Salem, NH-based specialty adhesives manufacturer, Appli-Tec, Inc., provides engineers with technical data sheets (TDS) for its adhesive products. Previous to the TDS redesign, the Appli-Tec team would create the TDS in MS Word and then save each document as a PDF, which was then uploaded to the website.
Problem: The PDFs couldn’t be optimized for search, and it was next to impossible to track website inquiries for them. They also looked funny in Google’s search results.
Solution: Make each TDS an html web page, and include the option for PDF download — without having to create a separate document in Word or Adobe.
Result: The sales and marketing team can now see which TDS pages prospects viewed and the PDFs downloaded before initiating contact. Prospects can also easily contact Appli-Tec — directly from the web page or the PDF.
Other benefits of the TDS redesign include:
- Increased Organic traffic by 49% YoY to the TDS pages as they’re now found in searches
- Reduced process inefficiencies for engineering and customer service
- Increased inquiries directly from the TDS pages, allowing sales to close the loop
“Back in the 1990s,” says Appli-Tec CEO Tim Walsh, “every company needed to be ISO certified if you wanted to quote specific types of projects. Being certified was a big differentiator. To differentiate your company today, and get a seat at the table, you need a professionally-developed website that gives people the info they need to decide to contact you.”
