A fresh website to reflect an engineering legacy of over 40 years
A leading supplier of custom mechanical seals reached out to us to create a website that better reflected their 40+ year engineering legacy. Having worked previously with their sister company, this manufacturer wanted a website that would appeal more to their target audience.
They develop engineered seals for sectors worldwide, from design to delivery, across their facilities in Sweden, China and the USA.
The opportunity
The manufacturer’s original online presence spanned three websites in different regions: Europe, China and the USA. While the business model was the same, their messaging was inconsistent, and their industry presence fell short.
With a dated website design and unclear brand direction, we were tasked with elevating our client’s online experience so leads could grow with their legacy. To achieve this, we designed the website from the ground up to ensure their presence left a mark.
What we did
Our client’s objective was to make a bigger name for themselves. So, we first got to know the brand, what they stood for and how they differed from the competition. Using our 20 Reasons Exercise™, we finalised their value proposition and started working on this positioning in their website design and copywriting.
Website design
The first point of call was building out the manufacturer’s brand. With only a logo and colour palette to work from, we looked at new ways the brand could come together.
We introduced yellow into their main colour palette, creating high contrast with their brand’s darker shades of blue. This drew more attention to their call-to-actions (CTAs) and other sections of the website we wanted users to interact with. We then translated the client’s logo into a graphic device that could be a core brand asset for future marketing.
The logo was repeated in the foreground and background of several components to ensure their identity was consistent across every page. With SEO in mind, we ensured navigation was simple, using a clear-cut design that took users where they wanted to go.
The manufacturer’s engineering audience wants ease, not grandeur. That’s why we honed in on subtle design elements to get their attention. Built on WordPress, we also made it simple for their team to take control of their website with an easy-to-use backend.
Copywriting
After extensive competitor and keyword research, we moved on to the writing phase. Our copywriter sat with team members in Sweden, China, the UK and the USA to help refine what our client wanted to communicate.
Compared to competitors, our client offers manufacturers exclusive ownership of their mechanical seals. They wanted to be seen as a partner – someone OEMs have relied on for over 40 years. We translated this into the website copy using SEO-optimised content that helped showcase who they are.
As a technical brand, getting their tone of voice (ToV) right was key. Our client is an engineering expert, but their messaging had to resonate with every audience, even those with less sealing technology experience. So, we built a ToV to establish trust and position them as category leaders across every international market.
Our client’s new website had to represent the expertise shared across all their locations. The industry page copy was key to this, along with consistent messaging around their aftermarket offering on every page.
The results
Our client’s new website, messaging and refreshed brand reflect their position as a leading player in the engineering industry. From relying on a dated presence to injecting a contemporary corporate style, we ensured they gained the recognition their legacy deserved.
Since launch, the manufacturer’s website health has increased from 86% to 98%, which is a testament to the quality work our team put into this build. Along with an optimised design, the user journey has been simplified, making it easier for prospects to contact sales.
Like what you see?
Whether you have a full brief or just an idea, we’ll bring your dream website to life. Our project team includes skilled designers, developers, copywriters and project managers passionate about creating websites worth visiting.
Find out how we can help you with a zero-pressure call or in-person chat.
