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 â€“ itâ€™s been around more than a hundred years â€“ 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 didnâ€™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 Chromaloxâ€™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.
â€śBefore, Chromalox customers had to flip through a print catalog,â€ť said Roger Slayton, vice president of e-business at Elliance. â€śNow customers can perform targeted searches and find exactly what theyâ€™re looking for online.â€ť
Elliance worked to bring out Chromaloxâ€™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 Cromaloxâ€™s expertise at producing critical products that are designed for exacting specifications. Before, this criticality wasnâ€™t coming through on the site. Elliance also captured this intensity with strong copy, drawing the new slogan, â€śwe know that one degree matters,â€ť throughout the site.
â€śThis was about more than a site redesign,â€ť said Slayton. â€śIt was about re-branding a company and helping them emerge as the industry leader that they are.â€ť
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 â€ślocate a dealer,â€ť â€ścustomer serviceâ€ť 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.