light on Structural Glazing and Curtain Walling

posted in: News, Projects

If you look up as you walk around London, the chances are, you will probably see some of Structura UK’s work.

As a leading architectural glazing and curtain wall engineering firm, they have helped to refurbish iconic buildings such as the BT Tower, the Cutty Sark Museum and Aldwych House, to name but a few, in addition to many other landmark projects right across the UK.

We began working as Structura’s marketing partners in 2013, creating a new website, refreshing their brand and subsequently acting as their outsourced marketing team to support them with their marketing programme, which includes online advertising, content generation and web maintenance.

THE CHALLENGE: Meeting the Changing Needs of a Growing Company

Fast forward a few years and the company has grown and changed. They set up a new, branded Refinishing Services division in 2016 and now have the sole UK dealership for the US-made KalwallTM translucent building materials.

Over the past few years, web technology has changed significantly too, so we began working with the directors to design and scope a new website that would both showcase Structura’s amazing projects in a way to make it easy for specifiers, surveyors and architects to use and support SEO. We also wanted to make sure the site would work even more effectively as a 24/7 lead generation engine.


THE SOLUTION: Pain-free Content Creation and Web Build

The brief was simple: to develop a web design that would enable a wide range of images from eye-catching projects to be displayed in order to illustrate the full scope of Structura’s service – from pre-contract drawings, through to manufacture and installation.

A key priority was to make sure that the new design was clean and clear and enabled Structura’s services to be presented in a way that would make it easy for current and prospective customers to find the information they wanted, with intuitive navigation and clear visual indexes. It also had to work well for search engine optimisation.

The site needed to show the three areas of the business: architectural glazing and curtain wall engineering; glazing refurbishment and design and installation of Kalwall translucent façades and roofs.

New projects need to be able to be added quickly, so it was essential that the site could be updated easily and that individual case studies and project descriptions could be categorised to make them straightforward for prospective customers to find.

Above all, Structura needed the process of adding the content to take up as little time as possible for their very busy team. We handled the whole process from reviewing existing content to researching and adding new projects and images with as little input as possible required from the directors beyond the core facts about each project.


THE RESULT: A Great Looking Site with 24 / 7 Lead Generation Built In

The new site clearly sets out the three key areas of the business, but lets visitors view all projects in a gallery on a single page, so that they can see the breadth of services that Structura offers. We made sure that evidence such as case studies, testimonials and accreditations are easy to find, to provide visitors with reassurance about Structura’s very high standards of work. There is a clear ‘call to action’ within every section, so that visitors know exactly what to do  if they need further information.

As with the original site, there is a useful download, ‘A Brief Guide to Structura’, which gives visitors the key information they need for an initial Request for Information. Structura receive an alert every time someone downloads the guide, so they can follow up with further information and begin a conversation.

But what has been the best thing about the new site?

MD Manny Patel explained, “The team at The Marketing Matrix have made developing and launching a new website quite painless. We are out of the office at client sites a lot, so don’t have much time to spend collating information and content. The Marketing Matrix created a template that meant it was easy for us to provide the information they needed, and they then wrote up the stories and selected and edited the best images. The result is that we not only have a website that looks amazing, but which works really well as a useful sales tool when we’re talking to new prospects.”

Daniel Rickman, General Manager for Kalwall added, “I really think it looks wonderful and is slick, professional and modern. It’s exactly what we needed.”