Streamlining Cantec's Digital Presence for Greater Clarity and Conversions
Results
High Conversion Rates
Website forms created exceed industry benchmarks significantly boosting lead generation.
Rapid Follower Growth
Significant follower increase of 40% in one year on LinkedIn.
Brand Clarity
Unified different arms of the business for a streamlined, cohesive brand.
About The Customer
Founded in 1994, the Cantec Group started as a small photocopier dealership. Over the past three decades, the company has grown into Ireland’s leading provider of managed print services and technology solutions.
Industry
IT Services and IT Consulting
Company Size
Small Medium Enterprise
Services
Website Design
Website Development
Growth Marketing Subscription
The Challenge
Cantec faced a challenge with their digital presence that stemmed from a fragmented brand identity. With the company operating under the umbrella name “Cantec Group,” they had separate websites for their managed print services under Docutec and their office automation platform under SmartOffice. This structure led to confusion among users, making it unclear who they were and what they offered. Additionally, their social media and website messaging were inconsistent, making it difficult for potential customers to understand the full scope of Cantec’s offerings. Cantec wanted a clear brand message and to amplify that amongst prospectus clients to gain greater brand awareness.
The Solution
Website Redesign and Brand Simplification
We simplified Cantec’s digital structure by dissolving Docutec into the main Cantec brand, effectively eliminating the need for a separate Docutec website. Now, all managed print services are housed under Cantec, while SmartOffice remains as its own entity with a dedicated website linked through the office automation page on Cantec’s site. This consolidation made it easier for users to understand Cantec’s offerings at a glance, enhancing overall brand clarity.
The new website was designed with a modern, bold aesthetic, featuring strong visuals and a clean, intuitive layout. CTAs were strategically placed throughout the site to guide users towards conversion points, whether it was for inquiries, service requests, or product information.
Social Media Management and Brand Awareness
With the new website in place, The Smart Group took on the management of Cantec’s social media channels. We developed comprehensive content calendars based on established pillars that included a mix of educational content, company updates, and engaging visuals. By increasing the frequency and variety of posts, and injecting more of the company’s personality—featuring team members and day-to-day activities—Cantec’s social media presence became more dynamic and relatable.
Messaging and Content Enhancement
We undertook extensive copywriting to improve Cantec’s messaging across the site, particularly focusing on their sustainability efforts. The sustainability pages were expanded with additional content and case studies, showcasing Cantec’s commitment to eco-friendly practices. This not only strengthened the brand’s message but also aligned it with current market trends where sustainability is a key consideration for consumers.
From the beginning of our partnership with The Smart Group, they have dedicated themselves to understanding our services and our market and have tailored their strategies to align perfectly with our vision. Their team has expertly managed our social media and revamped our branding, bringing a fresh approach that has truly elevated our brand.
We have built a fantastic relationship with The Smart Group, and they are always available to provide insights and adapt our strategies as needed. Their flexibility in accommodating our requests has been invaluable. I highly recommend their services to anyone looking for a committed and creative marketing partner.
The Results
The rebranding and digital overhaul of Cantec has yielded impressive results. The streamlined website now offers a clear and cohesive brand identity, making it easier for users to navigate and understand Cantec’s offerings. The modern design, coupled with improved messaging and strategically placed CTAs, has not only enhanced the visual appeal of the site but also driven higher engagement and conversions. The General Enquiry form on the website holds an impressive conversion rate of 8%.
On social media, the increased activity and consistent brand messaging has raised Cantec’s profile, leading to more leads and sales. The Smart Group proudly grew Cantec’s LinkedIn following by 40% in one year whilst exceeding industry benchmarks for engagement rates.
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