Issues:
Don Ruffles Ltd sells office supplies products to both the B2B and B2C market through their 1000 page catalogue that contains over 25,000 products. This traditional business had been declining year on year as companies continually changed suppliers getting a cheaper introductory discount or shopping online. Don Ruffles MD Michael Knight saw the internet as the future for the office supplies and wanted to launch a dedicated site selling paper shredders as it was the industry that he had worked in for 20+ years. The main issue faced was a lack of cash to get the project underway.
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Strategy:
- The existing competitor's sites were all analysed and keyword research undertaken to try to come up with the best shredder site on the internet. It became clear that most people outside of Don Ruffles knew that they needed a shredder, however most people did not know which shredder they needed or where to even start looking. Michael Knight was therefore keen to provide as much useful information as possible to help potential customers choose the right product.
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Actions:
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It was agreed with Don Ruffles that the entire site would be produced for them including unlimited ongoing site updates/developments in return for an ongoing commission payment based on the orders generated online.
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In order to help customers choose a shredder a completely unique "Shredder Wizard" was produced allowing customers to help choose a machine to suit their needs.
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Results:
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ShreddingMachines.co.uk has now turned over in excess of £3 million.
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Over 300 units sold every month with over 15,000 sold in total.
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The "Shredder Wizard" is used by over 60% of visitors to the site and is still a tool that has yet to be replicated elsewhere. It is so helpful that the shredder manufacturers all use it to keep tabs on their competitors!
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Website has been reproduced for in Germany and the Republic of Ireland.
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Receives over 15,000 unique visitors from organic search (unpaid) every month.
“The first website that Chrave Technology developed for us ShreddingMachines.co.uk is now recognised as the largest independent supplier of shredders in the UK and is right at the top of the major search engines for all shredder related search terms including highly competitive phrases. Our other new websites selling, Office Furniture and Safes have very quickly risen up the organic rankings and are also starting to generate significant business for Don Ruffles.”
Michael Knight, Managing Director, Don Ruffles Ltd
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