Overview

Quinquari Marine is Wales and England's approved dealer and supplier of Humber rigid inflatable boats (RIBs). As part of the company's shift in commercial focus towards bespoke RIB solutions for commercial and government applications, I was responsible for the design, development, and SEO optimisation of new webpages to support this new direction.

Previously, the website primarily promoted pre-owned and brand new rigid-hulled inflatable boats (RHIBs), alongside Yamaha outboard motors and passenger chartering services. The company wanted to place greater emphasis on its existing bespoke RIB offering, strengthening its appeal to commercial and government clients and attracting more enquiries from these sectors.

Requirements

To meet Quinquari Marine's requirements, I set about understanding the intended target audience, the services Quinquari Marine wanted to prioritise, and the professional image the updated website needed to communicate.

The new content needed to clearly distinguish the company from recreational boat retailers and instead present Quinquari Marine as a specialist provider capable of assembling RIBs around specific operational requirements.

Development

I created the new "applications" section with new webpages focused on Quinquari Marine’s bespoke RIB assembly services and the needs of its commercial and government-sector customers. The pages were structured to communicate the company’s capabilities clearly, explain the benefits of a bespoke approach, and guide prospective clients towards making an enquiry.

Alongside the page development, I carried out search engine optimisation across the new content. This included refining headings, page structure, metadata, keyword usage, internal linking, and written content to improve the website’s relevance for searches relating to bespoke, commercial, and government RIB solutions.

Outcome and Reflection

The completed work helped align Quinquari Marine’s website with its new business focus. Rather than promoting the sale of new and used RIBs, the new pages help to position the company as a provider of tailored Humber RIB assemblies for clients with specific commercial, professional, or operational requirements.

Since the changes, the website has seen significant growth in search visibility and traffic. Over the most recent three-month period, the site generated 865  search clicks, compared with 282 in the previous three months, while total search impressions increased from 16.4K to 36K. More recently, monthly website views reached 8.8K, an increase of 237%, with sessions rising 27.9% to 1K. Average engagement time also increased 48% to 1 minute 56 seconds.

This project strengthened my experience in translating stakeholder requirements into a practical website solution. It also demonstrated the importance of ensuring that content, page structure, user experience, and SEO all support the wider commercial objectives of a business.