Engineer-to-Order (ETO) manufacturers must manage a complex ecosystem to build to each customer’s specific requirements, tracking them across engineering, project management, production, procurement, and finance. Specialized ERP Software like COUNTERPART eases this process, fully integrating with computer-aided design (CAD) software to create and manage BOMs, align teams, and eliminate errors.
However, the company’s old website was hindering their ability to effectively reach their target audience of engineering, procurement, inventory, project management, owners and general managers, and manufacturing. COUNTERPART trusted us with the project because we’d previously worked with a member of their marketing team. They knew they could rely on us for a smooth delivery and quality follow-through.
They turned to e9digital to help with three main goals:
- Improve rankings for the highest value keywords in commercial intent categories.
- Improve site lead generation capabilities.
- Improve overall site usability as measured by site speed and performance.
“We know how to get the right information out of our clients so we can do great work. We have a process for pulling out what matters—why you do what you do, who your customers are, what they care about, who your competitors are, and what they’re doing.” — Conrad Strabone, Managing Partner and President | e9digital
Enhancing UX can lead to an 83% increase in conversions
Whenever our design team starts a new website project, the user experience is the core focus. Since generating leads through conversions was one of the key goals of the project, we knew we needed to make clear COUNTERPART’s competitive advantages from the moment a project manager or owner landed on the homepage.
We utilized e9digital’s UX best practices to highlight the software’s benefits:
- A hero video that highlights real people who use COUNTERPART in their daily workflows.
- Enticing headlines that show real-world benefits: that companies can reclaim 95% of the engineering time wasted managing BOM data.
- A use-case CTA drop-down that leads to the interior page of each vertical.
- A homepage that informs the reader and maximizes organic search performance.
A darker design that moves people (literally)
We chose a deeper, more modern blue color palette to position COUNTERPART where it belongs: in the same visual space as the top-tier engineering software with which it integrates. That dark navy theme gives users an immediate impression of professionalism and product power. It doesn’t just look sharp; it makes the brand feel more like the engineering software environment users trust.
Contrast plays a role here too. The homepage’s darker hero section isn’t just visually bold. It sets the tone for the lighter, more content-rich sections below. This contrast helps guide the eye, directing attention to the right messages at the right time. The scientific and engineering imagery aids with this, pointing users to important information.
But color wasn’t the only visual differentiator. We carried movement forward through interactive elements like hover-state role features and the fluid tabbed interface. Even the “moving links” were a client favorite, bringing kinetic energy to a B2B space that’s often stuck in static design.
All of these choices were intentionally made to appeal to their target market. While COUNTERPART’s backend might be doing heavy lifting, the frontend had to show users that power in an intuitive, elegant way.
A sales-driven site ready to perform
From faster site speed to smarter content structure and UX flow, this rebuild positions COUNTERPART as the obvious choice for engineer-to-order manufacturers. With multiple calls to action throughout and a robust demo request flow, the site is engineered to convert visitors into qualified leads.
e9digital brings design precision and strategic thinking that delivers business results. If you’re ready for a website that improves your traffic-to-conversion flow, contact us today.
“On any website, the customer instantly needs to recognize that they’re in the right place for the problem that they have and that the company they’re looking at is credible for the solution. That’s how we design every site.” — Conrad Strabone, Managing Partner and President | e9digital
