Website Redesign Focused on Solutions, Customer Needs
Challenge
John Crane is a leading international provider of engineered technology solutions — including seals, bearings and couplings — to a diverse set of industries including oil and gas, food and beverage, and water and waste water.
The website design needed to:
- Bring the new John Crane brand to life
- Deliver clearer messaging about the company’s differentiators and product information
- Provide intuitive entry points to key content based on customer needs
- Make product data more robust and easier to search
- Allow John Crane’s in-house resources to make content updates within the Sitecore content management system (CMS) without the need for programmers
Strategy
As part of our discovery process, we worked with John Crane to develop new messaging that repositioned the company as a forward-thinking solutions provider rather than a product/components provider.
Our discovery process combined data analysis with qualitative research to ensure the new site delivered an impactful and relevant message. Our content planning and strategy were designed to prioritize audience needs.
The new website redesign demonstrates the company’s vision and global scale while allowing visitors to quickly orient themselves and choose a navigation path. A flexible content management system allows for easy editing, maintenance and globalization.
Key features include dynamic tools, integration of contact forms into product pages, and a more prominent integration of messaging about training and other services. The website was built using Sitecore, a robust and flexible content management system that allows for easy editing and maintenance.
As part of the handoff, we created and delivered extensive content management system training for the client’s team to ensure efficient site maintenance.
Impact
Since the website design and launch, traffic to key content assets has steadily increased and conversion rates have consistently improved. Additionally, the client is able to readily handle most routine updates, saving time and money.
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