Case study - Newbow Aerospace
Posted on 26th July 2023
Newbow Aerospace was established in 1964 and initially offered a range of precision accurate tyre inflation and pressure checking equipment into the automotive and aviation industries. Over time, and as the company grew, its focus turned primarily to the aviation sector. Newbow Aerospace now enjoys an enviable reputation for supplying high quality ground support equipment, tooling and instrumentation for commercial and defence aircraft, worldwide.
About Newbow Aerospace
All Newbow Aerospace products are designed and manufactured onsite at their HQ in Redditch, Worcestershire. The business is run by directors Ron Wilson and Marc Green, who have 50 years’ combined experience in the industry. Ron and Marc are supported by a dedicated team of highly skilled and knowledgeable engineers, fabricators, technicians, support staff and partners.
Background
Rewind to 2020 and Newbow Aerospace were very unhappy with their then website provider. Much of the company’s business originates from online searches, so an up to date, well-optimised website is clearly key to success. Unfortunately, back in 2020, the website just wasn’t performing as it should.
“We were using a different third party provider at the time and the service can only be described as woeful,” remembers Ron Wilson. “The website was out of date and, as we had no access to the Content Management System (CMS), we couldn’t update it ourselves. Although we were paying for the site to be managed, it just wasn’t happening.
“By the end of 2020, things came to a head when we realised we were probably losing business due to the poor performance of the site. At this time, the COVID-19 pandemic meant most aircraft were parked, so we were seeing an increased demand for products such as wheel chocks and tyre storage equipment. We needed new customers to be able to find us online, fast.
“Our existing website wasn’t up to the job, so, we decided to find a new web design and development partner. As we investigated the local market in the Redditch area, we heard quite a few recommendations about it’seeze Warwick & Redditch, which was run by Ian Burnett at the time.”
Ron and Marc quickly contacted Ian and arranged a meeting to discuss their requirements, and the company officially transferred all its web design, management and hosting requirements to it’seeze in December 2020.
Solution
Ian worked closely with Ron and Marc to understand their precise requirements for the new website. The site was completely redesigned from scratch, with the new format for the look and feel being created hand in hand with the it’seeze web design team.
“A high quality customer experience was crucial,” says Ron. “We have an extensive product range and we needed to make it easy for customers to find the precise items they’re looking for, first time. Ian and his team were able to give us comprehensive advice on creating a clear navigation structure as well as how to make each product page accessible in terms of written information and visuals. They also added a Product Search bar to the design, which works really well, and a special feature on the Home page, which showcases our Top 6 best-selling products.
“Although the site isn’t actually e-commerce as we don’t sell online, we chose the it’seeze shop package, as this was the best fit with our needs. This includes 10 custom-designed pages, so we were able to create a template for all our product pages that looks attractive and is easy to read and follow, as well as being consistent. Each product description has a ‘Request a quote form’ right underneath, so it’s very simple for customers to contact our sales team.”
Ease of contact was a major priority for Newbow Aerospace, so the new site also featured a Live Chat function, prominent email links and social media buttons in the footer. There’s also an Enquiry Form at the bottom of each page. A more unusual feature is a Google Translate drop-down menu in the header, which enables international customers to access the site in over 100 different languages.
Process
Everything went well with the site design and build, and the new Newbow Aerospace website was up and running in January 2021. Ron and Marc were very pleased with the quality of work and the information provided during the development process.
“The customer service from Ian was very professional throughout the site build and we were impressed with the fast turnaround time,” comments Ron. “Where any minor problems cropped up, Ian and his team were on hand to help. We were shown how to use the it’seeze Website Editor, which gives us complete control over our own content and means we can easily add, edit and delete products as often as we like. This is a big difference from our last website!
“Ian really listened to our requirements in our first meeting and we have ended up with a first class website which looks great and does everything we need it to do from all perspectives – aesthetic, functional and SEO.”
Results
When the Newbow Aerospace website was launched, the company saw instant results with an immediate upturn in new business customers, with enquiries reaching new international territories – thanks in part, no doubt, to the innovative addition of the Google Translate function.
“We’re delighted with how the new site performed when it first went live and it continues to be very successful today,” concludes Ron. “Any problems since the launch have been fixed in a reasonable timeframe, although we haven’t needed to contact it’seeze that much due to the quality of the new site. I’m confident that now Phil Revill has taken over from Ian Burnett, we’ll continue to receive professional and helpful support into the future.”
The results are so good, the Newbow Website has been selected to appear in DesignRush's Best Engineering Website Designs of 2023 as an example of great engineering website design.
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