Liniar’s Digital Focus Set To Gather Momentum

Liniar raised the industry bar by launching its brand new website less than three years ago. The latest redesign has been undertaken to ensure the systems company continues to enhance the user experience as its digital presence grows.

Ever-evolving site

The Liniar marketing team worked with Southampton-based creative agency ICAAL for its original website development project in 2015, using Liniar’s own designs and translating them into a user-friendly, informative website. Website traffic has quadrupled during the last three years, with the site generating more enquiries than ever.

However, as SEO requirements, usability trends and industry landscapes are constantly evolving to meet new demands, the Liniar team have worked with ICAAL to redesign and modify the website to meet cutting-edge standards.

Mobile first generation

With fresh new page designs, a simpler navigation process, SEO optimisations and content enhancements, the modifications ensure the Liniar website operates to the stringent standards expected from the ‘mobile first’ generation – across all devices.

This included a process of mobile testing to carry out user interface and user experience developments, as well as adjustments to the desktop version of the site to ensure simple and efficient usability is kept consistent across platforms.

“The public perception of our brand is critical to us, and our website is probably the most visible example of how we communicate with customers, installers and consumers,” explained Sue Davenport, Liniar’s Marketing Director.

Striving for perfection

“Even though we were happy with our website and its performance, we always strive for perfection – just as we do with our product range. For example, we know that more than 50% of our website visitors are now using mobile devices, so it’s even more critical for them to be able to move around the site easily to find the information they need.

“We also wanted to give the site a fresh, new look at the same time – which once again we designed in-house to ensure we remained consistent with our overall branding. The improved navigation means visitors will get to what they need more quickly, whilst keeping our favourite features such as videos, case studies, blog posts and our ‘meet the team’ page.

New marketing recruit

Joining the Liniar team just in time to assist with the website refresh, Simone Sangha has been appointed Digital Marketing Manager with responsibility for the full digital spectrum, from strategy and campaign to analysis.

Simone’s background was in the technology and retail sector, both in-house and agency side looking after a wide range of clients, so she is ideally placed to help meet Liniar’s digital goals.

With experience in social media management, content creation, CRM management, lead generation and international event organisation, as well as a more technical skill set including SEO, PPC, data analytics,

HTML coding and affiliate marketing, Simone has also completed Google Analytics and AdWords exams in the process.

‘A fantastic project’

Having almost completed a Masters in International Business and Marketing at Derby University, Simone was working as a freelance marketing consultant when the role at Liniar became available.

“I’m really excited about my new role,” said Simone. “I love the team and there’s such a friendly vibe throughout the whole company.

“The refresh of the Liniar website has been a fantastic project to get stuck into since starting here and I’m sure people will be impressed with the results.”

Sue comments: “Having Simone on board will help to strengthen our already effective digital channels and enable us to reach out to more contacts at the right time. She’s already proving her value and we’re excited to welcome her to the Liniar team!”

Web2Print launch

Customers have certainly been impressed with another recent initiative that provides them with the opportunity to customise Liniar’s wide range of marketing literature.

Launched earlier this year, Web2Print allows Liniar customers to add their own logos and contact details onto Liniar brochures without the need for special software or any design skills.

“We’ve had a superb response to Web2Print,” said Sue. “It’s simple to use and means that Liniar fabricators, as well as their installer customers, can personalise literature that we’ve already designed and have them delivered direct from the printer.”