Increase in Organic Traffic
  • E-Commerce
  • Bespoke
  • Web Design,
  • Web Development,
  • SEO,
  • Advanced Analytics,
  • Content Marketing,
  • Email Marketing,
  • Paid Advertising,
  • PR & Outreach,
  • Social Media Marketing,
  • CRO & UX,

The Client

Northern Connectors are an specialist distributor of industrial connectors and components that provide simple solutions for technical problems. They are an authorised distribution partner for a variety of leading brands including Binder, Conec, Harting, Hirschmann, Hummel, Lumberg Automation, PMA, Radiall & Souriau.

The company supplies connectors for many industries including automation, broadcasting, energy, lighting technology, transportation and many more.

website of Northern Connectors on a laptop and mobile

The Challenge

A client for over ten years, Northern Connectors initially engaged I-COM to drive traffic and leads via its site through content marketing campaigns and PPC campaign management. 

Their goals were to:

  • Improve brand visibility
  • Improve organic visibility
  • Increase leads and revenue
  • Secure press coverage

The Website - Our Approach

Having worked with the client for a number of years we already had a clear understanding of their target audience. Combining this knowledge with our analysis, we determined that the website had to have the following features in order to improve the user experience:

  • Demonstrate Northern Connector’s expertise
  • Provide a quick search function and clearly display their products

We also knew that if we clearly defined the user experience for each audience it would increase traffic. To achieve this, we segmented the new site to target their different audiences, which span across a number of different industry sectors.

With clear product display, a quick product search function and an intuitive platform, users could find what they wanted straight away.

To add the finishing touches to make sure the site was as SEO-friendly and keyword-optimised as possible, we wrote addititional Industry pages and refreshed the manufacturer and product pages.

Content Marketing

To complement the new website, our content marketing campaigns for Northern Connectors were tailored to further boost the organic visibility and brand awareness of the company, resulting in increased leads and revenue.

Activities included the design and promotion of infographics on the themes of "How to save water in your home" and driverless cars. We also incorporated our PR & Outreach service to generate newsworthy stats for the distribution of press releases around issues such as GM food and robot-operated surgeries.

The Results

Following the redesign, in the first three months after launch the conversion rate of the new site saw a 32% increase over its predecessor, leading to an increase in the number of enquiries by 16%.

The level of engagement and bounce rates improved dramatically due to the improved user experience.

Total traffic to the site increased by 59%. In particular, organic traffic improved by 82% following the web page additions and improvements.

Increase in Organic Traffic
Increase in Total Traffic
Increase in Conversion Rate