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How does a company with only four full-time employees create export growth on the sort of scale – some 400% in two years – that wins export awards? Penrith-based Primasonics International was recently honoured with a Passport to Export Regional Award from UK Trade and Investment and MD, Donald Cameron, attributes at least some of the success to an effective web presence. Primasonics has worked with Dark Sea Web Design, a Brampton-based company that began producing commercial websites in 1997. “We are meticulous in crafting a site to ensure its marketability to the most important and appropriate search engines,” says Shelagh Caudle of Dark Sea. “Effective use of the internet for business is not about gimmicks, it is all about people being able to find you, understand what you offer and then make contact as easily as possible. In the case of Primasonics, this meant creating a website that contained technical information for industrial engineers, yet at the same time was not overpowering, was easy to navigate and, very importantly, could be readily marketed to achieve top rankings on the major search engines. We focused on the customers looking for solutions to problems rather than looking for Primasonics’ products.” Alex Bergus, Primasonics’ Director of Technology, explains the company’s products: “We design and sell what are known as acoustic cleaners. Years ago someone might have hit a tank with a hammer to loosen dried waste material but companies have had to find better methods and we specialise in what is called non-invasive sonic cleaning. We create a customised sound wave generator and then use sound to loosen waste and prevent it building up in future.” Shelagh continues: “We realised that acoustic cleaners are not exactly everyday items searched for on the internet, so terminology would be a key to Primasonics’ online success. We did some linguistic research and were able to guide Donald and his staff on how they should present their content.” “Dark Sea have done a great job for us,” concludes Donald Cameron, “and their creativity has helped us to grow our business well beyond what anyone would have thought possible just two years ago.” www.primasonics.com and www.darkseaweb.com |
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