Brief
A2M Safety supplies and maintains fall protection systems across the South West and now sits inside the Kee Safety Group.
After the acquisition, the team needed a site that matched the new group brand, reflected their solution-led approach, and gave sales a credible destination for local leads in construction and facilities management. Our remit covered the complete rebuild: UX, content, and a CMS structure that could carry future case studies and campaigns.
Challenge
The previous A2M site centred on legacy hero projects and a long list of services. It did little to support how customers actually buy fall protection: they arrive with a problem on a roof, not a product code. The new site had to do three things:
- Bring the fresh Kee Safety brand assets to life in a simple, confident layout.
- Pivot the story from one London landmark to a pipeline of local projects across the South West.
- Make it easy for time-poor contractors and building managers to self-identify by scenario and move towards a solution.
What We Did
We rebuilt the A2M site on our performance WordPress stack, using the new Kee Safety brand system as the foundation. Navigation and page layouts follow the way buyers think: access issues, inspection requirements, and compliance deadlines, rather than internal service names.
Page content was rewritten in the Kee Safety voice, based on our work across the Kee group and A2M’s own expertise.
Each core page leads with the problem it solves, then moves into systems, standards, and maintenance, which are the details that matter for QSs, site managers, and compliance teams.
We also designed a flexible case-study creator to showcase their projects, allowing A2M to build a credible project library over time without another rebuild.
Google Ads: focused lead generation in a technical niche
A2M needed enquiries from people already responsible for height safety: construction firms, maintenance contractors, and facilities teams. We built tightly themed search campaigns around those roles and their problems, filtering out generic safety traffic.
Lead quality sat at the centre of the strategy. Phone calls, emails, and form submissions all fed into a single view of enquiry sources via Google Tag Manager and call tracking, so we could see which search terms and messages drove marketing-qualified leads, not price shoppers or researchers. Based on that data, we refined spending towards the terms that converted into drawings, surveys, and site visits.
Search and SEO foundations
Most A2M work takes place across the South West, so the SEO plan focused on local intent for key services: fall protection systems, recertification, and maintenance. We structured the site so each priority service owns a clear, search-friendly page with supporting content and internal links.
On the technical side, we cleaned up site structure, speed, and mobile performance so the new build gives Google a clear, stable base to work with. That work, along with the content, offers A2M a platform for ongoing local SEO gains as they publish more case studies and resources.
Content and search structure
We created page copy that mirrors how A2M’s clients think about risk: roofs, walkways, access, and compliance dates. Each page blends search terms with the language contractors use on site, so the content reads cleanly while still sending strong signals to search engines.
For longer-form content, we set up a structure for guides, FAQs, and case studies that can grow over time. Each piece slots into a clear taxonomy, supports a service page, and helps A2M build authority for height safety and recertification in their region
Turn your safety website into a lead-ready asset
If you sell height safety, construction services, or complex technical systems, your website carries more weight than any brochure. We design WordPress builds on flexible performance tiers that give you clear messaging, and a structure ready for SEO and Google Ads.
Construction and safety brands need more than a pretty site
Height safety sits in a high-risk, low-tolerance world. The work is complex, the buyers are busy, and every failed enquiry costs more than a click. Our work with A2M Safety shows how a focused WordPress build, clear messaging, and search-ready structure give a specialist team a platform to win the work they actually want.
For construction, manufacturing, and safety-critical brands, we design and build on three tiers: From guided DIY through to fully bespoke builds.
