Website Redesign and an SEO Strategy for a Manufacturer

Andersen’s team tackled the following business challenges:

• Redesigning the manufacturing website, reshaping its architecture and visual identity across all pages to ensure a modern, cohesive brand experience;
• Designing and implementing a multilingual framework to deliver locally relevant content;
• Implementing an intuitive CMS that allows non-technical staff to manage and update content easily;
• Establishing a unified analytics framework to accurately track performance and user behavior across the new website;
• Streamlining the user journey through improved navigation to reduce friction and boost engagement;
• Implementing an SEO strategy for the manufacturing company to increase organic visibility, strengthen keyword performance, and drive high-quality traffic to regional websites;
• Building a flexible promotional system to support targeted campaigns and country-specific landing pages.

As part of a full website revamp, the project also addressed the following priorities:

• Refreshing key content to improve clarity, readability, and SEO alignment;
• Reducing the impact of website migration on search visibility and accelerating post-launch recovery;
• Establishing a solid SEO foundation to drive sustainable organic growth and uncover new visibility opportunities.

The aforementioned challenges were tackled by our team through a comprehensive project scope:

• Website design for the manufacturing company. Andersen modernized the UI/UX to align with current trends, improving navigation, aesthetics, and usability for a more engaging UX;
• Performance optimization. Core Web Vitals were improved, ensuring faster load times and a smoother overall experience, particularly for mobile users;
• Implementation of a scalable infrastructure. The redesigned website for the manufacturer was deployed on AWS with scaling and CDN for high availability, ensuring it could handle increased traffic;
• SEO for the manufacturing industry. On-page optimizations and multilingual support were introduced to boost search visibility and cater to regional markets;
• Simplified CMS management. WordPress was implemented for easy content updates, enabling the customer’s team to manage the site without constant developer intervention;
• Ongoing support. Andersen proposed a support package to maintain and improve the website post-launch.

The following deliverables were provided by Andersen for the customer:

• Tire search functionality. Andersen designed an intuitive on-site search capability for tires;
• Improved product pages. Andersen’s team updated product pages with visually appealing elements highlighting key benefits;
• Dealer locator. An up-to-date dealer locator for all markets and countries with Google Maps integration is now in place;
• Contact forms. Andersen’s team created easy-to-use forms for inquiries, orders, and feedback;
• News section. A well-organized news section is now fully functional;
• Mobile responsiveness. Andersen ensured the website performs seamlessly on all devices – i.e. desktop, tablet, and mobile;
• Performance optimization. Andersen’s experts improved loading speed and overall website performance based on SEO best practices for the manufacturing industry, high accessibility standards, and more;
• Social media integration. Integration with Instagram was implemented.

Thanks to Andersen’s involvement, the customer has obtained a comprehensive solution to their pain points:

• Web presence. The team has revamped the website design for the manufacturer to ensure a clean, modern, and intuitive interface;
• SEO strategy for the manufacturing company. Andersen has enhanced SEO performance by optimizing page elements, such as metadata, alt text, and content structure;
• Scalable infrastructure. Recognizing the need for future growth, we have deployed the website on AWS;
• Multilingual support. Given the customer operates in multiple countries, the website was designed to support six languages, allowing the brand to cater to diverse regional markets and improve localization across Europe;
• Better content management. To streamline website management, our team implemented WordPress as the CMS.

Content development and management included:

• Creating content – clear, user-focused, and with appropriate SEO – for all key pages, shifting from promotional messaging to informative, brand-aligned communication;
• Refining and localizing content for five additional languages to improve accuracy and consistency;
• Adding all content directly into the CMS – i.e. text, visuals, links, and formatting – allowing the customer to launch without handling technical setup.

Search engine optimization included:

• Conducting a pre-launch audit to identify and resolve issues that could affect search visibility, following the principles of SEO for the manufacturing industry;
• Improving overall SEO health from 60% to 85% and increasing mobile speed by 17% and desktop speed by 7%;
• Optimizing on-page elements, including meta tags, alt text, headings, structured data, and Open Graph tags – as part of a broader SEO strategy for this manufacturing company. This has resulted in an improved average Google position (from 13th to 7th) and increased click-through rates (from 3.4% to 5%).