Who
Bourgault Australia
Where
Australia-wide
What
A global leader in seeding and tillage equipment, Bourgault Australia manufactures and distributes premium air seeders, drills and tillage equipment via its national dealer network.
Specifications
With its primary website controlled by its Canadian parent company, Bourgault Australia needed a standalone Australian landing page with page reporting to help funnel traffic directly to their two distribution centres.
The Challenge
As one of CoBright’s Managed Marketing clients (learn more), we saw the requirement for Bourgault Australia to expand their online capabilities for executing and tracking promotional campaigns. Their existing digital infrastructure wasn’t fine-tuned to manage the following actions:
- Track phone calls, enquiry forms, and contact button clicks
- Effectively promote seasonal products and sales
- Quickly build promotional pages
- Utilise high-value domains like ‘airscarts.com.au’
- Host a Dealer Finder function
- Incorporate Google Analytics for campaign monitoring
Without a platform to execute these functions, measuring campaign success and marketing ROI was challenging.
The Solution
CoBright pitched a solution – our team would develop a separate promotional landing page to address the challenges listed previously. This solution included:
- Designing a user-friendly interface with clickable phone numbers in the header for easy contact
- Re-platforming onto a new CMS within a modern structure
- Clarifying key services and industries served by Bourgault Australia
- Implementing a Dealer Finder with enhanced search functionality, trackable phone and web links, and a mobile-optimised user experience
- Setting up a new Google Analytics account to track the performance of each campaign
- Incorporating an enquiry form with a searchable dealer dropdown, allowing users to select their preferred dealer and Bourgault to direct the enquiry to the appropriate dealer.
This collection of features enabled the rapid creation of additional promotional pages as and when needed. Additionally, these pages could now be modified to leverage high SEO value domains to maximise online visibility for the business.
The Outcome
As a result of CoBright's efforts, Bourgault Australia now has a solid landing page that:
- Highlights Bourgault's knowledge, manpower, and experience in an easily modifiable template for future campaigns
- Facilitates tracking and measurement of promotional campaigns and empowers Bourgault Australia's marketing efforts
- Enhances user experience with features like clickable phone numbers and highly visible contact locations
- Streamlines customer service and sales development thanks to the dealer dropdown function
- Reflects the premium look appropriate for the industry leaders in seeding
This dedicated landing page is built to deliver measurable results and adapt to evolving campaign needs. While the main Bourgault site remains the central hub, this agile page can be easily updated to anchor seasonal promotions and support long-term marketing strategy.
The project underscores the power of smart digital infrastructure – when built for purpose, it can unlock new insights, reach broader audiences, and drive better business outcomes.
CoBright also acts as Bourgault Australia’s full-service marketing department. From strategy and campaigns to social media and day-to-day execution, we manage it all!
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