WTC Machinery is the global leader in designing, building and tooling for heavy equipment repair facilities. “Engineered to perform” is more than just a slogan. Their engineers are respected experts in heavy-duty repair equipment, and they are the only press manufacturers in the world with an ongoing program of research and development in the field of heavy equipment repair.
With a solid brand reputation built on over 50 years of experience, WTC Machinery’s website was no longer a proper representation. In addition to an updated look, they wanted their design to focus on improving the user experience to help visitors find the information they were after quickly.
To improve the user experience, Foremost Media began the process of understanding the target audience of the website. Through surveys and discussions with the WTC Machinery team, the findings showcased a wide range of visitors with varying demographics and tech savviness. These discussions also led to the discovery that many customers were choosing their products as a repeat customer. The customers proclaimed the quality, service and support were the reasons behind the repeat business.
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This insight allowed the design to focus on the user flow throughout the conversion process to improve the user experience, while showcasing the service and support their customers can expect.
To help the visitors looking to contact WTC Machinery quickly find the information, the typical rotating slider was replaced with a single, relevant hero image and a single line of copy to predominantly display the company’s value proposition. Directly below, the team placed three distinct call outs, a phone number for US residents, a separate international phone number and the main email address for the company. Since carrying over this change to both mobile and desktop, there has continued to be an increase in calls and emails.
Foremost Media helped visitors find their product information by including 6 tiles just below the fold with product category titles and relevant imagery. In addition, the Foremost team took advantage of the primacy and recency effect in psychology and used the term “Products” as the first selection in the main site navigation. Not only were the changes more aesthetically pleasing, but the improved ease of use for visitors also increased the number of visitors that continued from the homepage to the various product category pages.
These websites are client updateable and may no longer represent Foremost Media’s original design.