Slough, Berkshire
Web design for Slough's suppliers, trade counters and logistics firms
Slough Trading Estate began in 1920 on land where the army had repaired motor vehicles, and it is now described as the largest industrial estate in single private ownership in Europe. Around it sits a town of businesses that sell to other businesses, and many of them are poorly served by their websites.
What sits around the estate
A town built on selling to other businesses
The estate was set up after a government sale of the First World War motor depot beside the Great Western main line, and it has been filling with logistics, manufacturing and trade occupiers ever since. Data centres have also been built on it in numbers that make Slough one of Europe's largest clusters, and a ring of electrical, cooling, security and fit-out contractors depends on them.
The town sits beside the M4 a few miles from Heathrow, on both the Great Western and the Elizabeth line. A supplier's customers may be a van ride away or on the far side of the M25, so delivery areas, lead times and collection details belong on the page in plain words.
These businesses are found through procurement searches, which are specific, repeated and made by someone who has to justify the choice to a manager. The supplier with a clear page for the exact service, with accreditations, coverage and lead times in plain sight, goes forward on the list. The one with a brochure site drops off it.
How we would work
One strong page for each thing you sell
Our M4 corridor B2B SEO service is built for this. The engineering firm case study is a Reading composite rather than a Slough company, but the pattern carries over, with a page for each process, the specifications buyers search for and a rebuild that keeps every page that already ranks. Procurement teams forward pages to colleagues and attach them to approvals, and the page that stands alone, with the service, the standards and the contact route on it, is the one that gets forwarded.
Trade counters and local suppliers need the local side as well, and we treat the two as one job. A profile on the map that disagrees with the website about opening hours costs a sale.
A multilingual town
Search here does not all happen in English
In the 2021 Census more than a quarter of Slough residents gave a main language other than English, and Punjabi, Polish and Urdu were the most common after it. For a solicitor, a dentist or a trade serving local households, that changes who is searching and what earns trust.
Our advice is to start with the customers a business already serves. If they ask for a service in Punjabi or Polish, one translated page covering the service and the way to get in touch, written or checked by a native speaker, usually earns its place before a fully translated site does. Machine translation that nobody has read can damage trust faster than having no translation at all. Reviews in a customer's own language help too, and a reply in the same language shows the next reader that the business understands them.
We are based in Maidenhead, a few stops west on the same railway, so meeting in Slough is easy. Windsor is a branch-line shuttle from Slough station, Beaconsfield lies to the north, and Maidenhead is where we work from. Each has a page of its own.
Slough
Tell us what you supply and who orders it
A short note on the business, the buyers and the pages that ought to exist is plenty. We'll reply within a working day, and if your current site only needs a few better pages we'll say that.