About SMC Ltd.
SMC Ltd. is a global contract manufacturer specializing in high-precision solutions for the pharmaceutical, MedTech, and diagnostics industries. The company provides comprehensive services spanning design, development, molding, assembly, kitting, packaging, and clinical trial support. With facilities and teams operating internationally, SMC enables its partners to bring complex medical and pharmaceutical products to market efficiently and at scale. Following the acquisitions of Oval Medical and Cambridge Pharma—both UK-based organizations with strong pharma capabilities—SMC expanded its service offerings and geographic reach, reinforcing its position as a trusted, low-risk partner for drug delivery systems and clinical manufacturing.
Situation: A Fragmented Web Presence Undermined Pharma Credibility and Brand Cohesion
Despite SMC’s growing focus on the pharmaceutical sector, its existing website failed to reflect the company’s evolving capabilities or strategic direction. The previous site primarily emphasized MedTech and diagnostics, leaving a gap in how the organization’s pharma services, especially those from recently acquired Cambridge Pharma and Oval Medical, were communicated to prospective clients. This underrepresentation created confusion for pharmaceutical audiences and diluted the unified message SMC aimed to present to the market.
Additionally, operating with a lean internal marketing team, SMC struggled to keep content current or aligned across various web properties. The lack of a centralized digital presence limited the company’s ability to showcase its full value proposition to risk-sensitive buyer personas. With services spanning multiple markets and technical disciplines, the existing site architecture wasn’t scalable or intuitive enough to meet the needs of a growing, global business. To better represent its capabilities and reduce friction in the buyer journey, SMC recognized the need for a comprehensive digital overhaul.
Solution: A Comprehensive Website Redesign to Unify Brands and Showcase Pharmaceutical Expertise
Windmill Strategy worked with SMC to create a modern, high-performing website that aligned with the company’s expanded services and communicated its strengths clearly to key buyer personas. Already engaged as SMC’s digital marketing and email marketing partner, Windmill began this project with a deep understanding of the company’s audiences, messaging challenges, and conversion goals. This foundation helped shape the UX strategy, content hierarchy, and lead generation approach for the redesigned site.
BEFORE
AFTER
We developed a streamlined site architecture that integrated the offerings of Oval Medical and Cambridge Pharma into the main SMC brand, removing legacy brand confusion and ensuring a consistent, professional presentation across all service areas. The redesign was built on WordPress using Windmill’s custom Gutenberg block system, providing SMC with a flexible content management structure optimized for scalability and internal ease of use. Features included gated forms for case studies, downloadable asset handling, and integration with HubSpot CRM for improved lead tracking and marketing automation. Custom iconography and visual design elements were developed to support a digital interpretation of the visual guidelines created by a third-party branding agency, expanding and refining them for web use.
A new Devices landing page was introduced to visually represent SMC’s drug delivery capabilities, and SEO optimization was conducted both for the existing website and the newly launched site to maintain visibility throughout the redesign process. Throughout the engagement, Windmill worked closely with SMC’s small marketing team to provide strategic guidance, content development, and technical support, ensuring the site would not only launch successfully, but be sustainable long term.
Results: Stronger Brand Cohesion, Clearer Pharma Messaging, and Improved Digital Infrastructure
The completed website now presents SMC as a cohesive, credible, and globally capable contract manufacturer across both pharmaceutical and MedTech sectors. By integrating services and content from multiple legacy web properties, the new site delivers a unified experience that speaks directly to the needs of technical, user, and economic buyers.
Pharma-specific services—previously hidden or siloed—are now prominently featured, making the site more effective in engaging and converting pharmaceutical prospects. The redesigned architecture and UX provide clearer pathways to content, while the CMS and modular design tools give the internal marketing team a more manageable system for ongoing updates.
Through enhanced lead tracking, streamlined content workflows, and consistent messaging, the new digital platform strengthens SMC’s market positioning and supports its long-term growth strategy in highly regulated, risk-sensitive industries.
Grounded in SMC Ltd.’s reputation for technical excellence, the new website positions the company for future growth in pharmaceutical and MedTech manufacturing, showcasing its expanded capabilities and reinforcing its role as a trusted, low-risk partner for complex, global contract manufacturing solutions.
Windmill Strategy is a web design company & digital marketing agency helping Lifescience and B2B medical 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.