The objective
As a business operating at the bleeding edge of their own industry, Teknek were falling behind the curve when it came to their digital performance. They wanted to collaborate with agency partners to discover, design and build a brand new Teknek website that focused on “buyer enablement”.
It needed to be supported by a robust SEO strategy that could support their different buying journeys. It had to educate prospective and recurring buyers with information, evidence and personalised support to enable them to make buying decisions. Ultimately the website had to generate leads and drive users to proprietary content, increasing Teknek’s ROI from digital.
Forget going granular, this is “nano-particular”
One of the first things we did after starting our digital partnership with Teknek, was to head on up to their head office and factory in Glasgow for a live action tour of their contact cleaning machines and manufacturing processes in action. They say seeing is believing and in this case it’s true; taking the time to visit Teknek allowed our team to really put what they do under the microscope and understand it on a granular level – which is relevant when the complexity of what Teknek does goes beyond granular, to “nano-particular”!
What we did
Initially we worked with experts at Teknek to restructure their site-map in line with their brief of achieving buyer enablement, while maintaining a focus on SEO and improving onsite engagement with proprietary content. The design challenge for this website, was balancing the roll out of Teknek’s new branding in a way that delivered a professional, engineering led look and feel, without crossing the border into cold and clinical. To do this, our designers used the brand assets extensively and paired this with imagery of more people and machines in action, to create a customer-centric, modern style.
When it came to functionality, it was all about being user-focussed. From delivering an easy-to-use site for internal teams, thanks to the flexibility of the Umbraco CMS, to an engaging site for the end users. This website is so much more than a simple brochure site full of static content. It showcases products, brochures, timelines, case studies, sectors, distributors and more, and all of this had to be delivered across multiple languages including Chinese and Japanese.
Teknek X Umbraco; the rational
We chose to use Umbraco as the CMS platform for Teknek, particularly because of its capability to easily implement multi-lingual websites. With Umbraco, each language version of the website sits as its own instance in the CMS, so we could build one site first, test, refine and improve it, before replicating these tried and tested changes across the other languages, speeding up the time to go live and inheriting key optimisations and learnings throughout the whole group of sites.
That doesn’t mean each site is a carbon copy of the others though, the team at Teknek can then go in and make any changes, including country-specific updates anywhere, anytime. We also leveraged Umbraco’s ability to have central controls, to allow elements such as filter names, to be coded directly into templates and simply translated, creating core consistencies throughout all the sites.
Knowledgeable, supportive and proactive digital agency partner with a rare “in-house” feel. Managed our project through challenging conditions, kept a cool head, implemented effectively and are a real pleasure to work with. Delighted.
Dr Lore Grohmann
Marketing Manager
