Alroys Sheet Metals

Content for precision engineering

This case study is all about creating and communicating content for precision engineering.

The Client

Alroys Sheet Metal (Stevenage, Hertfordshire) offers two distinct but related services: precision sheet metal manufacture and large-scale structural fabrication. They needed help communicating clearly both services to their target audience. Their work all falls under the broad umbrella of ‘metalwork’ and, while there is some crossover, the two disciplines generally attract different clients with different needs. Conflating them risked muddying the message and losing opportunities for both.

One of the most important objectives in creating content for precision engineering clients involves credibility. Alroys has a wealth of experience and specialist knowledge but struggled to articulate it in a way that resonated with prospective clients, rekindled relationships with past contacts, and attracted work they were best placed to fulfil.

The Approach

The starting point with creating content for precision engineering is always listening. Through in-depth conversations with the Alroys team (in person, on site). The work began by understanding what they do, how they do it and where their passion lies. That meant getting into the detail: the manufacture of components including volume runs and bespoke design work on one side, and the fabrication of large-scale metal structures, such as steel supports, on the other.

Once that picture was clear, the focus shifted to their clients: who they are, what problems they bring through the door, and what a successful outcome looks like. Creating then communicating content for precision engineering has to come back to the target audience.

Activity

From there, the work covered:

• Blogging: researched, written and illustrated articles drawing on interviews with key Alroys staff and clients, bringing their expertise to life in an accessible format.
• Web copy: a refresh of existing pages, plus new content covering specific industry sectors, client case studies, and downloadable PDF brochures. This included clear explanations of technical standards such as EN1090, the mandatory European standard for manufacturers of structural steel and aluminium components (the kind of experience and knowledge that matters to informed buyers).
• Imagery: original photography selected and sourced to reflect the quality and scale of Alroys’ work.

Outcomes

The refreshed content gave Alroys a credible, authoritative online presence that works as a genuine sales tool. Specifically, it has helped them:

1. Win referrals and resurrect dormant relationships: past clients who had moved to other companies found their way back, prompted by content that demonstrated Alroys’ continuing relevance and expertise.
2. Attract better-fit work: by targeting specific sectors and being precise about capabilities, the content draws in enquiries for projects that Alroys is set up to handle efficiently and profitably.
3. Communicate their depth of knowledge: the blogs and case studies draw out the ‘why’ behind what they do, positioning the team as a safe, experienced pair of hands rather than simply a supplier.
4. Sell through authentic client experiences: real stories from real projects give prospects the confidence to pick up the phone.

Creating content for precision engineering involves translating technical capability into clear, targeted marketing content. Get in touch if you’re a manufacturer, fabricator or specialist metalworker needing to tell prospects and existing clients exactly what you can do for them.