The Al Rayyan Fire Systems Case Study

Al Rayyan Fire Systems is a Fire Protection Service Company based in Qatar. The company dealt with systems and equipment as well as services such as inspection, installation, emergency services, etc. to provide Fire safety. Being an established business in Qatar, the company wanted to expand its reach by leveraging the online market.

The goal:

Establish the company on digital platforms to drive increased revenue and business.

Challenges faced:

• Low-quality leads and weak conversions.
• Unsatisfactory output from online efforts.

Problems identified:

1. Below par website with low-quality content.
2. Undetermined target audience.
3. Lack of an operative process funnel.
4. Inoperative strategy.

Hence, as the company approached the Strategyworks team, we set out to establish the company digitally.

The process included:

• Understanding the market through extensive research.
• SWOT analysis of the current strategy.
• Identifying the targeted audience and analyzing their digital pattern.
• Identifying the actions needed and structuring a pragmatic strategy for optimum outcome.

What we did:

1. Refurbish the website

Our team prioritized establishing the brand through the face of the company – the website. For which we-

• Restructured the website completely to be at par with current market conditions.
• Formulated a page strategy to effectively project the brand story.
• Updated every page with accurate and up-to-date information.

2. Fixing the social presence

Social media is the place where the company connects with its audience and an unsound social presence hurts the company altogether. So, to fix it, we-

• We created official business pages on social platforms like Linkedin, Facebook, Twitter, Instagram, etc.
• Updated all the pages with correct company information.
• Implemented content strategy to reach the correct audience with stories that resonated with them.

3. Accelerating the website rankings

With an updated website, we went on to accelerate the ranking process for suitable keywords. The process consisted of the following-

• Keyword research to identify the right keywords with intent, search volume, and competition.
• Implementation of SEO and content optimization for all relevant pages.

4. Generating leads

As the efforts to establish the company online became fruitful, our next step was to bring real results in the form of leads. For this, we-

• Established a process funnel for bringing quality leads.
• Conducted organic and paid forms of social media marketing to bring awareness in the target audience and increase their reach.
• Executed lead generation through social media and search engine marketing.

Outcomes

1. The refurbished website design was able to hold the visitors on the website for an average of 3.05 Mins/ session.
2. The lead quality and quantity from the website increased month on month by 22% on average
3. Increase in the leads through Google Local Listing through optimization by 118%

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