Video and Web

Repositioning an established commercial maintenance company

Hedingham was already working as a commercial maintenance company when they first approached Video & Web. However, their existing business name, Hedingham Builders, no longer reflected the type of work they were doing or the clients they wanted to attract.

The company needed to move away from being seen as a traditional building firm and present itself as a more specialist commercial contractor. Our first stage of work was to rebrand the business as Hedingham Contracts, creating a name and identity that better reflected its commercial maintenance services and future direction.

At that stage, the website remained relatively simple. It worked as a brochure website, giving the company a professional online presence and helping existing and potential clients understand the range of services Hedingham offered.

From a brochure website to a targeted marketing platform

As the business developed, Hedingham expanded further into fire safety and specialist accreditation work. This created a new opportunity.

The company identified that there were relatively few providers offering the specific accreditations and services they could deliver. Rather than relying solely on existing contacts or general enquiries, Hedingham saw the potential to market these services more actively to the right sectors, locations, and decision-makers.

Video & Web expanded the original website support into a broader digital marketing strategy. SEO was introduced to improve search visibility, while the website content was developed to target more specific services, areas and customer groups.

The expansion helped the website move beyond its original brochure role. Instead of simply explaining what Hedingham did, the site began to support a more focused lead generation strategy, helping the business promote its specialist services to the audiences most likely to need them.

Supporting growth through SEO and content

The SEO strategy focused on making Hedingham more visible for the services they wanted to grow, rather than treating all services equally.

We targeted the areas of the business with the strongest commercial opportunity, then developed the website around those priorities. Fire safety and accreditation-led services became a key focus, supported by clearer service pages, targeted wording, and a stronger structure for search engines.

Alongside this, social media helped reinforce the company’s expertise and keep Hedingham visible to existing clients, prospects and commercial audiences across the UK.

The result

The project evolved from a rebrand and brochure website into a more strategic online marketing platform.

Hedingham Contracts now has a name, brand and website that better reflect the business they had already become and the direction they wanted to pursue. As their specialist services developed, the website and SEO strategy provided a clearer path to promote those services, target specific markets, and generate more relevant enquiries.

Today, Hedingham Contracts attracts larger commercial clients and has broadened its reach beyond its original local market. The business now services organisations throughout the UK, supported by a digital presence that presents them as a credible, specialist and professional contractor.

Rather than simply having an online presence, Hedingham’s website has become part of a wider marketing system designed to support growth in the areas of the business with the greatest potential.