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SPP Pumps
Website strategy, SEO, design and build to simplify a complex global product offering and support lead generation.
SPP Pumps is a global manufacturer of centrifugal pumps and associated systems, supplying engineered pumping solutions for critical applications around the world. With an extensive product portfolio, international offices and service centres, customers need quick access to the right technical information and support. We developed a new website to simplify complex product journeys, improve navigation and create a stronger funnel for global enquiries.
Why did SPP Pumps need a new website?
SPP Pumps’ existing website had become dated and increasingly difficult to navigate after years of content being added piece by piece. With a large global product portfolio, multiple markets and customers often needing information quickly, the user journey had become too complex and problematic. The new website needed to make products, applications and contact routes easier to find, support mobile users and create clearer opportunities for relevant sales enquiries and funnels to the contact page, as SPP were clear that conversations are still the best way of doing business in their sector.
How did we simplify the website experience?
We planned the site around the information SPP’s customers most frequently look for, using insight from the marketing and sales teams to create a clearer site architecture. SEO keyword research and optimisation informed the structure and content, while a filterable product area, clear contact routes and responsive design helped users reach relevant information with fewer steps. We designed and built the website as a bespoke WordPress platform, giving SPP a flexible system that its internal team could update themselves. Training and supporting documentation were also provided so new pages and content could be managed in-house, helping control ongoing costs while retaining our support when required.
What has the new SPP Pumps website achieved?
The website has become a long-term digital platform for SPP Pumps, with the core structure and functionality we launched still substantially in place, with the client having flexibility to manage various updates themselves to manage their marketing budget efficiently. Feedback from the sales team highlighted that the site has become a valuable resource and information hub, with particular praise for its ease of navigation. The platform also continues to support lead generation and ongoing SEO optimisation, while giving SPP the flexibility to manage routine content changes internally.