MGA Controls

About The Client

MGA Controls is a leading control and instrumentation company that has been delivering high-quality products and services to the industry since 1986. MGA’s philosophy is to work in partnership with customers to deliver the right solutions to meet their business needs. In doing this, they have built up an extensive supply-base, unrivalled technical expertise and a selection of valuable services to complement their extensive product portfolio from the likes of Bürkert, Norgren and ABO valve.

“KW Digital were able to build us an eCommerce website that has taken our sales capabilities to an online audience for the first time.”

Jon Birch - Sales Manager

Project Brief

MGA Controls enlisted the services of KW Digital to develop a brand new hybrid website that would balance an e-commerce platform with an informational element to promote high-end consultative product packages. MGA also wanted to bolster the performance of their new site with intelligent PPC campaign management to enable them to compete with bigger, more established players in the Google Ads and Google Shopping arenas.

At a glance...



When developing MGA Controls’ website, we built their hybrid website – comprising a WooCommerce e-commerce platform and WordPress frontend – from scratch. Building the e-commerce backend involved defining attribute valves, building import templates and mapping data. As part of the process, we created an extensive number of products, writing appropriate product descriptions, and then optimised these descriptions to ensure that they performed optimally in Google text ads and Google shopping ads.

As a result of KW Digital’ efforts, MGA Controls now have a high performance website that enables them to import 1,000s of products and therefore enjoy scalable growth. Thanks to the dual nature of the web build, as well as the capacity to sell products online directly to their customer base, MGA still have the capacity to market their high value, consultative packages at the same time.

Our PPC expertise also enabled MGA to compete in Google Shopping bid auctions – catapulting them from a non-player to dominating the Google Shopping market space, over established competitors like RS Components and Thorite Group.


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    Increased Traffic

    Since KW Digital completed the web build, MGA Controls has enjoyed 100% growth in traffic month on month.

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    Market Share

    We have elevated MGA Controls from a non-player in the Google Shopping arena to dominating the field over much bigger, more established competitors.

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    Sales Conversions

    MGA Controls’ new website has seen them record 30% more enquiries and sales conversions month on month.

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    KW Digital managed the full set-up and continued management of PPC campaigns for MGA Controls, including adjusting bids; matching keywords; adding negative keywords; managing against quality scores; and optimising landing pages.

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    Our technical copywriters have an intimate knowledge of MGA Controls’ range of products. This makes us ideally placed to create on-brand, optimised content for their website, which dovetails and supports their ongoing marketing campaigns.

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    As part of our ongoing services, KW Digital oversees strategic social media campaigns for MGA Controls. Our expert copywriters craft engaging and shareable messaging that both boost brand awareness and help to generate traffic to the website.

In depth look

At KW Digital, every website build is different. We pride ourselves in taking the time to understand exactly what the customer needs, the challenges they face and the functionality and design that will make them stand out from the competition.

With MGA Controls, the main challenge was the dual nature of their site. Many of their products were commoditised and were ideally suited to selling online in high volumes. Other products were hugely technical and needed to be supplemented with reams of technical information, datasheets and FAQ’s. This meant that typical e-commerce platforms, such as Magento or Shopify were not suitable, as we needed more control over the website content and the checkout functionality. We finally decided on Woo Commerce as a platform as it provided the dual functionality that this hybrid site required. Hover over the hot spots below to read about the unique features of the MGA Controls website.