Website changes pay off for north-west steel company

14:00 1st July 2009

A north-west steel company is reaping the rewards of revamping its website.

High-profile E-commerce success stories often focus on business-to-consumer operations, but European Tubes is showing that the right website design and content can also help to drive sales in a business-to-business environment.

The Wigan-based carbon steel seamless tube stockholder has seen its international sales rocket since getting some expert advice about how best to utilise its website, reports Crain's Manchester Business.

Officials from UK Trade and Investment recommended that the company should change its website content to include information in a number of different languages.

It subsequently added Spanish, French and German content and was rewarded with a substantial rise in interest from potential customers overseas, with more than 7,300 visitors from 98 countries navigating their way to European Tubes' website.

Those enquiries translated into export sales of £600,000 to 11 countries in 2008. In 2007, its international sales had been worth only £23,000.

European Tubes spent just £3,000 on upgrading its website in order to improve its visibility to potential customers in other countries.

Commercial listings directory Approved Business recently advised companies looking to attract overseas customers via the internet that country-specific micro sites can be a useful tool.

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