4 minutes
Case Study: Transforming an Oil Company’s Website
October 31, 2024
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In 2017, LOG OilTools, a company providing specialized tools and solutions to the oil and gas industry, found themselves operating with an outdated website that failed to meet modern standards. The site, built on a basic template, lacked the necessary design elements to engage users and the SEO features essential for growing their online presence. Without a functional design or search engine visibility, the company was losing out on potential traffic and leads. That’s when Well Web Design stepped in to give LOG OilTools a complete overhaul, improving both user experience and SEO, with a dramatic increase in results.
When LOG OilTools first approached Well Web Design, their website hadn’t been updated since 2017. The site was largely text-based, featuring a generic layout with minimal customization. Built on a template, it lacked any unique design features that could set the brand apart or communicate its expertise. The functionality was basic, offering little in terms of user engagement, which ultimately hurt the company’s ability to turn site visitors into potential leads.
Equally concerning was the complete absence of SEO elements. LOG OilTools’ site had no meta titles, descriptions, or alt text for its images. Additionally, a sitemap had never been submitted, making it difficult for search engines to properly index the site. This meant that despite being in a highly competitive market, LOG OilTools wasn’t being found by potential customers searching online. The result? A stagnant online presence with little to no organic traffic.
Beyond SEO and design issues, the website looked unprofessional, which impacted visitors’ perception of the brand. Moreover, the site was not optimized for mobile users—an essential in today’s world where a large portion of web traffic comes from mobile devices. Navigating the site on a smartphone or tablet was cumbersome, causing mobile visitors to leave without engaging.
Understanding the depth of the challenges LOG OilTools faced, Well Web Design embarked on a full-scale redesign and optimization project, starting with a collaborative process that included a discovery call to clarify the company’s needs and objectives.
The first step was replacing the outdated template with a custom design that reflected LOG OilTools’ position as a leader in their industry. Well Web Design created a sleek, modern interface with a user-friendly layout that worked flawlessly across all devices. The new design was not only visually engaging but also intuitive, with a clear emphasis on guiding visitors through the site seamlessly.
A central aspect of the redesign was overhauling the navigation system. The original site had a cluttered and confusing menu structure, making it difficult for users to find information. Well Web Design reorganized the navigation, making it more straightforward and logical, significantly enhancing the overall user experience. This improved flow encouraged users to explore more of the site, increasing their likelihood of converting into leads.
From an SEO perspective, Well Web Design ensured that LOG OilTools had everything in place to boost its online visibility. This included:
To track the site’s performance and growth, Google Search Console and Google Analytics were also integrated. This allowed LOG OilTools to monitor how their site was performing in real-time and gain valuable insights into user behavior.
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After seeing the remarkable results of the initial redesign, LOG OilTools returned a year later with new requests to further improve their site.
LOG OilTools wanted to expand their reach by localizing their website into Hungarian. Well Web Design translated the site, allowing users to toggle between English and Hungarian seamlessly. This opened up new opportunities in the local market and helped LOG OilTools gain visibility among Hungarian-speaking users. The new version was fully optimized with industry-specific keywords in both languages, boosting the company’s organic search presence.
Well Web Design also refined the site’s navigation system further, making it even easier for users to explore the full range of services. This was complemented by updates to the product pages, where new image carousels were added to showcase their tools in a more dynamic and engaging way. The visual elements made it easier for potential clients to see the full scope of what LOG OilTools had to offer.
To enhance LOG OilTools’ social media presence, Open Graph tags were implemented. This ensured that whenever the website’s content was shared on social media, it would appear in a professional and polished format. This helped create consistency across platforms, strengthening LOG OilTools’ brand identity.
The initial redesign, combined with a robust SEO strategy, led to a significant boost in organic traffic. LOG OilTools’ website, previously invisible to search engines, began to rank for important keywords, drawing in visitors organically. After the localization updates, the site saw an even bigger surge in traffic, as it tapped into new markets with optimized content in both English and Hungarian.
As a direct result of the improved user experience and streamlined navigation, LOG OilTools experienced a 86% increase in conversion rates. Visitors were not only staying on the site longer but were also more engaged with the content, leading to more inquiries and lead generation.
Following the SEO optimization and localization efforts, LOG OilTools’ global visibility greatly increased. Within just a few weeks, the website recorded 6,000 impressions globally, demonstrating the power of an SEO-focused strategy combined with high-quality content.
Thanks to the modern design and professional appearance, LOG OilTools now had a site that represented their brand’s expertise. Users were interacting with the site more, exploring product pages, and engaging with the rich visual content. Additionally, the improved mobile performance meant that visitors could now access the site seamlessly from any device, further enhancing engagement.
Through a custom design, an SEO overhaul, and targeted localization efforts, Well Web Design was able to transform LOG OilTools’ website into a high-performing asset that drove substantial traffic and conversions. By focusing on both functionality and aesthetics, the site now delivers an exceptional user experience while being fully optimized for search engines.
If you’re ready to take your website to the next level and boost your online presence, contact Well Web Design today for a free consultation.
