14 Apr 2023
In March 2023, Ally launched a fresh new ecommerce website for longstanding client Metal Cages & Pallets (MC&P).
Industry-leading websites: A new Shopify ecommerce website designed by Ally for the UK’s No.1 stillage manufacturer
Following years of consistent development, the client’s previous website - developed and launched by Ally back in 2018 – had established MC&P as an industry leader in its field.
With a pioneering approach to the ecommerce retail of tough, heavy duty handling products, superb SEO results, efficient and well-targeted PPC campaigns and client support in product development and strategy, our first Shopify ecommerce website for MC&P achieved great visibility online and thousands of orders from well-known brand names across the UK, transforming the client’s business and its profitability.
The existing website had taken the client as far as it could and, through our Marketing Manager work and a study of the marketplace, we identified that it was time for an upgrade.
MC&P has been an Ally client since 2010. This family-run engineering business is based in the North West, and has expertly designed and manufactured loading, storage and handling products for over 25 years.
Ally designed and built their previous website back in March 2018 following market research, which identified that stillages, pallets and cages were only available through ‘catalogue’-style retailers and not direct from the manufacturer.
Fast forward 5 years and MC&P is now the UK’s No.1 online manufacturer & retailer of stillages, with a range of over 150 products sold online to brands including Wayfair, Dunelm, Sellafield, Engie, Environment Agency and National Grid.
The first time that MC&P had dipped a toe into the world of online retail, our ecommerce website, backed by a comprehensive, consistent online and offline marketing strategy delivered through our Marketing Manager ‘Grow’ phase, quickly became a crucial part of the business’s growth, pushing the business to new heights!
Having discussed with MC&P’s father and son directors Melvyn & Paul, we explored a website design brief for a replacement ecommerce store which not only built on the success of the previous website but gave MC&P a strong platform for future commercial growth.
Key priorities identified in our website design brief included:
Build a robust foundation for website development in the coming years using up-to-the-minute ecommerce systems
Ally’s website design team in Leigh, Greater Manchester, completely redesigned MC&P’s ecommerce website from the ground up, with particular focus on improving user experience throughout.
Spending hours poring over data from the previous website and digging deep into how customers use the website, we used that information to inform website design changes targeted at increasing sales.
The client’s complete online product range was reviewed and a plan created that would revamp the photos, videos and descriptions of each, ensuring content was SEO optimised and that product pages were Conversion Rate Optimised, containing all the information a visitor would need before making a purchase.
Fresh, clean & confident, we’re sure the new MC&P ecommerce website will continue to push the boundaries and futher distance our client from its competitors.
The new website is easy to navigate, product pages are clearer and able to handle more useful information than before, and updated brand visuals help to give the website a fresh look.
With SEO and CRO at the heart of our website design for MC&P, the site has attracted a good volume of sales since launch and we’re confident that results will continue to be strong.
As with any project by Ally, our work with MC&P delves far deeper than simply website design.
To maximise value from a website requires a thorough marketing strategy, generating leads and traffic into the website and delivering the information a visitor needs to convert into a sale.
‘Grow’ by Ally ensures MC&P’s investment in a new website continues to work for them for years to come.
Managed by a dedicated Marketing Manager and supported by skills across our whole team, consistent online and offline marketing activity – from website development and social media to copywriting and PPC management – is delivered month after month to achieve the results our client’s looking for.
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