Web Development

A manufacturer's site that finally generated enquiries

A rebuilt website and product catalogue for Halden Manufacturing, tripling qualified enquiries and cutting hosting costs from €1,400 to €19 a month.

Client: Halden Manufacturing
Industry: Industrial manufacturing
Discipline: Web Development
Year: 2024
Duration: 3 months

The challenge

Halden’s site held 400 product pages on a WordPress installation with 38 plugins. It took 6.4 seconds to load a product page, the specification tables were images, and the search returned results ordered by nothing in particular.

Their customers are engineers who arrive knowing a part number or a tolerance. The site could not answer either question, so they phoned instead, or bought from a competitor whose PDF was easier to find.

What we did

The catalogue moved to structured data: one record per product, with specifications as real fields rather than images. That made filtering by tolerance, material and dimension possible, and made the pages readable by search engines and screen readers alike.

The site is generated statically at build time and served from a CDN. Editors work in a headless CMS; a product update rebuilds and deploys in under two minutes.

We also made the data downloadable as CSV and PDF per product family, because procurement departments ask for both and someone had been assembling them by hand.

The specifications being images was the whole problem in miniature. It made the site slow, unsearchable, inaccessible, and impossible to reuse, all at once. Once they became structured fields, four separate complaints resolved themselves.

Hosting is the detail clients repeat back to us. Going from €1,400 a month to €19 is not the point of the project, but it pays for a good portion of the next one.

Results