TM Bioprocessor is a Ukrainian company engaged in the production of local treatment facilities. They develop a unique technology for wastewater treatment, degreasing, and subsequent disposal. The company’s slogan speaks for itself – “think about tomorrow, preserving the environment today.” Bioprocessor cares about the environment and aims to make their technologies more widespread.
A great mission in difficult times
Despite the full-scale military invasion of the Russian Federation, the company has not stopped working for a single day and continues to operate in all regions of Ukraine. Together with the European Business Association, the Ministry of Environmental Protection and Natural Resources of Ukraine, the company has developed an action plan for priority reforms necessary for effective work on the restoration and development of Ukraine during the war and post-war periods.
To ensure the company’s development does not stop, Bioprocessor has identified key goals for itself:
- Increase the use of Bioprocessor technology and support the environment.
- Become a well-known company – gain recognition in its field, increase its public visibility, and attract the attention of potential clients.
- Receive more orders from corporate clients.
However, there was a major obstacle on the way to achieving these goals – an outdated website that did not inspire trust in the company and did not encourage clients to order products.
Therefore, it logically became necessary to develop a beautiful website that would advantageously present the company. It was important to create a website that would not only be effective from a marketing perspective but also externally reflect the image of a professional and responsible company.
An unexpected encounter
Sometimes it happens that clients find us in quite an unusual way. Our marketer Maria ran an open blog on Facebook about life in Kherson during the occupation. After the liberation of Kherson, Maria joined the team, which had already relocated to Odesa, and continued sharing her life and work moments with the digital agency SVITLI. Maria’s page has more than 1200 followers, among whom was Kateryna, who manages the sales department at Bioprocessor. Kateryna inquired if we could help create a website based on a design they had developed freelance. We arranged a meeting.
During our personal acquaintance, we examined the design and found that it had significant shortcomings in user experience and interface. There were also no adaptive designs created (for mobile and tablets). We sadly stated that developing a quality website with such UI/UX would be impossible. This has happened in our work more than once, and we are always very sorry for the money and time wasted by the client. Why did this happen?
The existing design was created not by a web designer but by a graphic designer who simply did not know the nuances of creating web interfaces.
Problem analysis and strategic plan
Initially, the client wanted us to edit the existing design, but it turned out that it didn’t make sense. The page structure in the developed design did not align with the purpose of creating the website, contained a lot of unnecessary information, and did not convey the USP (Unique Selling Proposition). So why use something that won’t work?
Development of a new design
We started working from scratch. We conducted a client survey and created tables that detailed the structure of the site and its pages. The structure was developed together with the SEO department, which had previously gathered the semantic core for the new site.
The design, which was developed on a freelance basis, was used as a prototype, helping to reduce the time (and client costs) for developing a new design. In the updated version of the design, we took into account the client’s desire to convey a sense of cleanliness:
- We used corporate colors – blue and green;
- Elements related to water, droplets, and CSS wave animations.
- To create a “WOW” effect, we added video animations with Bioprocessor equipment to the site.
Based on the new design, we adapted the site for 5 main screen types. We conducted testing of the completed layout on various devices and browsers. Errors found were corrected. When choosing a content management system (CMS), we settled on WordPress. Why we chose this option can be read here.
Website development within tight deadlines
The main page of the website needed to be released first – an exhibition was scheduled in a month where Bioprocessor had to present its products. A good and effective presentation page was extremely important. It had to provide a professional look for the Bioprocessor brand and effectively highlight the main advantages and uniqueness of their equipment. We understood the urgent nature of the task and the great importance of this project for our client, so we gave it priority attention and resources to ensure a successful presentation at the exhibition. And we succeeded – the ready main page was released 3 weeks from the start of work.
Creation of internal pages
It was important for us to create a website that would convince users of the reliability of the equipment and provide answers to all possible questions. That’s why we designed the structure of the equipment pages in the form of a Landing Page. Each block was carefully thought out and had its own purpose:
- Presentation screen.Visually attracts the attention of visitors, creates a first impression, and stimulates user interest.
- Benefits block.Convinces the user of the advantages of the product, providing arguments in favor of the selected equipment.
- Construction.An important block for those who study the details and technical aspects of the product.
- Model range.Essential for users who independently choose options for their own needs. The equipment comes in different sizes and specifications, which are stored in Excel tables. However, for website visitors, we created a convenient and understandable table design that adapts to different devices. For the manager, we implemented the ability to create tables with equipment model specifications from the admin panel.
- Features of maintenance, documents. Provides information regarding equipment maintenance and proof of product quality.
- Block with SEO text and Q&A. Enhances the page’s visibility in search engines due to optimized content. Needed for improving positions in search results.
- Feedback form and order form. Allows visitors to easily contact the company for additional information and to place equipment orders. To enable Bioprocessor managers to quickly and conveniently process orders from the website, we have created a unique form for each of the 4 types of equipment with model selection and input of key parameters. All applications from the site are sent to a Telegram channel where managers can distribute them among themselves. Due to the client’s lack of a CRM, applications are additionally recorded in the website’s admin panel.
Terminology Confusion: How SEO queries created a challenge for web developers
When it came to creating website content, it turned out that there was a bit of confusion regarding the equipment. The search queries found for autonomous sewage contained high-frequency queries like “septic tank”. However, the autonomous sewage systems offered by Bioprocessor and a septic tank are two completely different technologies. We faced the task of conveying this difference to potential clients and convincing them that autonomous sewage is an eco-friendly and safe option for nature when it comes to wastewater treatment.
How we did it:
- We detailed the construction, operating principle, and maintenance of autonomous sewage systems.
- Created an FAQ section where we provided answers to common customer questions and used high-frequency queries to not lose traffic from those who are still figuring things out.
- Wrote a blog article where we unveiled the advantages of Bioprocessor equipment and technology compared to a septic tank.
Website Launch
At the final stage, we completed the development of the “about us,” “contacts,” and other informational pages, as well as the blog section. After final testing, we initiated SEO promotion and contextual advertising efforts. We prepared a manual for the manager on how to work with the website.
What’s the result? The goal has been achieved!
Today, Bioprocessor has a powerful tool for effectively presenting its brand and selling its products. The equipment sections answer potential customers’ questions, and the call-to-action buttons encourage leaving an inquiry, which are submitted not only by private individuals but also by owners of residential complexes and hotels.
After 2 months of SEO promotion, it was possible to bring 72% of the keywords into the TOP 10. And this was achieved without link purchasing, solely through optimization.
In 3 months of work, the site managed to reach the TOP-3 for the query “Autonomous sewage system”. These positions were achieved as a result of high-quality internal site optimization, link purchasing, and of course, thanks to the site itself.
Conclusions
You are probably tired of reading by now, but the “moral” is an essential part of the story. Therefore, we must say our final word. A good website always costs money, and often its cost is more than the client expects. The phrase “Lazy people walk twice, stingy people pay twice” also applies to development. Choose a reputable company, one that will not let you down, so you don’t spend extra money on redesigning the site.
