Fluid Film is a line of lubricants and corrosion preventatives manufactured and marketed by Eureka Chemical Company, a South San Francisco business that has been in operation since the 1940s.
“Hats off to you and your team for all the work you have done.”
Fluid Film’s Concerns About Their Existing Website
Eureka had established a web presence for their Fluid Film products several years previously, but the company had seen tremendous growth in recent years, and in light of changes in their target markets and distributor networks, they recognized that the time had come to approach a web developer about building a new site.
The target audience for the Fluid Film site was comprised of potential distributors and large-scale industrial customers. As a consequence, an immense amount of information had to be readily accessible. In this respect, the existing website was sorely lacking: technical specifications and SDS sheets for the many Fluid Film products had been very poorly organized, and often difficult to find. Many potential Fluid Film industrial and government clients would have extremely specific needs, and if unable to find this technical data, they would likely be unwilling or unable (due to regulations) to select Fluid Film as their product of choice.
Goals For the New Fluid Film Website
Eureka’s representatives indicated that the new Fluid Film site needed to address a number of specific needs:
- Added visual appeal
- A more modern design
- Improved user experience
- Improved customer service
- Responsive, mobile-friendly design
- Clean presentation of voluminous technical data
- Optimization for search marketing (SEO)
The greatest challenge for the developers at Post Modern Marketing was organizing the vast amounts of technical data and specifications for each product so that it was easy to parse. This was addressed this by coming up with a clean page design that summarized the attributes of a product, provided a link to the SDS data sheet, and featured a secondary sidebar menu that allowed visitors to quickly switch between pages for different products.
Eureka wanted to make their upcoming trade show appearances and other events more visible, rather than confining that information to a specific page. We integrated a plugin that pulled this event information and displayed it in appropriate places throughout the site, such as on the homepage, in the resource center, and elsewhere.
Lastly, they had an old database of Fluid Film dealer locations with more than 50,000 entries which they had not been able to make any use of on their old website. We were able to extract these entries and import them into a dealer locater. While they have chosen not to utilize this feature for now, we put the necessary infrastructure in place so that they can easily implement it if they so desire.
Fluid Film’s Take on the Process
The new website was received with a great deal of enthusiasm, with our contacts in the company reporting that their expectations had been exceeded.
Shortly after the site was launched, James Crosby, the Sales Coordinator for the Fluid Film product line reported, “We have begun making changes and it is very intuitive. The whole analytics setup is amazing and it feels great to finally get live feedback on our work. Hats off to you and your team for all the work you have done.”
We greatly enjoyed the challenge of this project, and we look forward to the opportunity to work with Eureka Chemical Company in the future.