Strengthening the digital presence of a leading industrial manufacturer

Chesterton Customseal manufactures high-performance elastomeric polymer seals for hydraulic, pneumatic and rotary equipment. Serving the Asia-Pacific region, Chesterton Customseal is a subsidiary of A.W. Chesterton Company, a globally recognised leader in industrial sealing solutions established in 1884.

Chesterton Customseal approached Gilligan Group seeking to revitalise their digital presence and drive greater conversions. The company was looking for a strategic partner that could take charge and bring their digital objectives to life. Initially engaged to perform a scope of web updates and fixes, we have since expanded our relationship to support their digital presence on an ongoing basis and have developed a digital strategy to uplift their brand’s identity.

Initially, we were engaged to review the site and action a series of improvements. To kick off, we conducted a review of the site’s user experience and interface. Alongside development issues from legacy code, we observed other issues that needed addressing.

Following an initial scope of works to rectify the most critical issues, we conducted a comprehensive SEO audit to identify technical issues impacting searchability and performance, reviewed user experience and navigation, and audited existing target keywords and metadata. Some of the issues we found included:

• Framework: the existing website infrastructure was dated and had poor scalability and flexibility, limiting the content/layout improvements we could make without development work
• Plugins: redundant and outdated plugins were causing compatibility issues on the website and created a large site load, slowing down the site’s speed
• Technical SEO issues: Issues with hierarchy, heading tags and metadata
• Content: Poor structure and flow of content made it difficult for readers to digest information, absence of headings to provide SEO contextual information for search engine crawlers, key pages were hidden from the menu and only accessible via link on subpages
• Visual Performance: website interface didn’t align with the company’s scale, reputation and expertise, and UX was not world-class

Building on their existing web infrastructure, we formulated a digital roadmap to address these issues without requiring a full rebuild of their site. Our action plan consisted of:

• Designing, developing and rolling out a new page template – enabling us to enhance content layouts and introduce an improved user experience
• Keyword research exercise – to validate existing target keywords and implement new optimised keywords throughout the copy and headings
• Modernising the user interface particularly on core pages such as the Home page to align their digital identity with their brand
• Optimise performance through removal of redundant plugins and code
• Overhaul visual assets to ensure they are portrayed the way they want to be perceived – industry leading, trustworthy and cutting edge.
• SEO copywriting – development of SEO optimised blogs and pages to align with Chesterton Customseal’s business goals

In parallel, we worked with the Chesterton Customseal team to develop a website chatbot, integrated with their existing CRM system, Hubspot. Through in-depth workshops with their sales and customer service team, we gained a deep understanding of their sales process and customer pain points at the initial stage of the sales funnel. To streamline the enquiry process, we digitised their primary sales tool, creating an easy-to-use online form for customers to submit detailed engineering requests.

Since our engagement and collaboratively with the Chesterton Customseal team, we have achieved:

• #14.7 Average Position – up from #20.6
• 1.61M Impressions – up from 562K
• 37.4% increase in active users
• 1.1% click through rate – up from 0.15%
• 6.01K clicks – up from 4.75K

Today, we are privileged to work with Chesterton Customseal ongoing as their digital and SEO partner. In Q1 2025, we launched a reinvigorated user interface on their existing website infrastructure.