For firms that sell to firms
B2B SEO for firms on the M4 corridor
Capability pages written for the engineer who specifies and the buyer who signs, for software, engineering and professional firms between Slough and Reading.
Who it's for
Firms whose customers are other firms
The M4 corridor from Slough to Reading is full of businesses that sell to other businesses, among them engineering firms, software houses, logistics and data operators and professional services. Their customers research for weeks, involve several people and rarely buy on a first visit.
What these firms often share is a website built to show that they exist. It lists services in a line each, and the person searching for a specific process, a specific integration or a specific kind of advice finds a competitor with a page about exactly that.
This is the studio's second track beside hospitality. The engineering firm composite shows the shape of the work.
How buyers search
Engineers search for the process, procurement searches for the proof
Different people in the same company type different things. Each needs a page built for the question.
An engineer looking for a process
Searches for a process, a material, a tolerance or a standard. The page that answers is a capability page for that process. It says what you can make, in which materials, to what tolerances and on which equipment, with a drawing or a photograph of the real thing.
A buyer checking that you are safe to approve
Looks for certifications, quality documentation, lead times you are comfortable publishing and a named person to ask. These belong on pages the buyer can find and forward, not buried in a footer.
An IT or procurement team comparing software
Wants integrations, security, data handling and an honest comparison with the tools already in use. The pages that answer are the ones every vendor is asked about by email, written down once and written properly.
A client choosing a professional adviser
Searches for the problem, then checks who would do the work. A page for each sector or matter, with the people named and their experience described plainly.
What's included
Pages, proof, a quote form and a monthly report
Capability pages
One page for each core process, product line or sector, written for the person who searches for it. Imogen Pryce interviews your engineers or commercial team, drafts the page and sends it back for correction, so the technical detail is yours and the writing is ours.
A request-for-quote form that expects drawings
The form asks for what you need to price a job, such as quantity, material and timescale, and lets the buyer attach drawings or specifications, so a request arrives complete.
Proof where the buyer looks
Certifications, accreditations, equipment lists, sectors served and case studies sit on the pages where a decision is weighed and are linked from every capability page. Case studies are written with your customers' agreement.
Technical SEO
Fast, crawlable pages, clean addresses, a sitemap, structured data for the organisation and its services, and redirects that keep rankings through a rebuild.
Measurement that fits a long sales cycle
We track which pages are viewed before an enquiry, which searches brought those visitors and how well qualified the requests are. Traffic on its own says little about a firm whose best customer might search twice a year.
A monthly retainer
New and improved pages at the pace your engineers can keep them accurate, with a report each month in plain English.
Fewer, better pages
A reference an engineer will forward to a colleague
A list of capabilities is a brochure. A page that explains a process properly is a reference, and engineers bookmark references and pass them to colleagues. A page that gets forwarded is doing sales work while you are on the shop floor.
So we write fewer pages and write them harder. Each earns its place by answering a question a real buyer types, in the words that buyer uses. Nick Halden sets out the thinking in SEO for engineering and B2B firms on the M4 corridor.
How the work happens
Plan the pages, write them with your people, measure what follows
A sounding of demand
We find what your processes, products and sectors are searched for as, who ranks for them today, and which of those searches are worth chasing for a firm of your size.
A short plan of pages
Which pages to write or rebuild, in priority order, agreed before any writing starts.
Writing with your people
Interviews with the engineers or specialists who know the work, drafts they correct, and plain language that a buyer outside your trade can follow.
A careful rebuild
If the site has to be rebuilt, every page that already ranks is kept or redirected. The engineering composite below is the model.
Measure, then add
New pages follow what the enquiries and the search data say, not a calendar.
An engineering firm on the M4 corridor
Buyers find the capability page before they find a competitor
A 2014 website that described capabilities in a sentence each, so procurement teams searching for specific processes found the firm's competitors instead.
- Each core process now has its own page written for engineers and procurement, with the tolerances and materials they search for.
- Sales gets fewer 'do you do this?' calls and more requests for quotes with drawings attached.
- The rebuild kept every page that already ranked, with redirects for the rest.
- Read the composite
What it costs
A monthly retainer, and a rebuild if the site needs one
Prices are before VAT.
SEO retainers
from £650 a month
Monthly local or content-led SEO, reported in plain English.
Reach
£4,500–£8,500
A larger site with town pages across the valley and a content plan. On the river, a reach is the stretch between two locks.
The corridor towns have pages of their own, including Slough, Maidenhead and Reading.
Questions
What B2B firms ask about search
Does SEO work for B2B firms when search volumes are small?
Yes, often better than for consumer businesses. Searches for a specific process, material or integration are few, but each comes from someone with a real requirement. A page that answers one well can matter more to the firm than a page that draws a larger audience who will never buy.
Who writes the technical content?
Imogen Pryce interviews your engineers or commercial team and drafts the page. They correct it. You get accurate pages without anyone spending a week writing, and nothing is published that your specialists have not read.
How do you measure results when the sales cycle is long?
By what happens before the enquiry. We look at which pages are viewed, which searches bring the visitors and how many requests for quotes arrive and how well qualified they are. Traffic alone is a poor measure. Reports come monthly, in plain English.
Do we need a new website, or can you work with the one we have?
Sometimes the current site can carry the new pages. If it cannot, we say so and explain why. A rebuild keeps every page that already ranks and redirects the rest, so the firm does not start again from nothing.
What does it cost?
Ongoing SEO is from £650 a month, before VAT. A rebuild with a full set of capability pages sits nearer Reach, £4,500–£8,500, than Towpath, £2,400–£3,800, because of the number of pages involved.
Start a project
Tell us what the website needs to do
A short note is plenty. Tell us what you sell, where, and what isn't working, and you'll get a straight answer within a working day, even when the answer is that you don't need us.
