



Situation: Separate, Hard-Coded Domains Lacked Flexibility and Caused Confusion
Despite there being overlap in product content, Kongskilde’s industrial and grain websites existed on separate domains. Modifying the websites with new content and new pages was difficult, and the client team had to go through different layers of development support to do so, first on one site and then the other. The websites did not use commonly recognized UX patterns, making information consumption unwieldy. Grain customers and industrial customers sometimes found themselves on the “wrong” website, the industrial website contained confusing corporate information, and internal users had no easy way to locate documents or imagery they needed.
To achieve the overarching goal of increasing traffic and conversions, these problems needed to be solved, and the project would necessarily be complex, which was a welcome and exciting challenge for Windmill.
Solution: A Multisite Approach Combining Three Databases into One Code Structure, with Intensive Focus on Redirects, Tagging, Translation and More
With a deep dive into the existing websites and the client’s goals and frustrations, Windmill developed a robust strategy brief to guide the project. The existing “industries” website, which had received most of the traffic, was designated to remain as a corporate, or global, site, while also functioning essentially as a landing page. New “sub-sites” would simplify user paths for those interested in agricultural (grain) versus industrial products and applications.
By moving the website data and content to the new corporate site at the existing “industries” domain and broadcasting it to the two sub-sites, existing search equity was retained. This new architecture incorporated an extensive redirect strategy, particularly for pages from the old grain domain, to account for combining websites.
Windmill developed extensive reusable pattern libraries for content creation, making content management much easier and more flexible for the client. New content only has to be handled once. We created page types within Gutenberg that could be reused in a “template” fashion, as well as block patterns that could be inserted into any website page for style consistency and ease of updates.
Unique, custom post types were created for products and applications, as well as for careers. Users can search for products and applications, or if they’re interested in working for Kongskilde, they can search for jobs by role, office location and company division.
All content across the website now has relational tagging. Each product, application, document, case study or other content type is tagged with a custom taxonomy, allowing each page to have a curated selection. Content is shown in a card style view on archive pages, allowing the user to filter by different tags and taxonomies.
Windmill provided copywriting for 20 highly visible pages, primarily “Application” pages reconfigured from previous “Solution” pages, using simpler, customer-friendly language that stayed away from internal Kongskilde jargon that had sometimes baffled external users. An SEO specialist ensured that the copy was keyword optimized.
A robust dealer locator was created for the grain website. In addition to helping customers locate dealers, the website also incorporates a portal that allows Kongskilde dealers to log in and access advertising assets, PDF downloads, wiring diagrams and other information.
Services Utilized
- Analytics and Insights
- UX, Visual Design & Branding
- Client Training
- Copywriting
- Digital Marketing
- Marketing Automation, CRM & Sales Enablement
- Messaging & Positioning
- Moodboards
- SEO
- UX Consulting
- Web Design & Development
Project Information
Client:
Kongskilde Industries
Location:
Skælskørvej 64 DK-4180 Sorø
Date:
February 28, 2020
Website:
https://kongskilde-industries.com/