From Digital Ghost Town To 5x Lead Volume
Challenge.
A $500M brand buried under broken UX.
Oil and gas engineers work in brutal conditions—blistering heat, arctic wind, zero room for error. The motors, drives, and control systems they rely on have to be rugged, reliable, and easy to spec.
TECO-Westinghouse had the right products for the job. But their website was telling a different story. Disorganized product pages, outdated SKUs, and poor user flow made it difficult for customers to find what they needed—or trust what they found.
Worse yet, the commercial sales team—new to the segment—was struggling to articulate TECO’s value in a way that resonated with these high-stakes buyers. A solid offering was being buried by confusion and hesitation.
Solution.
From chaos to clarity.
The first priority was clarity. TECO’s existing website was trying to be everything to everyone, which meant it was useful to no one. So we started at the source—interviewing internal stakeholders to understand which products truly mattered to the oil and gas segment.
From there, we created a streamlined digital content map that aligned TECO’s core offerings with its most valuable target markets. Irrelevant SKUs were eliminated. Navigation was restructured. Messaging was tightened. We designed and delivered wireframes, mockups, site copy, and updated imagery in record time—all with a clear goal: reduce friction, earn trust, and guide the buyer toward action.
But a better website only goes so far if sales can’t back it up. That’s why we collaborated with TECO’s commercial sales team to understand how they worked, what they needed, and where they got stuck. We developed detailed personas rooted in real-world conversations, not assumptions. Then we built tailored battle cards that armed sales with what they’d been missing: measurable, specific differentiators and objection-handling tools they could use in the field—confidently and consistently.
Results.
From digital ghost town to 5x lead volume.
Initial response to the new website was overwhelmingly positive in every KPI (website traffic, traffic sources, bounce rates, conversion rates, etc.). Within 30 days from launch, in fact, user engagement increased 136% and leads generated from the website improved five-fold.
Perhaps the most glowing “thank you” we could have received, however, was the company president’s warm acknowledgement of our work in front of his management team. Our client contact followed by highlighting our “contagious enthusiasm” in generating sustainable profitable growth.
Good marketing doesn’t just look better. It performs better.
We didn’t just modernize a website. We removed friction from the entire sales journey to enable growth. That’s what effective industrial marketing does!
136%
increase in user engagement
