Development
Development
Development
Web Design
Web Design
Web Design
Branding
Branding
Branding
Prime Cut Diamond Drilling
Year
2025
Client
Ranch Creative
Timeframe
4 Weeks
Prime Cut Diamond Drilling engaged Atherstone Digital to support a full-scale transformation: a complete rebrand (including a name change), a new website build, and a full SEO migration (with 301 redirects) — followed by ongoing support to maintain and improve organic search rankings, and significantly increase the quality and quantity of leads. The result: the client now receives 40% more qualified leads compared to the period before our work.
Prime Cut Diamond Drilling engaged Atherstone Digital to support a full-scale transformation: a complete rebrand (including a name change), a new website build, and a full SEO migration (with 301 redirects) — followed by ongoing support to maintain and improve organic search rankings, and significantly increase the quality and quantity of leads. The result: the client now receives 40% more qualified leads compared to the period before our work.
Prime Cut Diamond Drilling engaged Atherstone Digital to support a full-scale transformation: a complete rebrand (including a name change), a new website build, and a full SEO migration (with 301 redirects) — followed by ongoing support to maintain and improve organic search rankings, and significantly increase the quality and quantity of leads. The result: the client now receives 40% more qualified leads compared to the period before our work.
The challenge
Problem The company was operating under an older brand identity and legacy website, which no longer fully reflected their capabilities, market position, or growth ambition. Their online presence, including the website structure and SEO, was not optimised to attract and convert the kind of high-quality, project-level enquiries they wanted. The brand-and-site transition posed expected risks: migration of the domain/brand could cause loss of search visibility, drop in rankings, or loss of lead traffic if URLs, redirects, and link equity weren’t handled correctly. Although traffic existed, the volume of qualified leads (i.e., enquiries likely to convert into real projects) was not growing at the desired rate.
Problem The company was operating under an older brand identity and legacy website, which no longer fully reflected their capabilities, market position, or growth ambition. Their online presence, including the website structure and SEO, was not optimised to attract and convert the kind of high-quality, project-level enquiries they wanted. The brand-and-site transition posed expected risks: migration of the domain/brand could cause loss of search visibility, drop in rankings, or loss of lead traffic if URLs, redirects, and link equity weren’t handled correctly. Although traffic existed, the volume of qualified leads (i.e., enquiries likely to convert into real projects) was not growing at the desired rate.
Problem The company was operating under an older brand identity and legacy website, which no longer fully reflected their capabilities, market position, or growth ambition. Their online presence, including the website structure and SEO, was not optimised to attract and convert the kind of high-quality, project-level enquiries they wanted. The brand-and-site transition posed expected risks: migration of the domain/brand could cause loss of search visibility, drop in rankings, or loss of lead traffic if URLs, redirects, and link equity weren’t handled correctly. Although traffic existed, the volume of qualified leads (i.e., enquiries likely to convert into real projects) was not growing at the desired rate.
The solution
Rebrand & Naming: We worked with Prime Cut to refresh the brand — redefining their positioning as a precision-led specialist in diamond drilling, concrete cutting and robotic demolition. New identity, updated visual assets and messaging aligned to the market. Website Build & Migration: We designed and built a modern, conversion-focused website that clearly communicates their services, expertise and value proposition. Simultaneously we executed a detailed 301-redirect strategy to ensure that legacy URLs, inbound links and search-engine value were preserved through the change. SEO Strategy & Lead-Generation Focus: We audited the pre-existing site and keywords, mapped opportunities, then carried out on-page optimisation, improved site architecture and service page structure, and aligned the content and calls-to-action to capture better leads. We also set up monitoring and iterative optimisation to maintain and grow performance. Results Orientation: The key success metric wasn’t just more traffic — it was more qualified enquiries. We prioritised enhancing conversion pathways (quote forms, contact prompts, service clarity) so that visitors were more likely to convert into meaningful leads.
Rebrand & Naming: We worked with Prime Cut to refresh the brand — redefining their positioning as a precision-led specialist in diamond drilling, concrete cutting and robotic demolition. New identity, updated visual assets and messaging aligned to the market. Website Build & Migration: We designed and built a modern, conversion-focused website that clearly communicates their services, expertise and value proposition. Simultaneously we executed a detailed 301-redirect strategy to ensure that legacy URLs, inbound links and search-engine value were preserved through the change. SEO Strategy & Lead-Generation Focus: We audited the pre-existing site and keywords, mapped opportunities, then carried out on-page optimisation, improved site architecture and service page structure, and aligned the content and calls-to-action to capture better leads. We also set up monitoring and iterative optimisation to maintain and grow performance. Results Orientation: The key success metric wasn’t just more traffic — it was more qualified enquiries. We prioritised enhancing conversion pathways (quote forms, contact prompts, service clarity) so that visitors were more likely to convert into meaningful leads.
Rebrand & Naming: We worked with Prime Cut to refresh the brand — redefining their positioning as a precision-led specialist in diamond drilling, concrete cutting and robotic demolition. New identity, updated visual assets and messaging aligned to the market. Website Build & Migration: We designed and built a modern, conversion-focused website that clearly communicates their services, expertise and value proposition. Simultaneously we executed a detailed 301-redirect strategy to ensure that legacy URLs, inbound links and search-engine value were preserved through the change. SEO Strategy & Lead-Generation Focus: We audited the pre-existing site and keywords, mapped opportunities, then carried out on-page optimisation, improved site architecture and service page structure, and aligned the content and calls-to-action to capture better leads. We also set up monitoring and iterative optimisation to maintain and grow performance. Results Orientation: The key success metric wasn’t just more traffic — it was more qualified enquiries. We prioritised enhancing conversion pathways (quote forms, contact prompts, service clarity) so that visitors were more likely to convert into meaningful leads.
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