CASE STUDIES

The Client: UOP

UOP LLC, a Honeywell company with more than $1 billion in sales, has been delivering cutting-edge technology to the petroleum refining, gas processing, petrochemical production and major manufacturing industries for over 90 years.

In the past the website served as little more than a research library for graduate chemical engineering students. Now the site suddenly became a 24/7 digital salesperson that was easily accessed by UOP’s global client base. To visit the UOP’s website, click here.

The Challenge

As cutting-edge as UOP has been in its patent-rich R&D efforts over the decades, when we began working with them, they were decidedly behind the times with regard to their corporate website.

While the site was factually correct, like most engineer-driven sites, it spent far too much effort outline precise UOP product attributes, rather than showcasing UOP product benefits.

The site told visitors a great R & D story, but didn’t work nearly hard enough to support the UOP sales force in convincing prospects of the truly valuable benefits that UOP’s products and services would bring to them.

The Solution

We revamped UOP’s 350-page website from top to bottom, changing it from an inwardly focused “look what we made” site to a outwardly focused “here are the benefits these revolutionary technologies will bring to you” site.

Whereas in the past the site had served as little more than a research library for graduate chemical engineering students, the site suddenly became a 24/7 digital salesperson that was easily accessed by UOP’s global client base.

In order to boost awareness of the site among UOP’s key customers and prospects, we also created a series of corporate print ads that ran in two of our favorite magazines, Oil and Gas Journal and Hydrocarbon Processing (you get those at home, too, right?). Each of the ads was structured to drive additional traffic to UOP’s on-line enterprise at www.uop.com.

As a resulting of the site’s fundamental messaging shift and the print campaign’s website focus, UOP’s monthly global web traffic shot up from 38,000 unique hits per month to more than 60,000.