Website works wonders

Just mention the word 'website' in Sales Executive Phil Turner's hearing and he'll wax lyrical about what a great marketing tool a well-designed, well written, skilfully optimised website can be. You can't blame him for that, because he's absolutely right: as Chester-based DaulbyRead has just discovered.

DaulbyRead is one of the North West's leading independent specialist insurance brokers, in both the private and commercial insurance sectors. The firm has recently enjoyed a period of expansion, with a subsequent move to prestigious new offices in Lower Bridge Street.

With so much going on, the company turned its attention to its rather old-fashioned, static website. Clearly, it's was time to invest in a new one. So co-director Simon Read and Sales & Operations Manager Peter Goddard got on the phone to Phil.

'Initially, we just wanted to change our old website into one that was content managed, so that we could update it ourselves,' explained Peter. 'We wanted it to be more alive, as it were - most of our competitors' websites don't move at all. However, our discussions with Phil has led to us changing our whole ethos. He helped us to look more closely at all our external communications, not just the website. They are now much more client-focused.'

Analysing their competitors' websites with Phil, it was found that they, in common with DaulbyRead's existing website, focused too much on technical information and not on what the potential client would want to know. The tone is now much more approachable and has clearer, more direct messages.The company has already taken advantage of the content management system to upload a special offer and will shortly be adding information on a new product. Previously, there would have been a long wait while the IT team managing the old website found the time to fit the updates into their schedule.

'We're now free to update the site whenever we need to, without additional cost, which is fantastic!' said Simon Read. 'Samarind have been our trusted IT services partner for some years now and knowing of their excellent web development skills, we lost no time in commissioning them to develop the new website. We're delighted with the results.'

Phil commented: 'Simon and Peter wanted the site to be content managed by DaulbyRead's in-house marketing team without them needing any specialist skills. We've developed the website using a bespoke design and integrated it with Samarind CMS, our own content management system. I'm pleased to hear the site is proving a success.'

Another important factor in the development of the new website was search engine optimisation and the use of meta-tags keyed in with phrases commonly used by potential customers searching on Google for DaulbyRead's services. This skilful optimisation resulted not only in the firm's website moving to a more prominent position in the search engine ranks but also in two major leads within weeks of the website going live.

'Two large potential clients have already got in touch with us through the website inviting us to tender for their business,' said Peter. 'We've never had a substantial lead come to us that way before, let alone two.

 'When we decided to look at a new website for the business we weren't particularly concerned with its marketing potential. But thanks to Samarind it's already proved invaluable.'

For further information about DaulbyRead Insurance Services please contact 01244 311033 or visit the new website www.daulbyread.co.uk. To learn more about Samarind CMS please contact Phil Turner or Matt Worrall on 01244 288281.