Founded in 1924, LORD Corporation is a privately-held company that designs, manufactures and markets mechanical devices and electromechanical systems to control vibration, motion and noise; formulates, produces and sells general purpose and specialty adhesives, coatings and electronic materials; and develops products and systems utilizing magnetically responsive technologies. With headquarters in Cary, N.C., and sales in excess of $610MM, LORD has manufacturing in nine countries and offices in more than 15 major business centers. LORD Corporation employs more than 2,400 worldwide.
A collaborative team of communications, marketing, IT, human resource, sales and fh group leaders first gathered to complete a comprehensive overhaul of the LORD.com site where insight revealed that site traffic had remained static for years, around 40,000 hits per month, and that the content management system was inadequate to handle a site for a company of LORD Corporation's size.
Chief complaints about the site revolved around the inability to find information. This was found to be due to ineffective product categories and the number of links necessary to reach each page. A lag in content updates and an inability to compile accurate sales leads were also noted. fh group embraced this challenging project and couldn't wait to get started.
fh group Solution
Improvements made to the new site were a direct result of in-depth review and collaboration between the many departments within LORD and fh group. Mockups of every aspect of the site were presented and reviewed prior to production. The new design streamlines usability by categorizing information by products and solutions rather than markets, reduces the number of clicks to specific information and provides dynamic content throughout the site. A crisp, white interface was also utilized to create a more welcoming environment, incorporating images that convey a global presence and messages that articulate the innovative LORD brand.
"I see a lot of benefits. Compared to the previous site, it's a much clearer message, and it's much more user-friendly. It speaks to our brand and really shows we’re responsive to our customer's needs. They’re going to notice that."
Carlos Cruz, Market Manager for LORD Product Assembly Adhesives and Coatings and Industrial Sales Manager for Mexico and Central America