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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.

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 Ferreira 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.

Update: May 2020

Huff Industrial Marketing has been working with UI since 2015. During this time, we have helped the company with many projects including:

  • Consulting with regard to UI building a custom CRM with its long-time ERP vendor
  • Creating a five-year business plan
  • Updating website messaging as needed and adding new services, products, capabilities, and a Careers section
  • Content marketing, including a monthly newsletter
  • Ongoing Google Ads program management
  • Marketing collateral, including sales sheets and line cards

The company continues to generate leads from its website from companies large and small across the U.S.


Kurt Moberly, GM, Urethane Innovators


“During my tenure as GM of Urethane Innovators, I worked with the Huff Industrial Marketing team (Dianna, Rachel and Stephen) for four years. During that time, we put together an excellent website, newsletter, and Google Ads campaign, along with many assorted ad hoc projects. Dianna was also instrumental in helping us create a business plan where none existed — the result of which, UI hired its first VP of Sales & Business Development.

“Of all the things of which I was a part at UI, the marketing is the one of which I’m very proud. I continue to receive numerous positive comments on the website and newsletter from my contacts throughout the urethane industry. To me, these comments say a lot about the efforts of Huff Industrial Marketing. Their work is excellent. You won’t find a more hard working team of people or one as knowledgeable about manufacturing and marketing.”

— Kurt Moberly, Process Engineer, American Eagle Manufacturing