PFS and Turbines Industrial Website Design

Increasing Visibility, Brand Differentiation and Quality Sales Leads with Two Industrial Websites

Industry leader Primary Flow Signal (PFS) and its sister company, Turbines Inc., needed new websites that engaged several distinctive audiences (or personas) — each with unique information needs. The companies wanted to appeal to a broader range of decision-makers like C-level executives, business owners, engineers and purchasing managers.

At the same time, the reimagined websites would provide valuable service and product information, enable online purchases of some products and share white papers and other resources. But more than anything, the company leaders needed the new websites to elevate their brands and sell products through strong CTAs. The offerings of the two sister companies are similar, yet buying paths are different, so we explored ways to share assets and structure, to decrease cost and increase ROI on the project.

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Services Utilized

  • Web Development & Design
  • Digital Marketing
  • UX Consulting
  • Marketing Automation, CRM & Sales Enablement


  • WordPress
  • E-Commerce
  • HubSpot
  • Blog/News
  • Case Studies


  • Increase in lead quality
  • Increase in qualified site traffic

About Primary Flow Signal

For over 30 years Primary Flow Signal has been producing leading flow meters and associated electronics for thousands of customers. With headquarters in Rhode Island and other facilities throughout the U.S. and Canada, the company is proud to label its products “Made in the USA.”

About Turbines, Inc.

Since 1975, Turbines Inc. has been designing and manufacturing competitively priced, accurate and reliable liquid and cryogenic turbine flow meters, electronic monitors, accessories, and replacement parts. The company’s products are designed for a wide range of applications, including oil and gas, power generation, industrial and cryogenic liquids.

Differentiating the Brands on Application Knowledge and Unequivocal Engineering Expertise

Each of these two websites needed to convey that both companies differentiate themselves in the marketplace through knowledgeable, experienced and professional engineers and technical support staff. In this business, anyone can sell you a part or instrument, but not every firm is staffed by experts that help customers solve complex application engineering problems.

The website content and visual design needed to convince engineers and technical decision-makers that Primary FlowSignal and Turbines, Inc. offered this differentiating expertise. The Primary Flow website is primarily focused on lead generation, while Turbines also offers e-commerce for commonly stocked and specified parts. A tie-in with HubSpot CRM increases marketing automation capabilities for the PFS marketing team in conjunction with Windmill’s ongoing marketing services. The resulting websites have successfully generated an increase in qualified traffic and quality leads.


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