Link Engineering
ELEVATING BRAND IDENTITY AND DIGITAL PRESENCE
Collaborating with Link Engineering to strengthen their brand and digital presence to support business growth.
OVERVIEW
Link Engineering is a Birmingham-based civil and structural engineering firm offering services from building investigations and planning support to civil and structural design.
Following a sustained period of growth, advancing from a start-up company to a recognised player in the civil and structural engineering sector, they were looking to build on their success and strengthen their market position.
As a result, the firm sought a local digital partner with proven experience as a marketing agency for civil engineering firms.
THE OBJECTIVES
DELIVERED THROUGH…
BRAND DESIGN & DEVELOPMENT
The initial phase focused on developing comprehensive brand guidelines to strengthen consistency across every touchpoint. Building on Link Engineering’s existing visual identity, we refined the colour palette, typography and tone to establish a more professional and cohesive brand system.
SEARCH ENGINE OPTIMISATION
An SEO strategy was integrated into the website development process to improve discoverability and attract relevant audiences. Research identified key industry and regional search terms, which were strategically embedded across core service pages, supporting long-term visibility and lead generation efforts.
A BESPOKE WEBSITE
A new bespoke website was designed and built to meet Link Engineering’s need for a stronger digital presence that reflected their growth and professionalism and established their credibility in the sector.
The structure and navigation were carefully planned to make it easy for visitors to explore their range of civil and structural engineering services, as well as their project portfolio.
The design approach balanced technical detail with an intuitive layout, ensuring the website resonates with both commercial clients and industry professionals.
DIGITAL MARKETING MASTERCLASSES
To ensure the Link Engineering team could confidently oversee their digital presence, tailored Google Analytics training sessions were delivered.
These sessions focused on understanding user behaviour, tracking engagement, and using data insights to guide future marketing activity. The aim was to build in-house capability and enable the team to make informed, data-driven decisions as their online strategy evolved.
ADDITIONAL MARKETING MATERIALS
Alongside digital development, a suite of offline marketing materials was created to support the firm’s client-facing activity. This included business cards, brochures, a credentials document, and presentation templates designed to align with the refined brand identity.
Animated email signatures were also introduced to extend brand visibility through digital communications, ensuring every client interaction reflected a unified and polished image.
Each piece was developed with a focus on clarity, structure, and visual consistency, reinforcing Link Engineering’s credibility and attention to detail in both print and digital formats.
THE RESULT
The collaboration successfully repositioned Link Engineering as a confident and capable business within the civil and structural engineering sector. The refreshed brand identity and new website now present the company as established, forward-thinking and credible, with supporting offline materials creating a consistent experience across every client touchpoint.
Over the initial six-month period, the impact has been significant. Link Engineering achieved a 159% increase in overall keyword rankings (rising from 54 to 140), alongside a consistent #1 position for their brand name, despite competition from another company. Key industry phrases have also seen major improvements, with terms such as civil engineering consultants moving from beyond position 100 to page 3.
For a business historically driven by referrals and brochure-led activity, organic visibility has strengthened considerably, with 32% of all website traffic now coming from organic search. The new website is also performing strongly from an engagement standpoint, achieving a 72% Engagement Rate, demonstrating that visitors are finding the content relevant, useful and easy to navigate.
We feel we now have a brand that is representative of our business as a result of EDGE’s input. EDGE have warmly welcomed us into their networking events and leadership discussions; it really feels like we are part of their community. A special mention must go to our Account Manager, who has been responsive, flexible and understanding at every step. We are looking forward to continuing to work with EDGE as our business grows further.
Jessica Moore | Operations Manager
Link Engineering
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