Saw Tec - A Case Study
Sawtec.co.uk was one of the first websites I was brought to fruition
The development process taught me a lot of what I now understand of grid based design and how to improve the user experience, alongside Industry standard marketing & social media practices
The Challange
Saw Tec had been a company in Southampton, supplying saw blade and bespoke tooling services for over 30 years. Seeing the need to expand and develop their online presence, we met through a mutual contact where they outlined their current position and where they wished to be.
The website was a rudimentary store page with very minimal design & planning, with only a basic front page. The company wished to promote their primary business which was the servicing of machines and their tooling, instead of the machine sales as it only featured as a small sub section on their homepage. They also wanted to have a more cohesive social media presence, aiming to advertise on Facebook, Instagram & Linkedin.
This was also in addition to promoting Protec, where they would act as the main dealer for their new line of CNC routers.
Goals
Taking this into consideration I drafted an overall outline and plan for how I would first approach their needs:
- Improve and develop the existing SawTec site, streamlined for customer use
- Create a strong social media campaign with routine posts on a weekly/bi-weekly basis
- Redirect the customer’s attention to their machine care, sharpening & bespoke tooling services, and promote the new Protec CNC routers
Requirements
Taking this into consideration I drafted an overall outline and plan for how I would first approach their needs:
- Recreate the front page of SawTec, remove products that are no longer sold and promote the Protec routers on the front page. Make it apparent what services are available from Saw Tec
- Complete the new home page, the product listings and use new images to display the new range of products, improve SEO
- Establish a standard for social media posts by creating new “templates” for posts to use for Instagram, Twitter and Facebook to create a more cohesive image for SawTec.
- Remove previous social media posts which do not meet the new standards
Research & Analysis
Having grasped the requirements for completing the Saw Tec website, I conducted an analysis of their existing competition. This involved evaluating three companies within the same industry with comparable business levels. Through this thorough examination, I explored different facets of their online presence, encompassing their social media strategies, website designs, and branding methods.
Upon scrutinising the social media platforms of the competitors, it became apparent that each brand possessed its own strengths and weaknesses in terms of content quality, engagement strategies, and visual coherence. By dissecting their methodologies, I acquired valuable insights into successful marketing strategies and pinpointed areas where Saw Tec could distinguish itself and thrive.
Initial Steps - Work Diary & Drafting
With a 9-week deadline to fully update the homepage and create new layouts for additional pages, I maintained a work diary to keep track of my plans for testing and developing the website. Additionally, I prepared a weekly report to submit to the client for their review, enabling them to provide feedback on the changes I had implemented and guide future steps.
Each week, I dedicated time to developing individual pages using Figma, starting from initial concepts. The homepage served as the foundation for designing the subsequent pages. Catering to a diverse customer base presented a unique challenge, particularly due to the age demographic. It was essential to ensure simplicity, conciseness, and effectiveness in guiding users to their desired destinations while incorporating redundancies to enhance the overall user experience.
– Initial Draft/Blockout of the Homepage
Social Media
Generating content for the social media pages first began with designing templates and a cohesive brand image. The process would be that the client would provide footage or any materials they wished for me to promote, and then adjust the content so that it would be optimally sized for all platforms
When a customer of Saw Tec would have a new machine installed, or if there was a new product that came into the workshop, Saw Tec used it as an opportunity to display their skills and expertise. These posts would be uploaded either once a week or bi-weekly, allowing the presence to grow over time
I also was assisting them using the paid tools for advertising on Facebook & Google, once these tools were being utilised, in the month of March (2023) the company saw;
- Sessions increase by 42%
- Pageviews increase by 44%
- Total users increase by 37%
Their numbers would continue to grow throughout 2023
Testing and Iteration
Working within the parameters of a theme, I utilized Figma and a grid based system to outline a design that effectively communicates the website’s concept to the viewer. Initially, I crafted a static hero section with buttons centralizing all points of interest. However, there was redundancy in this approach since I already had these buttons in the header menu, which would follow the user down the page. Instead, I focused on creating images that would capture the customer’s interest and placed them next to short, concise blurbs about each section of the website. I also included a link to the Saw Tec line of machines to further promote the CNC routers.
With the finalized Figma design, I proceeded to work within WordPress to translate the concept into a functional state.
Results and Impact
The website was successfully launched and had received positive feedback from both the client and customer base. Saw Tec was able to double the previous year’s sales. I was asked to continue working with them throughout the year, supplying them with new banners to promote machines & services, along with adapting and changing the webpage to further improve the customer experience, revamping the majority of the Product pages with improved descriptions and specification.
Saw Tec’s social media presence was also boosted, with a good and steady level of interaction across the platforms they used.
Conclusion
In conclusion, the journey with Saw Tec has been one of transformation and growth. Beginning with a rudimentary website and a vision for expansion, Saw Tec sought to enhance its online presence and better showcase its primary services. Through meticulous planning and execution, we were able to revamp the Saw Tec website, placing emphasis on the promotion of their core services and the introduction of Protec CNC routers.
The redesign not only improved the aesthetic appeal but also bolstered the website’s functionality and search engine visibility. Social media also underwent a significant overhaul, with new templates and a cohesive branding strategy implemented across various platforms.
The results were remarkable, with significant increases in website traffic and user engagement. Utilising paid advertising tools further propelled Saw Tec’s online presence, resulting in substantial growth in sessions, pageviews, and total users.
With the successful launch of the revamped website and positive feedback from both clients and customers, Saw Tec experienced a notable boost in sales, doubling the previous year’s figures. The journey doesn’t end here; ongoing collaboration will ensure Saw Tec continues to evolve, with continuous improvements to the website and social media strategies aimed at enhancing the overall customer experience and sustaining growth.
It’s been a privilege to be part of Saw Tec’s journey, and I look forward to our continued partnership in the future.
Saw Tec - Final Product
