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Engineered Composites Case Study

A Strategic Digital Rebuild Delivering Measurable Growth

The Challenge

Rebuilding Digital Foundations for a Leading GRP Supplier

Engineered Composites, one of the UK’s leading suppliers of Glass Reinforced Plastic (GRP) products, had built a strong reputation in their field — but their digital performance wasn’t keeping pace.
Despite offering a broad product range and serving multiple B2B sectors, their lead generation through paid channels had slowed, organic search visibility was limited, and their brand presentation felt out of step with the quality of their products.

Internally, the business lacked a structured digital sales funnel, CRM processes were underdeveloped, and creative assets were outdated. They required a full-scale marketing partner capable of delivering improved performance, smarter infrastructure, and a brand presence fit for the market leader they aspired to be.

engineered composites head office

The Solution

Since taking over the account, Finsbury Media has worked in close partnership with Engineered Composites to deliver an integrated, multi-channel digital transformation:

  • Paid Search Strategy

    Our engagement began with a full PPC rebuild. Campaigns were restructured to focus on high-intent GRP keywords, inefficient spend was eliminated, and accurate conversion tracking was implemented to guide performance-driven decisions.

  • SEO & Content Development

    We introduced a comprehensive SEO programme, including technical improvements to the website, keyword-targeted content creation, and on-page optimisation. This established long-term visibility and strengthened authority across key GRP manufacturing search terms.

  • B2B Social Media Growth

    LinkedIn and Facebook channels were brought under Finsbury Media’s management, featuring regular thought leadership, product highlights, and industry commentary to engage engineers, specifiers, and procurement professionals.

  • Email Marketing Execution

    A targeted email programme was launched, combining product promotions, educational content, and seasonal campaigns tailored to B2B buyers and existing customers. Segmentation and CTA testing were applied to maximise engagement.

  • Digital Infrastructure &
    Brand Collateral

    Alongside campaign activity, we led a strategic digital upgrade: delivering a complete website redesign for improved UX and mobile performance, CRM integration for enhanced sales visibility, and the development of new brochures and branded flyers for both digital and print use.

  • Conversion Rate Optimisation

    To ensure paid and organic traffic translated into tangible results, we implemented a robust CRO strategy. This included user journey analysis, A/B testing of key landing pages, improved call-to-action placement, and streamlined enquiry forms. These enhancements contributed to higher lead quality and a measurable uplift in online conversions.

The Result

Through a focused and collaborative strategy, Finsbury Media delivered tangible commercial outcomes:

1. Lead Generation Performance
  • PPC campaigns reduced cost-per-lead by over 30%

  • Improved targeting attracted higher-value inbound enquiries across priority sectors

  • 120% increase in organic website traffic over 18 months

  • Page 1 rankings achieved for multiple high-value GRP keywords

  • LinkedIn followers grew by 300%, supported by consistent B2B engagement

  • Email open rates consistently exceeded 35%, with click-through rates averaging 8%

  • Campaign-specific landing pages experienced uplift in engagement and micro-conversions through remarketing and segmented traffic drivers.

  • Website rebuilt for mobile-first performance and improved UX

  • CRM implementation enabled better lead tracking and pipeline management

  • New creative assets aligned the brand experience with product quality

The strong partnership between Engineered Composites and Finsbury Media continues to evolve — driven by shared goals, clear communication, and a long-term strategy for growth in an increasingly competitive market.

Testimonial

Finsbury media was easy to approach at the beginning. We had several meetings to discuss what they could do for us and we were more than happy to sign up for our PPC. We were that happy with the PPC that we then asked them to control our website and all the Technical fixes that was involved.

Recently we have also moved our SEO to Finsbury Media. They have experts in all areas and it is clear who we need to contact about each area of our marketing/website requirements. They react very quickly when asked to look into something or make changes. We have regular meetings so that we know what they are doing for us and what the progression is from previous work. We are very happy with Chris and the team and would highly recommend.

Melanie Perkins, Executive Director, Engineered Composites

Conclusion

Each initiative was strategically designed to reflect Engineered Composites’ leadership in GRP supply—combining regional targeting with industry-focused messaging to drive high-quality B2B leads. Performance across Google Search, SEO, LinkedIn, Email and Emarketing has consistently exceeded benchmarks, reinforcing the brand’s authority in key sectors.

As the partnership developed, Finsbury Media’s role evolved beyond execution—supporting strategic planning, CRM integration, and brand development to build a more scalable and effective marketing infrastructure.

This integrated, multi-channel approach has strengthened digital capabilities, modernised brand presence, and delivered measurable commercial results that continue to support long-term growth.

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