Assenta Rail
Building Visibility from the Ground Up
Client
About
Sector
Team Size
First 3 months compared to before
increase in clicks on linkedin
Fully redeveloped responsive website
increase in LinkedIn impressions
The Challenge
Assenta Rail had never invested in marketing and lacked visibility into how digital activity could support business growth within their niche sector. Although the company had a strong track record and ongoing client work, it struggled to present that value externally. The website was extremely outdated, making it difficult for new prospects to understand what the business offered or who it was for.
There were no brand guidelines in place, no documented service breakdown, and no consistent marketing output. As a result, Assenta had little to no online presence and no clear growth strategy. Without a defined content plan, brand positioning, or target customer profile, their ability to attract and convert new clients beyond existing relationships was limited.
Key Challenges
- No previous marketing resource or strategic direction
- Outdated website that did not reflect current capabilities or brand credibility
- No brand guidelines or consistent visual identity
- No digital presence and very limited online visibility
- Lack of documented services or target customer profiles
- No growth strategy for prospecting or expanding network
- Content misaligned with business goals and audience expectations
What we Did
Assenta Rail required a full-scale marketing overhaul, starting from the ground up. With no previous marketing structure in place, our approach focused on building a solid foundation before layering in visibility, content and capability. The first priority was to redesign the website and develop core marketing documentation that would define services, positioning and audience targeting. From there, the focus shifted to improving the company’s digital presence through visual content, case studies and internal upskilling, ensuring the team could confidently use channels like LinkedIn to support business development.
Strategy
We began by creating essential strategic documents that didn’t previously exist, including a complete service breakdown outlining what Assenta offers, who their customers are, and how to reach them. We also produced supporting materials such as ICP profiles and brand positioning guides to ensure alignment across all future marketing activity.
Social Media Management
A structured LinkedIn content strategy was developed based on defined content pillars that spoke directly to Assenta’s buyer persona. We balanced technical content, project updates, team insights and thought leadership to present a well-rounded and consistent voice in the market. This helped build credibility and increase awareness in a space where few competitors were active online.
Brand
We created formal brand guidelines and supporting documentation to ensure all future content and communication followed a unified visual and tonal approach. This included defining the tone of voice and overall messaging style that best resonated with Assenta’s ideal customers and reflected their experience-led, no-nonsense culture.
Photography
We conducted on-site visits to capture bespoke imagery of the team, operations and environment. This bank of professional photos was used across the website, social media, proposals and even magazine placements, helping Assenta stand out in a traditionally conservative and visually bland sector. Below are just some examples, we have a bank of over 100+ photos.
Social First Video
Video content was developed with two key objectives. First, to support the new website with clear visual storytelling about who Assenta is and what they do. Second, to enhance social media performance by producing authentic, engaging videos that performed well in-feed and helped boost reach to cold audiences.
See ExamplesDigital & Web
The website was a major project. Outdated and no longer fit for purpose, it was completely redesigned and rebuilt around the newly developed service breakdown. New photography was integrated to bring it to life, and content was structured to better reflect Assenta’s value and capabilities. We also began optimising the Google My Business profile as an additional trust point.
A system was also introduced to support case study production, helping the team consistently collect and publish evidence of past work. This added depth to the website and provided valuable material for future outreach and proposals.
The Result
Assenta Rail saw a dramatic uplift in engagement and visibility across its digital channels following the implementation of a structured marketing strategy. Prior to our collaboration, there was no clear direction or content plan in place. Within just the first three months, LinkedIn impressions increased by 2380%, reaching over 12,000, and clicks rose by 5307%.
Despite the surge in visibility, engagement remained consistently high, with an average engagement rate of 10%. An exceptionally strong figure in the B2B space. See all stats below collated from the first 3 months of collaboration.
The website redevelopment was another key success. While no tracking was in place prior to the redesign, the impact has been clear in day-to-day feedback and prospect engagement. With a more modern, functional and brand-aligned experience, the new site now reflects the credibility of the business, showcases real client work through case studies, and has helped make conversations with potential clients more impactful and conversion-ready.
Old Website:
New Website:
WHAT’S NEXT
As our collaboration continues, the focus will be on evolving the content strategy and further enhancing the website. A key next step is to ensure all services outlined in the core service breakdown are clearly represented online, helping potential clients better understand Assenta’s full offering.
Since our work began, there has been a noticeable increase in inbound interest, which has naturally slowed the pace of internal approvals and development. As the team adjusts to its growing client load, we anticipate resuming more proactive development, with opportunities to expand into additional marketing areas that have not yet been explored.
The foundation is in place, and when the time is right, we’re ready to help Assenta scale further. In the meantime, we continue to support behind the scenes, focusing on tasks that require minimal input from the team.
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