Noah Krimm, CEO, had recently purchased the Hindon company, a value-added distributor of OEM products. The website was dated and very difficult to update. Magento was no longer a good fit, especially since Hindon didn’t offer e-commerce.
At first, Noah wanted to simply move the existing website from Magento to WordPress, but after talking with Huff Industrial Marketing (and other agencies), he decided a complete redesign was needed.
- Reposition messaging to reflect Hindon’s value proposition; convey E-A-T (expertise, authority, trust)
- Improve lead generation; specifically: ensure messaging, navigation and CTAs removed top of funnel constraints
- Ensure products were easier to find, information reorganized, and navigation streamlined
- Create a solid foundation for future ongoing marketing, include a blog and PPC
- Ensure the website was easy to update by the Hindon team
- Hindon team members — Feedback, direction, strategy
- Huff Industrial Marketing — Project management, copy revision, content organization, and custom WordPress design and development, including powerful product filter
Rachel Cunliffe, Creative Director, and Stephen Merriman, Lead Developer, spent considerable time with Noah and the Hindon team to understand the product offerings, the company’s objectives, and how its customers / prospects search for products or solutions to their industrial challenges.
The main challenge with migrating from Magento centered around creating the product filter for the new website. Product information had to be exported, reviewed, reorganized, cleaned, imported into WordPress, and then everything had to be tested. Hindon’s product database included thousands of product specs.
Data migration of thousands of product specs
Migrating data from one system to another isn’t difficult per se. The problem is when product information has sat for years in a repository; old information isn’t deleted, new products are added but classification and/or categorization rules become haphazard over time, etc. In general, things become quite messy.
Thus, the process of moving data from one system to another is very similar to moving your house: you have to clean out a lot of stuff! And, the way data was organized in the past may not suit current needs.
Before importing the product data into WordPress, Stephen worked one-on-one with the Hindon team to remove old products, revise classification rules, and update missing information, including product images.
Build the product filter
The Huff team knew that Hindon required a powerful filter due to the thousands of products in its database.
To create the filter, Rachel Cunliffe first looked at the problem from a taxonomy or classification perspective. According to Rachel, manufacturing product filters differ from those used on consumer websites due to the use of product specifications.
“When you search for a pair of shoes,” says Rachel, “you search by color, shoe type, size, etc. For industrial products, people search by specification. In Hindon’s case, some of the specifications included brake disc diameter, min / max torque, etc. These are all number-based — which means filtering is based on ranges of numbers.”
Ranges of numbers are interesting because they can mean different things to different people. If someone is looking for a product to fit into a space, the person may search using different criteria versus someone searching for a product with maximum torque value.
The product filter has to be powerful enough to help searchers find what they need but smart enough to not overwhelm the user with too many product results. Creating a filter like this requires a great deal of fine-tuning.
Messaging and copy revisions
The Huff team also worked with the Hindon team to update copy across the website, including Home page, Product pages, and a completely revised Industries section and About page. We also provided consultation regarding the lead form.
In addition to product filters, the website navigation also plays a key role in helping guide users to the correct category of product where they can then narrow their search using the filter.
The Hindon website went live in February 2020. The new website is clean, easy to use, and mobile-friendly. All URLs were properly redirected so that Hindon didn’t lose its considerable search rankings for specific products.