Category: Case Study
Vertical: Technology
Est. Read Time: 3 min

G&O Springs manufactures precision aeronautical springs for the aerospace industry, and their client list includes companies as prestigious as Fokker and Boeing. 

Having worked with G&O for over 10 years, their current website was the second site that the Blue Cube built for them. When we came to updating the website design, G&O were hungry for international search traffic and the ability to better educate their website visitors.


Challenges and proposed solutions

Our long-term partnership with G&O has allowed us a deep insight into their business, and gave us a head start to understanding how to approach a new website design. We therefore recommended that it was time for the company’s online offering to evolve.

To draw G&O apart from their competitors, we needed to demonstrate the meticulous and bespoke nature of their processes, the accuracy of their manufacturing, and the extensiveness of their testing. We particularly wanted to showcase the intricacy of their testing methods, as this sets them apart from other similar companies and shows off their unparalleled professionalism. The content also needed widespread expansion to help educate visitors about G&O’s peerless knowledge and skill in their field.

We therefore recommended improving the site navigation, enhancing the overall presentation by commissioning a photographer to give the new website an aesthetic sheen, introducing instructional videos, and optimising the way that their statistics were presented.


Using photography and video in your website

Use striking aesthetics to bring your website to life - but only if they are helpful and appeal to your target audience. Know who you are appealing to, research your ideal customers' online habits and the kind of content they consume, and let your findings guide your website visuals.

Photography and video

We commissioned a photographer whose style matched G&O Springs’ needs and would present them as the professional, deeply skilled company they are.

Alongside the photography, the commissioned photographer shot video that was edited into three shorts to showcase the company’s manufacturing and testing, as well as an employee interview.

These photos and videos were no doubt one of the elements that contributed to their improved average session duration, which rose by 57.9%.


Demonstrating high performance

It was essential that we highlighted G&O’s process of designing, engineering and manufacturing the springs, which are used for both aerospace and other critical safety applications. As well as restructuring the website to enhance the user journey, we wanted to give prominence to G&O’s accreditation and performance metrics.

To promote the company’s ever-changing performance statistics, we animated the chart data using javascript.


Going international

As G&O’s main business focus was to move their products to the international arena, it was critical to translate their content into other languages.

We met with a DTI international trade expert and discussed key areas of importance and the best approach to take. G&O recognised the importance of maintaining their reputation as experts who showed respect to their clients, they invested in professional translations in French, Italian and Spanish, rather than relying on in-built browser extensions.

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