Colorado Mill Equipment Case Study
Project Info
Introduction
Colorado Mill Equipment Case Study: Marketing for a Manufacturing Company to Enhance User Experience and Product Visibility
When Colorado Mill Equipment (CME) approached us to elevate their online presence, we were tasked with transforming its website into a user-centric platform and updating the company branding—an essential step in effective marketing for manufacturing companies. As a leading provider of milling and screening solutions, CME aimed to showcase its diverse range of machinery and streamline the client experience. Our strategic redesign broke down the technical aspects of the machinery into an intuitive format, ensuring an effortless user experience.
Branding
CME came to us with a goal of revitalizing their brand identity, seeking expert branding for manufacturers that would infuse their identity and online presence with fresh energy and versatility. Their previous branding had a limited color palette that was heavily reliant on green tones, lacking neutrality. To add more depth and flexibility, we introduced complementary blue hues to highlight the industrial background of their business, giving it a more modern feel.
Before
After
Graphic Design
Expanding the color palette gave us more flexibility for CME’s branding materials, including their website, print materials, email format, and other deliverables. In our approach to graphic design, we chose a clean, less cluttered approach that prioritized readability, ensuring that important information was front and center. Our goal was to deliver a cohesive and impactful visual experience that best displayed their products and effectively sold their brand.
Business Cards
The CME business cards also needed updating. We chose to utilize blue as a primary color with adding accents of green, and we brought in the mountain for other graphic elements. To play off the industrial feel of the brand and the mountain element, we included a graphic line to highlight each employee’s title. We used an angled element to add contrast and hierarchy to the CME name, similar to the feel of the mountain graphic.
Logo Refresh
To create the feeling of openness, we adjusted lines and color. We kept the mountain-shaped graphic elements in their logo that pay homage to Colorado’s mountainous landscapes, and we refined the spacing and composition across all of their brand assets to create a cohesive and impactful rebranding experience aligned with effective marketing for manufacturing companies.
Previous Logo
Updated Logo
WEB DEVELOPMENT
We are thrilled to announce that Colorado Mill Equipment has won a prestigious gold award at the dotCOMM Awards for their exceptional website design. This recognition highlights their commitment to providing an outstanding online experience that effectively showcases their innovative products and services. The award is a testament to the collaboration between Colorado Mill Equipment and Green Closet Creative in creating a website that stands out in the industry.
To better represent their company, CME wanted their site to be more approachable, to emphasize that all of their products are assembled in the US, and that they are committed to sustainability—key considerations in marketing for manufacturing companies. Additionally, because their former site did not provide many avenues for customers to find the machines for which they were looking, another goal of ours was to streamline the search process and provide customers with suggestions for other machines that could benefit them.
- Custom Feed: To enhance user experience, we’ve implemented custom feeds on industry and application pages. On the previous site, “recommended products” feeds were random lists. Now, the feeds display compatible machines for each product. For example, instead of a random list of pellet mills, the feed now showcases machines that complement the specific pellet mills a customer is viewing on the site.
- Quote System: We developed a custom plugin to serve as their quote system. It generates a little widget that sticks to the side of the screen and updates as items are added/removed from the quote. It stores items in a database table until the quote is submitted. It also works alongside Gravity Forms to submit the quote, notify the client, and store the entry in a database.
- Forms: We included updated forms to collect more information and provide more outlets to reach potential customers.
- Language Translation: Prior to our website redesign, CME had a page translated into Spanish instructing viewers how to contact them. Now, there is a translation widget (a WordPress plugin) in the bottom right corner of the screen that allows users to easily toggle between English and Spanish.
- Visible Call-Outs:CME’s website is designed to provide easy and straightforward navigation for users. All pages are integrally linked to ensure a seamless browsing experience. You’ll find callouts throughout the website that allow you to quickly access the information you need, making it easier to explore different areas of the website.
SPEED OPTIMIZATION: DESKTOP & MOBILE
Page speed, ranking, and SEO are correlated and affect one another. For example, the quicker your website loads, the higher it will appear in search engine results, and you’ll have more repeat visitors.
Desktop Speed Test Results: 98
(prior to our optimization, the desktop speed test results were 71)
Mobile Speed Test Results: 97
(prior to our optimization, the mobile speed test results were 24)
Results
As you can see, Colorado Mill Equipment’s website ranks high for desktop and mobile. We continue to monitor the speed results to improve the speed and the Google ranking of this site.
Green Closet Creative excels at increasing page speed, creating an exceptional user experience, generating a high conversion rate for our customers. Contact us today to learn more.