About NDT Products Limited
Based in Ontario and serving all of Canada, NDT Products Limited is a full-service supplier of a wide range of non-destructive testing (NDT) products, including capital equipment and consumables. Its customers are inspection companies, research facilities, and a wide range of industries, including aerospace, oil and gas, manufacturing, construction, and automotive. The family-owned company also provides service and support.
Situation: A Neglected Website Needed A New Look and Major Updates to Its Large Product Catalog
NDT Products sells through distributors, primarily to a highly technical audience of technicians and managers who use the equipment for non-destructive testing of finished products. Both distributors and end users need up-to-date, reliable product information, but they could no longer count on NDT’s website catalog to provide it. Another major issue was that the company’s website looked very dated, causing some negative perception in the marketplace.
Working with Windmill Strategy, the client decided to upgrade their website with best practices to organize content and improve visual design, with a focus on e-commerce functionality. By doing this, they expect to increase engagement, conversions, and leads generated from the website and improve brand perception in the marketplace, as well as to use the website as a better sales and marketing tool to help achieve revenue goals.
Solution: A Complete Redesign with Extensive Product Catalog Updates and Improved Product Search Functionality
Windmill’s strategy for the new website involved a bold redesign for modern visual appeal and implementation of development best practices. The product catalog was the focus of these efforts, utilizing e-commerce functionality to organize product content. For now, transactions are limited to quote requests, but full e-commerce can be switched on in the future.
A challenge for the product catalog within the new website was that most of the product data to be added could not be directly imported, because it did not yet exist in a database. Instead, much of the information had to be pulled from the manufacturers’ static PDF sell sheets. Windmill and NDT worked together to enter the product data manually into a catalog structure built to house the information in an easily understood way. The new catalog is now editable and can scale up as products are added in the future. The tools used included:
- WooCommerce, an e-commerce solution for WordPress to better manage simple and variable products
- A combination of off-the-shelf plugins and WooCommerce template overrides to extend the single product view and add image galleries, custom informational tabs, and product variation tables.
- A customized product search/filter tool to improve the user experience
The entire NDT Products website was redesigned and updated for best practices, including the ability for the marketing team to easily publish new content on a regular basis.
Results: A Bold New Website that Reclaims NDT’s Market Leadership
The new NDT Products Limited website meets the client’s goal of re-staking their claim against the competition in the Canadian non-destructive testing marketplace. The website is well-positioned to attract more engagement, conversions, and leads and to attract new customers as well as to serve NDT’s many returning customers. It now serves as a foundation for providing more consistent, high-quality content to existing and prospective customers, as the client strives to meet ambitious business goals.
Are you looking for a digital marketing partner that understands the complexities of your industry? Let’s talk today
Windmill Strategy is a web design company & digital marketing agency helping B2B OEM manufacturing companies achieve increased visibility, higher quality leads, and greater marketing ROI through smarter web design. Our website design and B2B digital marketing approach goes beyond “more traffic,” seeking out better traffic, by gaining the attention of the specific niche groups of buyers and influencers that represent your best customers. We help our clients communicate and sell their complex products and services to multiple audiences – be it through web design or digital marketing and SEO. Working collaboratively with your in-house marketing and sales team, we design websites that drive leads and sales that result in overall business growth. Schedule a call to learn more.