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Urethane Innovators Home Page – Before


The old Urethane Innovators website was slow loading, poorly designed, and not at all optimized for search. It also didn’t tell the company’s unique story, show how UI solved some pretty tough challenges, or capture the company’s quirky personality.

Most alarming, the site had been banned from Google due to being infected with malware.

Completely redesign the entire website, including strategy, messaging, photography, design, copy and SEO, in order to better tell UI’s story and generate inquiries. Work also included moving the website to a new web host and working with Google to reinstate the website.

Project Team

  • Urethane Innovators team — Feedback and wonderful sense of humor
  • Huff Industrial Marketing — Project and messaging strategy, art direction, project management, copy, and custom WordPress design and development
  • Al Ferreira, Al Ferreira Photography — Onsite and in-studio photography

Urethane Innovators

Urethane Innovators Home Page – After


Two days of onsite photography

Huff recommended UI hire Al Ferreira to take all new photos of the UI facility. The old website photos had been shot by an amateur with an iPhone and were pretty much hideous. Because UI is located in New Bern, NC, Dianna Huff combined the factory tour and the photoshoot, and spent two full days onsite getting to know the UI team and learning about the company’s processes, as well as working with Al to art direct the photos.

Tell UI’s unique story

During the photoshoot, Kurt Moberly, General Manager at the time, and Dianna talked — a lot. One aspect of UI’s story that came through loud and clear was their ability to tackle really tough application challenges.

Dianna spent time with the Lee Hofmann, Sales Manager, who described many of the company’s projects while selecting the products needed for the in-studio photoshoot.

As a result of these conversations, and others, we created a “Challenges Solved” page where prospects can view over 25 different types of projects along with “Challenge / Solution” copy. When the UI team first saw the stunning product photos (taken in studio by Al), then the new page once Rachel Cunliffe, our designer, created it, they were thrilled!

We also created an entire section about the company’s old-fashioned values in order to tell UI’s story and their commitment to customer service and their employees.

WordPress design and development

Rachel worked her design magic. Because family and people are so important to UI and their values, Rachel made sure that every page of the website included photos of UI’s craftsmen.

The website includes a custom RFQ form with conditional functionality. For example, if a prospective buyer doesn’t know the durometer needed for an application and clicks “no” in response to the question, a new set of questions appears. Customers can also check radio buttons by product type e.g. rollers, wheels, etc. and get questions specific to those products.

As part of the redesign, Stephen Merriman moved the website to a new host as the old host company was a bit sketchy. He also deleted all the old website files because of the malware issue. These two actions were crucial in helping to get the site reinstated in Google — which Dianna took care of once the site was live.


Kurt Moberly, GM, Urethane Innovators


“The challenge we presented to Dianna and her team was daunting. We’re a company with a very distinct personality, which is a very important part of our corporate identity. We’ve also been in business for over 40 years, and have a great amount of experience in the things we do.

“Our past marketing efforts were either too wordy or lacking in finesse. We asked Dianna and her team to capture our personality while displaying our capabilities in a way that was positive and comfortable. With their experience and hard work, and a meager amount of help from us, we ended up with a completely new website — one that shows us as we see ourselves.

“Once the website was complete, we retained Dianna and Rachel to help us with ongoing marketing: an e-newsletter, sales sheets, etc. Because we were starting from scratch with Google, Dianna recommended we try AdWords.

“It’s been two years now, and the results speak for themselves. When we started working with Dianna and her team, we were getting few inquiries. Over the two year period, we’ve increased our inquiry rate by over 600% — with many of those inquiries becoming sales. The people calling us are from top-notch companies, people who wouldn’t have otherwise heard of us, called us, or found us in Google.

“We couldn’t be happier with the experience of working with the Huff Industrial Marketing team, along with how our website turned out — brought in on budget and on time, by the way.”

— Kurt Moberly, General Manager, Urethane Innovators