A strong reputation, finally matched by a website that does it justice

About

Smith & Allan is a long-established UK manufacturer of oils, lubricants, coolants and specialist fluids. 

With a history dating back to 1925, they supply industries ranging from automotive and agriculture to construction, manufacturing and commercial transport.

Known for their technical expertise, wide product range and trusted reputation across the North East and beyond, Smith & Allan needed a digital presence that reflected both their heritage and their ambition for growth.

They came to us with one key question: “How do we modernise our digital presence and make it easier for customers to find the right products?”

Challenge

Although Smith & Allan had a strong reputation offline, their digital visibility wasn’t matching it. Their previous website lacked functionality and customer-friendly features. In addition, their social content and SEO performance needed strengthening to increase reach and brand awareness.

Solution

We began by carrying out a full review of Smith & Allan’s digital presence, looking closely at their website, search performance and social output. It was clear that in order to support their growth, they needed a strategy that improved usability, increased visibility and strengthened brand authority.

From there, we created a joined-up approach built around improving functionality, discoverability and customer confidence. 

A major part of this was designing and developing a completely new website that made it easier for customers to find the right products. This included adding a registration checker to help users quickly identify the correct oils and lubricants for their vehicle, dramatically simplifying the buying journey.

Alongside the new website, we focused on strengthening their organic visibility through targeted SEO improvements. By refining product pages we ensured their key products were optimised for the searches that matter most.

At the same time, we built a structured, strategic social media presence that presented Smith & Allan as the expert voice their customers rely on. Their social content shifted towards educational insights, seasonal guidance and product information, helping build trust and consistency across their platforms.

Result

The transformation was clear. Smith & Allan now has a digital presence that reflects the strength of their brand. 

Their website is easier to use, more informative, and designed around the real needs of their customers. Their search visibility improved through clearer structure and optimised content, helping more people find the right products at the right time. 

Their social platforms shifted from occasional updates to a consistent stream of value-driven content that tells their story with confidence.

Most importantly, Smith & Allan now has a digital presence that works as hard as they do strengthening brand recognition, building trust with new audiences and supporting future growth.

By combining an updated website, a smarter SEO strategy and a purposeful social plan, we didn’t just update their digital channels. 

We’ve helped them build momentum!