Appli-Tec’s dated website wasn’t helping the company get inquiries nor was the site doing well in organic search results. The site, which had been created using Drupal (a CMS), required an outside company to do updates. It also wasn’t mobile-friendly.
As part of his company’s website redesign, CEO Tim Walsh wanted customers to download SDS (Safety Data Sheets) on demand. And, because the hundreds of SDS on file were frequently updated, he wanted his team to make the updates to the website database – versus having to send these requests to the website design firm.
Completely redo the entire website, including strategy, design, copy, and photos, in order to better tell Appli-Tec’s story. In addition, move the site from Drupal to WordPress to make it easy for the Appli-Tec team to make changes when needed.
- Tim Walsh, President of Appli-Tec — Messaging, feedback, and photos
- Dianna Huff, Huff Industrial Marketing — Messaging and marketing strategy, project management, and copy
- Rachel Cunliffe and Stephen Merriman, Cre8d Design — Custom WordPress design and development
- Clark Linehan, Linehan Photography — Onsite photography
- Al Ferreira, Al Ferreira Photography — Product photography
Based in Salem, NH, Appli-Tec specializes in the manufacture of pre-mixed and frozen adhesives. To fully tell the company story, work began with Dianna touring the facility. It was during the tour that she learned of Appli-Tec’s exacting attention to detail and the steps it takes in its process.
Tell the company story through copy and images
Because the Appli-Tec facility is immaculate, she recommended that Tim have all new photography taken in order to show Appli-Tec’s facility and attention to detail. (Especially important because prospective customers will often tour the facility before deciding to work with Appl-Tec.)
In addition to repurposing content from the old website, Dianna created new content, such as Application Notes, in order to show some of the adhesive challenges Appli-Tec had solved for engineers, FAQs, and a Why Work With Us section.
This section included a new GHS Labeling page, which outlines Appli-Tec’s compliance with OSHA’s revised Hazard Communication Standard for chemicals, and a “Why We’re Different” page. All copy was fully optimized for search.
WordPress design and development
Appli-Tec’s attention to detail and exacting standards came to life through the magic and creativity of Rachel Cunliffe and Stephen Merriman of Cre8d Design. Using the new photographs, and a fresh layout, Rachel was able to visually illustrate Appli-Tec’s message.
New photography included people at work, as well as the testing instruments and other tools that backup Appli-Tec’s “zero defect” and “on time, every time” messages.
Rachel and Stephen worked with Tim to create the SDS page with backend database and the searchable database. The new SDS page includes a very short form (one field!) where customers type in their adhesive part number. Immediately, a new browser tab opens with the easy to download and print SDS.
“We were spending at least three to four hours a week fielding calls and emails from customers who needed SDS — immediately. We would drop everything to take care of these requests. Our front office staff was becoming a little overwhelmed.
“Thanks to Stephen at Cre8d Design, customers now enter their adhesive product number into a short form field on the website. The form is connected to a backend database – so customers instantly receive a downloadable PDF via their browser.
“Customers tell us they love this feature as it saves them so much time. It’s also very easy for us to update the database within WordPress ourselves, which we do regularly – so it saves us time and money as well.
“The new website has helped us to grow our sales over time. We regularly receive inquiries through email and our RFQ form, many of which come from online searches, which Dianna tracks for us each month. Using data she provides from Google Analytics, we’re able to tie these email and phone inquiries back to our in-house opportunities list.
“Since redoing the website in 2015, we’ve hired Dianna and Rachel to help with our other marketing programs, such as creating materials for a tradeshow, updating our brochure, and producing a quarterly e-newsletter. We’ve also hired Dianna to implement and manage our AdWords program — which is also sending us leads through phone calls and form submissions.
“Dianna and Rachel have been incredibly responsive to our requests. They listen to what we want to achieve and then suggest practical solutions. I highly recommend them for your website and ongoing marketing needs.”