BETE Fog Nozzle is a Greenfield, Mass.-based spray nozzle manufacturer that produces more than 20,000 specially engineered nozzles used in various industries, with nearly one-third of its business in the international market. The company sought ZAG Interactive’s expertise in creating a powerful, easy-to-use website that effectively showcases its vast inventory of technically specific nozzles to domestic and international customers.
Defining technical priorities and unique audiences
ZAG delved deeply into BETE’s detailed technical requirements through multiple
discovery sessions that focused on the functionality and design of the new site, including our ability to dynamically model various nozzle performance features based on BETE’s data. BETE leaned on ZAG’s marketing strategy and business analysis teams to ensure both procurement professionals and engineers could quickly find information relevant to their needs.
Designing a data-driven user experience
ZAG then engaged in functional prototyping to overhaul the
website architecture and simplify the process of finding specific spray nozzles within a large inventory, while making products searchable by multiple filters. ZAG worked closely with BETE to define the site’s data architecture, which resulted in database creation, verifying and completing the database schema, creating a data layer, creating initial imports and determining data connections with BETE’s existing ERP database for subsequent product data updates.
Leveraging the Kentico CMS for custom development
The new, responsive site was built in the
Kentico CMS, allowing for extensive customization. ZAG refined the user experience to ensure all device types could utilize the multi-faceted search function to find products by alphabetical listing, spray pattern, feature, material and spray fluid. ZAG’s developers also built every page to feature a contact prompt that allows customers to get in touch with BETE representatives quickly for answers to any questions.
Custom development also included quote forms and dynamic applications.
Supporting SEO best practices
ZAG’s marketing strategy team coordinated with BETE’s own SEO resources to maximize the value of the content BETE migrated from its previous site, and to present these assets in
SEO-friendly formats.
In a project with complex technical and strategic requirements, ZAG created an industry-leading website that impresses by making it simple for customers to use the site and quickly find products they need, and allowing for easy administration.