Client
Planet Platforms designs, builds, and maintains aircraft docking and access systems for civil and defence fleets, as well as platforms for rail and specialist vehicles. For four decades they have engineered bespoke solutions in aluminium and fibreglass for operators who work under strict safety regulation.
After Kee Safety Group acquired Planet Platforms, the group needed the site and lead engine to sit alongside existing Kee brands while giving Planet a clear position in the aircraft and industrial access space.
Problem
When Planet came to us, they had a recently redesigned site that still underperformed where it mattered: routes to enquiry were long, navigation hid key platform types, and content did little to differentiate aircraft access work from other sectors.
Leadership wanted three outcomes:
- A navigation model aligned with other Kee brands, so group buyers could move between sites without friction.
- A faster path from landing to enquiry for priority platform ranges.
- A visual layer that used new photography and CAD assets to showcase engineering depth, without diluting the Kee brand system.
What We Did
We rebuilt Planet’s site on our Bricks WordPress tier, starting with architecture. Every core revenue route: aircraft, vehicles, rail, and custom platforms sits no more than two clicks from entry. The primary navigation mirrors Kee’s wider pattern while giving Planet dedicated space for its specialist ranges.
Product and solution pages carry persistent routes to enquiry: phone, form, and contact handoff for Kee group sales teams. The navigation supports engineers and buyers who want to browse by application, material, or sector, with structured URLs and internal linking ready for SEO and PPC landing needs.
Visually, the new design leans into Planet’s own imagery and CAD work. We integrated photography and technical drawings through component-based layouts that showcase platforms in context without sacrificing performance or accessibility. Brand elements from the Kee portfolio carry through in typography and interaction, so Planet feels part of the group while holding a clear engineering-led identity.
I have the pleasure of working with Ben at Made by Factory to develop our PPC strategy and campaigns for our company specialising in safety equipment. From the initial consultation to the execution of the campaigns, Ben was exceptional.
He took the time to understand our business, our target audience, and our goals. His expertise in PPC allowed them to create a custom strategy that not only delivered results but also aligned with our brand values and messaging.
Thanks to Made by Factory, we saw a significant increase in traffic to our website and an increase in leads generated from our PPC efforts.
Thank you, Ben and team!
Google Ads for high-intent aircraft access
In parallel with the rebuild, we designed a Google Ads programme focused on high-intent aircraft access and maintenance searches. Campaigns centre on search, using tightly themed ad groups around platform type, application, and sector.
We track conversions only: phone calls from mobile, click-to-call actions, enquiry forms, and direct email. Bids and budgets are optimised around these signals, with location filters tuned to Planet’s active markets and supply capabilities.
Account structure keeps waste low in a niche market. Exact and phrase match sets carry priority terms such as aircraft docking systems, MRO access platforms, and bespoke aircraft maintenance stands, while broader discovery variants feed remarketing lists and audience insights.
With Tag Manager and call tracking in place, we review performance weekly at keyword, ad group, and landing level. The result:
- 230% uplift in ad clicks
- 170% increase in phone click-throughs
- 15% increase in new visitors from paid search within the first twelve months of the programme.
SEO for long-cycle industrial buyers
Planet sells into long purchasing cycles where engineers, buyers, and safety leads research platform options before they speak to a supplier. We matched SEO to this journey.
We mapped priority terms for aircraft access, MRO platforms, and working-at-height solutions, then structured site content so each range owns its cluster: one pillar page per platform group supported by application, sector, and resource content.
Internal links and breadcrumb paths keep authority flowing to these core revenue pages.
Technical work focused on performance, crawl clarity, and core Web Vitals on a Bricks stack built for speed. We removed legacy redirects and thin content from the previous build, improved metadata, and matched on-page language with the terms that users search for in real time.
Over the next year, Planet’s tracked terms in target regions moved into top-three positions, and organic traffic grew 17% year-on-year. That growth feeds both direct enquiries and assisted conversions for the Google Ads programme.
Content strategy works in line with this. We work with Planet to optimise their search-led articles and guides around topics Planet’s buyers care about: safe turnaround on aircraft maintenance, working-at-height compliance on live sites, and material choices for corrosive or high-risk environments.
Every piece has a job: support a platform range or answer a compliance or safety question. Content sits inside the same cluster model as the core pages, with structured data to improve how search engines surface and display it.
This keeps Planet visible at early research stages, then directs readers back into product and enquiry paths that connect to sales.
Turn your specialist platforms into revenue generating website
If you lead marketing or sales for a specialist manufacturer and want your next site or acquisition to perform at this level, we will plan the architecture, build the stack, and run the channels. Tell us about your platform ranges and markets, and we will show you what this looks like for your pipeline.
