As recounted by Mr. Nicholas Hughes, Director of Hues Agency, the partnership with Liftway began in an era when online marketing was still in its nascent stages. Initially, the strategy involved leveraging simple SEO techniques prevalent at the time, such as keyword stuffing, to quickly achieve high search engine rankings. However, as search engines evolved and such practices became obsolete or penalized, it was evident that Liftway needed a more sustainable and sophisticated digital strategy.

Facing the constraints of a limited marketing budget—making expensive pay-per-click advertising unfeasible—Liftway and Hues Agency explored alternative avenues to enhance the company’s online visibility organically. Collaborating closely with Liftway’s general manager and a dedicated staff member knowledgeable about their products and services, Hues Agency formulated a plan to significantly expand the website’s content. This included detailed pages for each product, service, and supplier, transforming the website into a comprehensive resource for customers.

Over the years, through persistent efforts and multiple redesigns, the website grew exponentially, now boasting over 900 pages. The focus extended beyond merely providing information; it involved creating an engaging platform that could function as an effective sales tool. Recognizing the website’s potential to become as impactful as a physical storefront, Hues Agency worked with Liftway to integrate features that would facilitate customer interaction and lead generation, all while staying true to the company’s traditional business ethos.