Challenge
Weir Group is a global engineering leader serving mining, infrastructure, and energy customers across more than 50 countries. With a complex product portfolio and large digital estate, digital activity was spread too thinly and not effectively serving customers or shareholders. The brief was clear and time-bound – deliver a significant increase in Requests for Quotation within six months, while reinforcing Weir’s proven engineering position and optimising the channel mix.
Do you have a similar challenge?
Please get in touch to start a conversation about how our expertise can help your business thrive.
Solution
Equator partnered with Weir to replace broad, inefficient activities with a focused, outcome-led digital strategy. The approach prioritised the highest-value products and re-engineered journeys to remove friction and improve conversion.
- Audited a large, complex website to identify friction points across RFQ journeys
- Refocused digital effort on a small number of high-opportunity product areas
- Shifted investment towards SEO, content, and outreach to support the buying cycle
- Suspended low-return PPC and display to improve efficiency
- Built content aligned to technical decision-making and procurement stages
- Delivered outreach to improve authority and visibility for priority products
- Trained internal teams in Google Analytics to embed performance-led decision-making
- Introduced an ongoing CRO programme to continually refine journeys and conversion
Results
8% increase in RFQ enquiries within six months
39% year-on-year growth in organic traffic
31 new ranking terms across three key brands
83 new keywords ranking across the wider site
Outcome
Weir Group now operates a targeted, precision-focused digital model that emphasises value over volume. The strategy achieved rapid RFQ growth, improved efficiency, and fostered a culture of optimisation, ensuring digital continues to support commercial performance and long-term shareholder value.