Challenge
A full B2B website redesign
Ashworth, the big name in industrial conveyor belting, needed a new B2B website that served their global engineering, sales, and support teams. The website needed to be an accurate product catalog, technical resource for engineers, and present best-in-class customer service experience.
Objectives
Ashworth came to us with four key goals in mind
1.
Provide Accurate Product Data and Digital Tools
Give engineers the right tools and product details so they can make decisions without pulling their hair out.
2.
Boost Brand Perception
Show the world that Ashworth isn’t just a leader—they’re an innovator with a long history of doing things better.
3.
Deliver First-in-Class Customer Support Online
Be the partner that customers count on—with top-notch online support to match their real-world service.
4.
Empower Ashworth’s Team
Give their staff the power to create and control content on their own, without needing to call in tech reinforcements every time they want to make a change.
Solution
New UI/UX and Brand Overhaul
We conducted multiple interviews with internal and external stakeholders to formulate a detailed road map for transforming Ashworth into the best online customer service experience. This included a rework of everything from the navigation to the new blog rollup.
Boosting Brand Perception
The new design doesn’t just look good—it looks like Ashworth. We leaned into their history, highlighting their legacy of leadership and innovation. We sprinkled in case studies, white papers, articles, and even created branded product videos showing off how Ashworth stays ahead of the curve. They’re not just keeping up—they’re leading the charge.
Accurate Product Data and Tools
We included interactive CX calculators showing all product specifications that sync automatically with Ashworth internal database, so the customer can find their belt weight and width easily.
New Product Organization
We set up a robust product catalog packed with all the specs, application data, and comparison tools engineers need to do their job right. No more guessing, no more digging through endless PDFs. With a product finder, engineers can search for exactly what product they need based on their industry and needs.
Results
How we transformed Ashworth's site
1.
Better User Experience
Engineers now get exactly what they need without the hassle—whether it’s product info, tools, or support.
2.
Stronger Brand Perception
Ashworth’s online presence now matches their industry reputation: cutting-edge and professional, just like their products.
3.
Customer Support That Shines
Customers can get help faster and easier than ever, making Ashworth their preferred partner in success.
4.
Content Control
Ashworth’s team can now update the site on the fly, giving them more agility and flexibility to keep pace with the industry.
Reach out to our Scylla team to learn more about what we’ve done for our clients and how we may be able to help you.
