The working relationship between IMI Critical Engineering and ExtraMile Communications began in June 2020. IMI Critical are a specialist engineering business that design, manufacture, and install precisely engineered flow control solutions which are used within critical infrastructure plants for a variety of purposes.
The company needed a fresh, bespoke website to replace its outdated and underutilised predecessor. Like the highly specialised products that IMI Critical produce for their customers, they needed a carefully crafted and curated website to act as a modern lead generation tool.
IMI Critical needed this new site to demonstrate a strong brand image: one which was representative of their professional, world-leading engineering organisation. The site also needed to be able to accurately track leads, utilising the insights afforded by tools such as Google Analytics. It was crucial that the new platform also clearly conveyed IMI Critical’s bespoke offering and unique consultancy approach.
There was one final criterion that IMI Critical needed their new website to fulfil, and that was that it needed to be easy to maintain in-house. Their previous site had been difficult to update, and, as in any fast-moving industry, a website with a laborious update process simply cannot serve its intended function effectively.
The project ExtraMile undertook with IMI Critical presented a lot of fantastic and unique challenges – fantastic in that they were excellent opportunities for learning and growth. For example, IMI Critical, a division of IMI Plc, operates within 11 different sectors, with 16 world-leading brands, with each servicing one or more of 32 separate industries. Therefore, IMI Critical – the severe application arm of IMI Plc – had to differentiate itself from its competitors, whilst also remaining consistent with the overarching brand guidelines of its parent company.
This dichotomy between differentiation and consistency could have proved to be a tricky balance to strike and retain. However, with clear, consistent communication at every stage of the project’s life cycle, ExtraMile were able to work closely with IMI Critical to ensure that the project was on course to deliver precisely what was required. By making no assumptions, ExtraMile ensured that the work completed was reliably moving IMI Critical closer to their desired destination: a modern, attractive, fully-functioning website.
As previously mentioned, IMI Critical Engineering provides bespoke engineered solutions that are used all over the world, in a multitude of contexts, which serve a variety of specialist functions. As such, one of the key challenges with the IMI Critical website was to ensure coherence and ease of use for all the site’s visitors.
Simple, but intensely practical measures such as implementing an advanced filtering search system meant that users would be able to quickly and intuitively find the information they were looking for. A speedy and logical flow of information throughout the architecture of a website is an essential component of quality user experience (UX). The better the UX, the greater the likelihood of maximising conversions, revenue, and return on investment.
“The new website is a huge step up from our previous website. ExtraMile have helped to produce a much improved user experience, a great looking website which engages the customer. We’re already benefiting from the changes with some great leads coming through the site. The new website is like night and day against the old site.”
– Mike Semens-Flanagan – Director, Global Engineering
If your website is due for an upgrade, and you have specific, bespoke requirements that your new site needs to perform, please get in touch with us and let’s explore how we can move forward together.