March 05, 2008
Chromalox Precision Heat and Control recently launched a new Web site, www.chromalox.com, designed by Pittsburgh Web marketing firm, Elliance, Inc. The site combines e-commerce functionality with crisp visual design and intuitive navigation for a better user experience and a deeper interaction with the content on the site.
Chromalox is a company with a strong history – it’s been around more than a hundred years – and impressive clients, like NASA and the US Navy. The company provides a combination of ready-to-use heating parts as well as custom solutions. The original site didn’t capture this story, so Chromalox turned to Elliance to redesign the site. Their initial need was an e-commerce site, but it became a much bigger project, focusing on articulating their brand strengths.
To address their e-commerce needs, Elliance incorporated Chromalox’s print catalog, which features about a half million ready-to-order parts, into the Web site. Chromalox receives significant revenue from their print catalog annually, and Elliance projects sales will increase with the new ease of ordering online.
“Before, Chromalox customers had to flip through a print catalog,” said Roger Slayton, vice president of e-business at Elliance. “Now customers can perform targeted searches and find exactly what they’re looking for online.”
Elliance worked to bring out Chromalox’s brand story by adding powerful photos to the home page, featuring high profile projects such as the NASA Discovery Shuttle, a passenger train car and a U.S. Navy submarine. These images quickly convey Cromalox’s expertise at producing critical products that are designed for exacting specifications. Before, this criticality wasn’t coming through on the site. Elliance also captured this intensity with strong copy, drawing the new slogan, “we know that one degree matters,” throughout the site.
“This was about more than a site redesign,” said Slayton. “It was about re-branding a company and helping them emerge as the industry leader that they are.”
The redesign has transformed the Web site to represent Chromalox as a full-service, customer-focused brand, illustrating core capabilities and a market focus. Customer friendly features like “locate a dealer,” “customer service” and a universal login, all communicate that Chromalox is a holistic, premium brand, that is easy to do business with.
Elliance has recently redesigned Web sites for other manufacturing companies including Miller Welding (www.millerwelding.com) and Oberg Industries (www.oberg.com), to name a few.
Elliance is an e-marketing software and services company serving progressive mid-size companies, colleges and universities, and non-profits. Clients served include, AlliedBarton Security Services, Black Box, Mellon/Dreyfus, HydroWorx, Allegheny Ludlum, Carnegie Mellon University, Waterpik Technologies, Readers Digest and others. During its 14 years of experience, Cisco, Dell, the eMarketing Association and others have cited Elliance as one of the top innovators in the use of technology to deliver search engine optimization (SEO), e-commerce and e-marketing solutions. For more information about Elliance, visit www.elliance.com.