IBM&R

IBM&R was created to take Tank Clad’s established industrial expertise to a different buyer. The brief: give the new business a clear identity online, without losing the credibility of the operation behind it

Client

IBM&R

Industrial Building Maintenance & Repair Ltd

Services

Design · Build · Host

A standalone site, built on a shared platform

Tank Clad Ltd has spent over twenty years lining and cladding tanks and buildings for industrial and agricultural clients: bund lining, secondary containment, concrete repairs, industrial roofing, and specialist work around anaerobic digestion and wastewater plant.

The trades, access equipment and experience of working on live commercial premises also cover industrial building maintenance and repair. IBM&R was set up to do exactly that. Expanding into it was a natural step, not a leap into unfamiliar work.

The obvious place for the new business online was the wrong one. Tanking and cladding and building maintenance are different pitches to different client bases — often different people in different departments, with different budgets.

A facilities manager sourcing building maintenance who lands on a website called Tank Clad has to stop and work out whether they are in the right place. Most will go back to the results and pick a company whose website says plainly what it does. Every enquiry lost that way is lost silently.

Its own name, its own domain, its own pitch. But not a business that looked as though it had appeared from nowhere.

IBM&R launched with its own name, its own domain, and a homepage that says what the business does in the first line. Someone sourcing industrial building maintenance now finds a company that calls itself exactly that, instead of having to work out whether a tanking specialist also covers their building.

Because the design carried over from Tank Clad, the site reads as part of an established operation. That is accurate rather than flattering: the trades, the access equipment, and twenty years of working on live industrial premises were all in place on day one. A new company usually has to earn that impression over a year or two. This one had it from the first visit.

For the group, two sites mean two pitches that do not blunt each other. Tank Clad’s site still does one job for one buyer, properly, and the new business is not competing for room on it. Both sit on the same platform and are maintained by the same person, with no second system to learn.