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Metcraft design and manufacture heritage street lighting. Styling, based on Victorian and other period designs, is developed to harmonise with historically-sensitive areas such as the City of Westminster. Numerous city and town-centre projects have benefited from the company’s combination of traditional appearance and the latest electronic controls, LED lighting and central management systems. Restoration and refurbishment are also an important part of the Metcraft range of services. HTP were briefed to produce a website that would get across a very clear proposition – designs inspired by the past but incorporating the most up-to-the-minute energy-saving technologies.


We developed a clean, modern site that combines traditional lighting design with information on the latest electronic controls. For visitors who are interested in more than an overview, there are download files detailing all products, their sizes and technical capabilities. Striking images immediately convey the company’s ability to handle heritage design.


In an extremely niche market, the Metcraft site attracts some 8,000 people a year, 75% of whom are first-time visitors. This level of traffic is generated by organic SEO – the company currently has three page 1, position 1 rankings for key search terms plus one other page 1 listing.