Case Studies
Launching a range of cutting-edge products in emerging markets globally
Broadley-James, a leading supplier of pH and dissolved oxygen sensors for life science, approached HappyKite to overhaul their outdated, non-mobile-friendly website, which was hindered by an obsolete and malfunctioning content management system.
Client:
Broadley-James
Website:
What we did
Discovery & Strategy
UX Wireframes, full mobile & site design
Fully bespoke WordPress theme
Custom Hreflang plugin for linking EU and US businesses
Ongoing design, development and full service marketing retainer
Project Summary
Broadley-James are a market leader in sensors for various industrial and pharma applications. They specifically excel in pH and DO sensors for BioProcess application.
They approached HappyKite because their website was very dated and did not work on mobile, it was also hard to update as it had a proprietary content management system which had not been updated and did not function correctly.
The Initial Project
Broadley-James partnered with HappyKite to develop a tailored eCommerce platform that facilitated quote requests for their specialised products. Broadley-James operates within a very niche market, and their product offerings required careful organisation and presentation. To address this, we conducted a strategic workshop focusing on best practices for information architecture and market segmentation, aligning their product categories with two key sectors: industrial use and BioPharma.
We recommended this split based on the distinct needs of these two markets, ensuring minimal overlap in product usage. Following this, HappyKite designed a fully responsive, custom WordPress theme. The project also included developing a custom plugin for accessory management and a bespoke documentation platform to maintain version control over their public facing documentation.
Our Ongoing Partnership and Growth
The website launch marked the beginning of an ongoing collaboration aimed at optimising Broadley-James’ digital presence. We have continued to enhance site traffic, implement metrics to measure marketing effectiveness, and streamline the tracking of product sheet downloads and lead generation.
In addition, we integrated the site with OpenCRM, automating the synchronisation of enquiries, quote requests, and downloads with their CRM, facilitating faster response times for the sales team. We’ve supported their growth on LinkedIn, led multiple successful Google Ad campaigns, and helped secure high-value 6-figure leads at a very modest cost.
Launching Single-Use Sensors
In recent years, Broadley-James have developed a ground-breaking range of Single-Use sensors, designed for their existing BioProcess market. However, this radically new product required a unique marketing approach.
HappyKite collaborated with Broadley-James to develop a dedicated section on their website for the new product line, developed a design language, and assisted with its rollout across print, social media, email marketing, and even conference booth banners and handouts.
By identifying key search terms and optimising for SEO, HappyKite helped Broadley-James achieve the top search ranking positions for these terms in both the US and Europe within nine months.
The Results…
The results of this ongoing collaboration have been remarkable. Within the first year of launching the new site:
This partnership has continued over 8 years, with HappyKite continuing to deliver value through various initiatives and ongoing projects. Together, we are driving sustained growth and success for Broadley-James.
We have several projects that we’re working on together and are excited for the future for Broadley-James
HappyKite have provided a professional, streamlined approach to our web site development. The European project, although complex, was handled with expertise from concept through to delivery with great communication, understanding of a technical product and sophisticated market, all delivered in budget and on time.
After presenting it to the parent company in the USA, they liked it so much they commissioned HappyKite to undertake the total redesign of the US site as well.
Andrew Hayward, EU Director
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