CASE STUDY: Website Audit, Blog Writing and Video Script Writing for Ultrimax

Ultrimax is a leading industrial paints manufacturer and supplier of paint shop equipment and consumables. The company first came to us in 2018 because they needed a copywriter with an understanding of the industrial coatings industry to write a few pieces of blog and website content. We now work in partnership with the company's in-house digital marketing team to audit their website and create regular blog content. 


  • Raise brand and product awareness
  • Increase SERPs visibility and conversion rates
  • Engage potential customers and answer their questions
  • Increase website purchases and enquiries.

"Outstanding quality - worth every penny. These guys take a real interest in you and ensure they get to know your company in detail, thoroughly research the topic content for each piece of work and produce flawless copy, every time."

Yarl Thomas – Ultrimax Coatings

How did we help?

Below is an overview of the steps we take to achieve the client's aims. We work closely with Ultrimax's digital marketing manager to deliver the project requirements.

1. Content audit

We usually begin the year with an audit of the content produced in the previous year. This allows us to identify:

  • The types of content that perform well
  • Blog posts that can be improved or developed
  • Content that need to be updated to keep them relevant
  • Content gaps.

2. Content planning

Working with the Ultrimax digital marketing manager, we identify a blog and video content plan for the coming year based on their sales objectives. This gives us the information we need to conduct the relevant SEO research and create blog post outlines.

3. Production

It is essential for Ultrimax to have a writer with experience of the industrial paints industry because the blog content had to accurately explain paint shop equipment, processes and techniques. We have such a copywriter within the FHC team! In many cases, we are writing blog and video script content about topics that have not previously been covered on the internet.

The production process is straightforward. We produce a draft, and the Ultrimax technical team check it over for accuracy. Our writer then makes any adjustments if necessary and passes the finished article back to the Ultrimax marketing team for publication and promotion.

Read sample blog post: Best Exterior Wood Paint?

Sample video script:

The results

To date, the Ultrimax blog has over 150 pages that rank on page one of SERPs for relevant search terms and, on average, 30% of website sales are attributed to blog engagement.


pages ranking on page 1 of SERPs for relevant search terms.


of website e-commerce sales from the company blog.

Let's chat

We begin every project with a FREE strategy call, where we identify your marketing goals and the best means of achieving them using intelligent sales copy, engaging content and carefully designed campaigns.

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