SNAPSHOT
The Problem: How do you convince the Ministry of Justice to entrust you with high-security prison windows… when your brand vibe feels like “Matt from down the pub who owns a welder”?
The Fix: A total strategic pivot from “Subcontractor” to “Turnkey Manufacturing Partner”.
The Result: A digital presence that screams “Enterprise Authority” louder than a prison siren.
ONCE UPON A TIME…
Meet MSM Fabrications Ltd.
Trading as Fabrication Expert.
(And yes, the name is on the nose. They are experts. Like, “Ministry of Justice clearance” experts.)
Based in Nelson, Lancashire, these guys aren’t your typical “bang a dent out of your fender” workshop.
They were established in 2002. They have ISO 9001. They have CHAS. They work in nuclear and medical sectors.
Basically? They build the stuff that keeps bad guys in prison and radiation inside reactors.
But they had a massive, glaring problem: Their identity was suffering from a split personality disorder.
On one hand, they had the chops to handle complex, highly regulated government contracts. On the other hand? They were still carrying the ghost of “Matt’s Sheet Metal”—a legacy vibe that felt a bit too… “local”.
They needed to attract Enterprise-level clients who speak the language of “Risk Mitigation” and “Turnkey Solutions”… but they were speaking the language of a local fabrication shop.
It was a classic case of “Ferrari Engine, Fiat Bodywork”.
HELP WAS AT HAND
We didn’t just “rewrite the website”. We performed a strategic intervention.
We looked at their model. We saw they offered everything—design consultation, prototyping, production, finishing, and site installation.
To a layperson? That’s “doing the job”.
To a B2B Copywriter? That is a “Turnkey” Value Proposition.
And in the B2B world, “Turnkey” is the magic word that opens wallets. So, here is how we fixed the messaging angle:
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The “Turnkey” Pivot:
We stopped talking about “metal fabrication” (the commodity) and started selling “End-to-End Manufacturing Solutions” (the value). We positioned them not just as a pair of hands, but as a strategic partner.
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The Authority Flex:
We took their accreditations—ISO, CHAS, MOJ clearance—and moved them from the footer to the forefront. We made it clear: We are cleared to work in prisons. Your project is safe with us.
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The Corporate Polish:
We ironed out the “local workshop” colloquialisms and injected a corporate, solution-focused tone. No more “Matt’s Sheet Metal” vibes. This is Fabrication Expert.
THE DAY WAS SAVED
The result was a website that actually matches the caliber of work they do.
The messaging shifted from “we can weld things” to “we solve complex manufacturing problems for regulated industries.” The “Turnkey” angle positioned them as a premium partner, not a commodity vendor.
And the dual-branding confusion? Gone. Replaced by a unified, corporate identity that sits comfortably in a boardroom presentation at a nuclear facility.
AND THEY LIVED HAPPILY EVER AFTER
Today, Fabrication Expert isn’t just a workshop in Nelson. They are the go-to partner for high-end, sensitive projects that require absolute precision and security clearance.
(And hey, we even did a similar case study for their sister company, USD—you can see it on the previous page.)
As for us? We’re still here, turning “boring” B2B businesses into authority powerhouses.
Because that’s what we do.
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