Our team conducted market research before proposing a plan to combine the individual divisions’ websites. Interviews with company stakeholders and sales representatives helped us gain a deeper understanding of how each division operated within the company. The goal was to retain the unique history and capabilities of each division while effectively showing the role it plays in The Specialty Mfg. Co.’s collective brand.

A new website navigation combined all products and services while mapping out a clear journey for site visitors. Individual categories and pages were created for each division on the new combined website, with SEO-friendly content written to showcase individual areas of the business while cross-selling related products and services. Additionally, product configuration and interchange tools were prominently displayed on various pages to provide more convenient access for customers.

To help develop more consistent branding, our design team created a style guide for the main product categories and designed new icons and logos for use across all marketing.

The Specialty Mfg. Co’s new website reinforces their hard-earned reputation as a top manufacturer of high-quality, USA made products. Customers can now enjoy a simplified and streamlined experience that provides easy access to all products and services in one place.

Messaging is aligned and consistent to further strengthen the company’s market positioning as a vertically integrated company with comprehensive services. The collective changes to the look and functionality of the website, along with creating consistent messaging, helped The Specialty Mfg. Co. increased website traffic and engagement while giving their sales team a single, highly effective tool to use when prospecting.