McAuliffe Group

Overview

Industry: Civil engineering/ construction

Need: A website to attract bigger clients

Benefits: A content-managed, copywritten website from FDC

Sector: Construction/civil engineering

Major clients: Bloor Homes, Persimmon Homes, Barratt Homes

Number of staff: 22

Company background: McAuliffe is a brownfield site clearance and contracting specialist, working mainly within the civil engineering and construction sectors.

Need:

The company wanted to upgrade its original website, fearing that it was not only starting to look dated, but also giving the impression of a small company with limited capabilities.

Solution:

A content-managed website with a clean, modern design, and professionally-written, non-jargon copy, enabling easy updating by the client at any time. The completion of the website was marked by a free email to all of McAuliffe's database, alerting them to the all-new website.

Richard Walker, marketing manager at McAuliffe, said he was delighted with the overall site, and said the company had received a great deal of positive feedback from clients.

"Not only did we receive some great comments, but we were really impressed by the high number - 23 per cent - of click-throughs which resulted from FDC's launch email to our clients. "This has really helped us get word about. If we'd have done that for ourselves, I doubt we'd have enjoyed a response like that.

"Just as with the website, we looked to FDC to advise us on the launch email's content, and the subtle tricks to get people looking - and it worked! We could see from the statistics afterwards that people had spent quite a long time reading around the site. "Our work is typically jargon-heavy, so it was essential that we had copy that did not confuse or distance people.

"The copy was short, sharp, punchy, and customer-focused. It explained everything about us. One of the main reasons we chose FDC over other agencies was because they included professional copywriting in the deal - most others wanted to charge extra.