Special Piping Materials

Global rebrand, website build and ongoing digital marketing


Increase in online conversions


Uplift in social media referrals


Growth in global traffic

The Challenge:

Special Piping Materials provides specialist piping products to a very niche set of industries. With a strong UK reputation, our client needed a rebrand that would grow their global presence and a website that would not only perform well in the SERPs for target keywords, but that would provide strong trust signals and demonstrate industry expertise and authority to support their predominantly offline routes to market.

In an increasingly price-led environment, our client needed to emphasise their USPs and increase business volume without compromising their margins.

It was important that the global brand would perform well internationally and that language variants could be accommodated.


The Solution

We conducted extensive competitor research to identify points of differentiation and performed deep-dive analysis of keyword trends and search intent to understand what the target market was looking for and responding to.

Our team mapped out a website architecture that would address the important questions and searches that would reach new business as well as provide the trust signals required for supply chain professionals investigating contenders for tenders and contracts.
We created a brand that was visually very different from competitors, with a minimalist but powerful colour pallet and an emphasis on global reach.

Our SEO specialists Implemented international SEO best practise with geo-targeting and href-lang tagging to improve visibility in targeted global locations and used native speakers to create a Brazilian Portugese translation of the website.

In addition to a slick new website, we implemented a content marketing strategy that personalised the global offices and offered insights on current market trends. This content was situated on the website alongside information about testing processes and quality assurance to provide trust signals and demonstrate authority and expertise. It was also positioned on social channels. This ongoing content delivery is a key part of the ongoing digital marketing strategy.


The Result

The global rebrand was a huge success and was well received by both internal and external stakeholders across all global offices.

International SEO implementation led to top 3 ranking positions on all target keywords and a 42% increase in global traffic, with particularly strong performance in the USA where the brand saw a 127% uplift in organic traffic.

The ongoing content strategy has created a destination for industry news and expertise that reaches potential customers in the research stage of the sales funnel. It also provides the basis for a Linkedin strategy that has produced a 42% uplift in social media referrals and helped to position the brand as the leading industry expert.

Special Piping are a worldwide Organisation within the Oil & Gas industry turning over 30 Million each year and we needed a serious digital partner that cares as much about our success as we do. We were looking for a new website and rebrand with global reach. The design and build quality were perfect for what we wanted and the service levels were far above providers we have previously used. Numagoo now manage our digital marketing and social channels. We are more than happy with the service provided and look forward to where we take our brand in the future with Numagoo’s help.”

Dawn Shepherd
– Special Piping Materials