ABL Digital Marketing and Website Case Study | MintTwist
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The mission

ABL came to us with a brief and asked us to “wow them” by creating a website they were proud of. Their website had not been touched for years and their online presence was not a true reflection of their capabilities.


ABL were looking for a strong website they felt proud of, that would generate significantly more traffic. There is an old fashioned perception of the industry they were keen to move away from with the use of strong and bold design.

Not only did ABL want to address the aesthetic flaws of the website, they also wanted to create a more straightforward and enjoyable user journey. Another core objective was for them to be able to update and manage the website internally.

Planning and design

In the initial stages we analysed their current website, discussed requirements and major pain points at length, and feedback they have had from users.

We looked into industry trends and bench-marked competitors before moving into a design phase where we created designs and presented them to the client. They were happy straight away – designed the rest. and signed it off.


We built them a system to easily manage their product database and orders. The homepage enables them to showcase the new products.

Features – can build quotation sheet up, downloadable content, product search and filtering.

Blog – built them a blog to showcase their thought leadership within the industry.

SEO campaign

Once the website was live, we set about increasing the levels of traffic to the site, with organic search top of the list.

After a thorough audit was completed, we devised a strategy that would rapidly grow the keyword footprint and start to deliver targeted traffic to the ABL website. We identified core keywords to target with a focus on keywords aimed at driving conversions and enquiries for the website.

We accompanied the SEO campaign with a digital content strategy, an email campaign and a Linkedin advertising campaign.

Wireframes turned into designs

Wireframes turned into designs

Wireframes turned into designs

Wireframes turned into designs


The results at the end of month 3 exceeded expectations and brought ABL into position as industry leaders:

  • Total sessions up 29% year-on-year
  • Total users up 22% year-on-year
  • 74% increase in pages per session
  • 78% increase in average session duration
  • 34% improvement in bounce rate
  • 92 keywords ranking for the first time
  • 59 keywords ranking on the first page of Google

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