New website for BIL Group

BIL Group are one of the leading UK manufacturers of sack trucks, moving systems, castors and industrial wheels.  We’ve worked with them for a long time, managing their SEO programmes and building and supporting their various websites.

As part of the SEO work we undertake for our clients, we regularly look at ways in which sales can be improved, ways in which traffic can be more effectively directed to the most appropriate place and ways in which costs can be reduced.

BIL Group had several individual websites, all selling a slightly different range of equipment with a specific focus on a specific product range.  Whilst it initially made sense to have these different sites with their areas of focus, over time the same products were added to several of those sites.  This was bad for several reasons:

1. There was a danger customers would become confused as to whether these products were the same, or different, on those sites.  When you introduce confusion or uncertainty, customers are more likely to go elsewhere.
2. With the same content on multiple pages across different sites, BIL Group began to (unhelpfully) compete with itself for organic traffic.  Ideally, relevant keyword searches should be pushing customers to a single, authoritative, point of refence.
3. Adding or updating products became more time consuming (and therefore costly) when a product needed to be added to more than one website.

With all of that in mind, we recommended consolidating four of those websites into a single e-commerce shop focusing on sack trucks, moving systems and handling equipment.  This would then run alongside the already well-established BIL Castors site which focused on castors and wheels.  There was virtually no product overlap between those two sites.

With a modern refreshed design and an overhauled catalogue separating the products from the old websites into distinct categories, the new website launched earlier this month and has so far been well received.

We’re planning a similar design overhaul for the Castors & Wheels site in the coming months.

Head over to the BIL Materials Handling site and have a look for yourself.