Making it easy for customers to buy

Stephen Jacobs, Head of Communications explains: "We were looking for a website that would capture the local nature of our services. It had to be simple, cost effective, easily navigable and have a first class CMS so that we could take forward the management of the site. Because our products tend to be sold within a 30 mile radius of our plants it is very important that the website serves our national customer base, yet with a local flavour. The local map at the heart of the site was very important. We spent time getting that right and as a result the website is highly effective and works well."

The Location Finder link is featured on every page of the site and its accompanying UK map graphic clearly highlights the main areas served by Breedon Aggregates. At the next level customers can see a list of quarry locations alongside an interactive map. By either clicking on the list, or the map, they can view the address and contact details for that quarry, plus see its geographical location. There is also the option to specifically view locations of the various types of quarries as well as asphalt plants, ready mixed concrete plants and contracting service offices.

The website’s home page features the company’s latest share price and news and offers visitors clear pathways to read more about the various products and services. Site visitors can click through from the menu headings along the top of the page or click on one of the four images depicting Breedon’s main products and services. The site makes it quick and easy for customers to find the information they need and place an order but Breedon Aggregates have even gone one step further by including a clever Product Calculator that works out the square metre area to be covered and how many tonnes of the product are needed.

All Quiet Storm corporate websites are search engine optimised and come with the Easy Edit Toolbar which make page updating and document and image uploading a simple task. Site effectiveness and popularity is monitored via detailed statistics recorded on the Quiet Storm Knowledge Bank. These can be viewed in full or ‘quick stats’. As well as displaying visitor numbers and search engine referrals the stats show a wealth of other useful information such as how many visitors have completed enquiry forms. Breedon Aggregates has clear aims for their new website and the Knowledge Bank is instrumental in proving how well those aims are being achieved.

Breedon Aggregates is the largest independent aggregates company in the UK, operating 26 quarries, 18 asphalt plants and 40 ready-mixed concrete and mortar plants. The two fully-integrated autonomous businesses in England and Scotland are run by their own respective management teams.

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