Steelstruct, WA industrial steel construction.
Steelstruct is a Western Australian industrial steel construction firm, part of Fencejumper Holdings, doing heavy steel fabrication for defence and resources work. It competes for commercial, industrial and mining infrastructure projects, where suppliers are chosen by procurement teams assessing capability depth, safety record and project portfolio.
Steelstruct: capability marketing and a procurement-ready website.
The engagement ran 24 months across four lines, delivered by our Perth team.
Capability marketing covered fabrication capability content, project portfolio depth across commercial, industrial and mining infrastructure, safety and compliance content, and content written in the voice of the principal engineer and senior leaders.
LinkedIn ran a senior leader cadence: capability content amplification, project completion announcements, and principal engineer content aimed at procurement buyers.
Technical SEO covered Service schema for the fabrication services, Article schema for capability content, mobile-first access to technical content for site engineers, and Core Web Vitals work, so capability content surfaced in procurement research searches.
The website was rebuilt for procurement evaluation: capability-led navigation, project portfolio depth, safety and compliance documentation, a capability statement download pathway, and a fast-turnaround quote workflow.
Outcomes on this engagement are stated qualitatively.
Industrial steel construction, capability + procurement-ready web.
Steel construction capability content
Steel-construction capability marketing, fabrication capability content, project-portfolio depth (commercial, industrial, mining-infrastructure), safety + compliance content, principal-engineer + senior-leader voice content.
Procurement-buyer-targeted content
LinkedIn senior-leader voice cadence, capability-content amplification, project-completion announcements, principal-engineer thought leadership tuned for procurement-buyer audiences. Mining-infrastructure + commercial-construction procurement audiences are LinkedIn-active.
Capability-content discoverability
Technical SEO discipline, Service-schema for fabrication services, Article-schema for capability content, mobile-first technical-content access for site-engineer buyers, Core Web Vitals discipline. Capability-content discoverable in procurement-research search patterns.
Tier-buyer evaluation architecture
Procurement-ready website, capability-led navigation, project-portfolio depth, safety + compliance documentation, capability-statement download pathway, fast-turnaround quote workflow. The website procurement teams actually engage with during supplier evaluation.
Steel construction is a capability + procurement-research business.
WA industrial steel construction firms compete for commercial, industrial, and mining-infrastructure projects. Procurement teams evaluate suppliers on capability depth, safety record, project portfolio, and technical capability. The marketing job is to be the most-visible, most-credible steel fabricator across that procurement-research window.
That requires capability content discoverable in search, project-portfolio depth on the website, principal-engineer thought leadership active on LinkedIn, and a capability-statement download pathway integrated with the procurement-evaluation workflow.
Steelstruct ran the WA industrial-B2B integrated programme across 24 months, capability marketing, LinkedIn cadence, technical SEO and a procurement-ready website, all delivered by the Perth pod.
WA industrial programme delivered by the Perth pod
Service lines: capability, LinkedIn, SEO, procurement-ready web
Procurement-research visibility across the steel-fabrication window
Steelstruct, heavy steel fabrication for defence and resources.
What did 121 Group do for Steelstruct (Fencejumper Holdings)?
121 Group ran SEO and LinkedIn for Steelstruct (Fencejumper Holdings).
What industry is this mining and engineering case study in?
Steelstruct (Fencejumper Holdings) operates in mining and engineering. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach mining and engineering marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
WA steel construction or industrial B2B firm?
Thirty-minute call. We'll look at your capability-content posture, your LinkedIn cadence, your technical SEO state, and your procurement-ready web architecture. Coffee in Perth if you'd rather meet in person.