Catexel is a global chemicals company that develops and manufactures oxidation catalysis technologies. Catexel’s science supports faster, safer, and cleaner ways of working in sectors including the textile, coatings, detergents/cleaning, and water treatment markets.
When they set about rebranding, Door4 was their partner of choice to create a responsive website to reflect their potential to make positive change possible for a diverse range of industries.
What we did:
We had strategic input from the outset and were heavily involved in the overall direction – transforming the ‘Catalysts for Change’ proposition into a stand-out digital presence. This early involvement was key to learning about Catexel and understanding their intellectual, problem-solving, and value-seeking audiences’ needs.
From here, we designed the site to showcase their IP and know-how from a technical and commercial perspective- setting them apart as a category-leading website. To inspire the next generation of scientific talent, we used geometric patterns, bold statements and images. Plus, we integrated social channels to create a dynamic ‘Hub’ area – populated with engaging content that signposts to relevant destinations across the site.
Why we did it:
The site’s aim was to convey the scale of Catexel’s work and the scope of their innovations. As a venture capital backed company, Catexel’s website is an important ‘shop window’ and they were keen for their site to reflect the business’s energy.
The slick user experience, along with The Hub’s fresh content, puts Catexel on par with its corporate competitors and customers – conveying the ‘power of positive change’ message in an inspiring way.
How we did it:
We worked with fellow agency, Refinery, to understand Catexel’s demographic, through a series of stakeholder interviews and a branding workshop. Content partner, Hattrick, conducted a channel mapping exercise and worked with us to devise the content strategy. Collaboratively, we achieved a user experience that delivers a broad technical and commercial overview of the business – successfully showcasing their runway as an innovator in the green chemicals space.
We used WordPress to create the site, with multiple navigation levels for a seamless feel and each page featuring hand-picked or commissioned images.
What we achieved:
Between June-July 2016, the new Catexel site saw a high number of visitors, with 44% organic searches and 30% direct traffic. Analytics revealed visitors looked at more than 3 pages; these statistics highlight that the time taken to understand the customer journey was worthwhile.
Enquiries to the site have risen, too, with many customers commenting that they didn’t know the scope of what Catexel does until they saw the website and its content. As more data becomes available, using a solid SEO strategy in the content marketing programme will help the site perform even better.