Morgan Technical Ceramics
Optimised website puts Morgan at the top of the league
Date: September 2009
Background
Morgan Technical Ceramics (MTC) is a division of the Morgan Crucible Company plc, arguably the world’s leading advanced materials company. MTC designs, manufactures and markets ceramic and related products, which are used in a staggering variety of applications — from transportation to security & defence to medicine. Globally, Morgan Technical Ceramics employs around 3,000 people operating from twenty three sites located in four continents.
Challenge
Morgan Technical Ceramics’ existing website had reached the end of its effective lifespan, and was in urgent need of updating. MTC required a new site that would be designed to a high standard, easily navigable, capable of attracting significant amounts of new business, and highly visible in all the main search engines.
Solution
Coast Digital made it a priority to learn about MTC’s business and the online marketplace it operates in. We conducted workshops with key members of MTC’s business team to learn about the company’s goals, explore what competitors were offering online and offline, identify high-value customers and key website users, and learn more about the interrelationship between the different divisions of MTC and their websites.
Using the information gathered, we then undertook an expert review on MTC’s current website, demonstrating where it failed to meet business objectives and suggesting measures to overcome these problems. This exercise included benchmarking the website against MTC’s peer group to evaluate its performance.
On the basis of this work, and in consultation with the MTC team, we were able to create a website with optimised architecture, a cutting-edge design and with the power to dominate the search engine rankings.
Results
Morgan Technical Ceramics now has a website that stands head and shoulders above those of its competitors. It combines ease of navigation with design impact, and it contains strategically placed calls to action. The website also caters for all of MTC’s key audiences and allows them to find the information they need — fast.
In the month since the website went live, it has won impressive rankings in the major search engines, largely due to Coast Digital’s SEO work. It lists in the top 3 places on Google UK for many of its key business terms.
Next steps
Coast Digital will continue to help building Morgan Technical Ceramics’ business with ongoing online campaigns, and we are confident of reporting impressive digital marketing ROI figures in the coming months.
Visit Website: www.morgantechnicalceramics.com
