Cablenet, a trusted name in the networking and cabling industry for four decades, came to Twilo Creative through a word-of-mouth recommendation. Presented with a dated website and a mixed online presence, we approached this project slowly with a view to unearth all challenges before setting a project roadmap. As results were delivered the trust grew, and Cablenet remain as one of our fondest clients thanks to the values we share. Having previously worked with a number of digital agencies with mixed results, the business owner was understandably reluctant to commit to anything long-term. This made landing the ongoing retainer agreement one of our proudest moments, and we still work closely with the business owner to this day – even after Cablenet was eventually acquired.
Before writing a single line of code, we carried out a full technical audit to pinpoint where Cablenet’s previous website was holding them back. Outdated design, poor search visibility, and an overcomplicated product structure were the main culprits. Our report laid out a clear roadmap to fix all three, forming the foundation for a brand-new website that not only looked great but worked harder for the business.
Cablenet’s new site was designed to make over 5,000 products easy to find, filter, and purchase. A simplified structure, modern navigation, and clean interface meant customers could complete purchases in fewer clicks, dramatically improving conversion rates. From the very first week after launch, customers reported smoother navigation and faster load times. These small changes made a big difference to sales and enquiries.
We wanted to give Cablenet more than a website; we built them a platform to scale. Every element was designed with performance in mind, from the clean front-end framework to the optimised checkout process that reduced abandoned baskets. The new website brought credibility to the brand’s digital presence, and our strong bond with the team behind Cablenet ensured we maximised the return on investment through the website.
Behind the scenes, we continued to work closely with Cablenet’s team to make sure the new platform integrated seamlessly with their existing fulfilment software. Orders now flow directly from the website to the warehouse, cutting down manual data entry and reducing fulfilment errors.This change immediately paid off in efficiency and accuracy.
For years, many of Cablenet’s loyal customers preferred to order by phone or email. The challenge was to shift this behaviour without disrupting relationships built over decades. By creating a streamlined user journey, intuitive checkout, and automated order confirmations, we made it easier for long-term customers to embrace online ordering.
We complemented this with email campaigns and targeted marketing, showing existing customers the speed and simplicity of using the website. Within weeks, Cablenet’s internal team were left to focus on business development instead of admin.
As Twilo became more integrated with Cablenet, we took on the responsibility of designing their company brochure, POS, and several large format exhibitions stands which helped Cablenet stand out at live events against a backdrop of competitors. Brand development extended to organic social media channels where we updated the appearance and messaging within each feed, ultimately cementing Cablenet as a leader in the networking and cabling industry.
Once the website was live, we turned our attention to driving traffic and sales. A blend of Google Ads, LinkedIn campaigns, and SEO delivered a consistent flow of high-quality B2B leads. Our PPC strategy focused on intent-driven search terms that captured professionals actively looking for networking and cabling solutions.
The campaigns quickly gained traction. Cablenet’s cost-per-lead dropped sharply, enquiries tripled, and their team started receiving calls from industry giants such as Disney and Rolls Royce — a testament to the reach and precision of the campaigns.
The combination of a robust website, integrated systems, and targeted digital marketing delivered exceptional results. Cablenet recorded its highest-ever revenue in four of the first six months after launch, proving we can overcome even the most challenging of KPIs.
Ongoing optimisation continued to push the brand forward, cementing its position as one of the most established and trusted providers in its sector. This project proves that even the most traditional businesses can thrive in the digital world with the right strategy, technology, and partnership, and that’s exactly what Twilo Creative delivered.
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