Redesigning an Outdated Industrial Website

Redesign Industrial Website for a Manufacturer


Formers International is a pioneer and a leading manufacturer of custom-designed forming collars, tubes, and form-fill-and-seal assemblies for various segments of the food packaging industry.

The company has a rich history and a proven track record of 48 years. However, their existing website was outdated, failed to reflect their industry expertise, did not effectively engage potential customers, and failed to generate online leads.

  • Improve the overall user experience and ease of navigation.

  • Enhance the visual appeal and modernize the design while making it mobile responsive.

  • Showcase the client's knowledge, expertise, product range, and capabilities.

  • Optimize the website for search engines to attract more organic traffic.

  • Increase lead generation and customer conversions.

  • Outdated design with poor User Experience

  • The content was not a true reflection of the company today and was very product-centric

  • The navigation and the content lacked a cohesive flow to guide visitors through the site with minimal clicks

  • Lacked robust lead-generating capabilities

  • Search engine visibility was nonexistent

  • The site was buggy and bloated

Strategy and Approach:

To address these challenges, my team and I implemented the following strategies:

  • Consulting and collaborating with key stakeholders at Formers International to understand their goals, expectations, and unique selling propositions.

  • Redefining the website's information architecture and navigation to improve user experience and make product information more accessible

  • Rewriting content that clearly differentiated the client from the competition, emphasized their value proposition and highlighted products and services that aligned better with the client's business goals

  • The new content was customer-centric, where we addressed the pain points of visitors and customers and not just product features

  • Incorporating a responsive design to ensure compatibility across devices and screen sizes

  • Implementing search engine optimization techniques to increase organic traffic and improve search engine rankings

  • Integrating lead generation forms and call-to-action buttons to facilitate customer conversions

  • Utilizing high-quality visuals, including images and videos, to showcase the products and manufacturing processes.

Results and Impact:
  • A visually appealing and user-friendly website that effectively promotes Formers International's products and services

  • Improved search engine rankings – 5 number 1 spots on the first page of Google search results for researched keywords

  • Increased organic traffic (as compared to the same period before the launch of the new site) – New Users, Users, and Sessions are up by 57.88%, 58.50% and 58.47%, respectively

  • Enhanced lead generation and customer conversions (in the first 3 months after launch) – 47 new Contact Us submissions, 36 new content downloads (Top-of-the-funnel leads), and 32 new RFQs

  • Page speed improved significantly

Compare Before and After

Old site before the redesign
Formers International Old Site
New site after the redesign
Industrial website design for a manufacturer
Page speed before the redesign
Page speed Formers old site
Page speed after the redesign
Page speed Formers new site

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Tiecas-Industrial Marketing & Consulting, Houston, TX

Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.

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