About Power Climber, a Division of SafeWorks, LLC
Power Climber has been engineering and manufacturing hoists, platforms, rigging equipment, safety gear and accessories for the suspended access industry since 1972. Operating globally, they sell primarily to dealers who sell or rent out the equipment. (In some markets, Power Climber can rent directly to end users.) Other audiences include elevator manufacturers and installation contractors, as well as building engineers and general contractors.
SITUATION: Two Websites Needed to Be Combined into One International Resource
Power Climber had two outdated websites, for different regions and with multiple subdomains for different countries, that needed to be merged into one overarching website with a modern look and feel, including responsive design, to be compatible with both desktop browsers and mobile devices. Thoughtful content organization and systematization was necessary to create a seamless experience for the user and reduce future content management efforts for the site admin. Ultimately, the client also wanted to increase qualified traffic, lead generation and soft conversions.
SOLUTION: Strategic Recommendations to Meet Unique Requirements While Fitting Into a Brand Family
To achieve the client’s goals, Windmill brought together two outdated Power Climber websites using robust translation and regional content management tooling. The user is served regional content based on their region selection, and a careful redirect strategy ensures that users are funneled to the new, overarching website. Because the new Power Climber website is one of three new websites in the brand family, we followed the UX patterns and visual styles already established during the development of the Spider website. Content describing overlapping products among the three websites had to be carefully sorted out and tweaked to avoid duplicative content while ensuring that the product information was available to all relevant audiences.
The regional selector for the project presented an interesting use case, because some content needed to be segmented to display only to the North America audience or only to the global audience. We strategized the best ways to handle localization and regional content, and made technical recommendations on whether cookie-ing / IP address lookup should be enabled to assign a region upon first site visit. Ultimately, we recommended that the user should have full control over the region and language, with English as the default language and “global” as the default region upon first site visit. To give users greater control, we also recommended keeping this functionality separate from the translation, and avoided using an IP address lookup to determine an initial region selection. Once the user selected their region, specific types of content (i.e., mega menus, products, product categories and certain resources) would appear based on the region selected.
To manage translation, we set up the professional version of GTranslate, which permits manual translation of content and overrides/corrections to automated translations; we typically recommend this path, as free, automated translation is often inaccurate for highly technical subjects. A third party handles the translations for the website, inputting content into the framework that we provided.
Various tools and techniques used in this website redesign solution included:
- WordPress content management system with the native block editor serving as the primary tool for page and content creation
- Custom post types for products, resources, and case studies.
- GeoTargeting WP to create the regional content blocks and map those based on the geographic areas the client wanted to target.
- Gated resources section for approved customers using the Members plugin
- Folders Pro for media library and content organization
- Search & Filter Pro for more robust and custom site search tagging capabilities
RESULTS: A Combined Global Brand Website with Clear UX and Up-to-Date Functionality
The new website presents Power Climber as a united, global brand that allows users to easily select their region and language. Content is clearly organized and customized for the products that are available in each region. Up-to-date functionality eliminates issues such as broken pages and brand inconsistencies, and the new website is mobile-responsive to be easy to use across screens of all sizes.
Part of a family of new websites for the parent brand, SafeWorks, the new Power Climber website provides a seamless user experience and a coherent view of Power Climber suspended access offerings, wherever in the world the user may be located.
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 industrial, automation, and 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.