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Armstrong Fluid Technology
Armstrong Fluid Technology (AFT), a prominent HVAC manufacturer based in Toronto, faced significant challenges with their online presence. Despite their reputation as a leader in the industry, their outdated website was failing to meet user expectations. Over 80% of the website’s traffic was irrelevant to the company’s services, and the site’s 70+ pages lacked cohesion, making navigation confusing for users. The homepage did not effectively engage potential customers, and the website was not optimized for mobile devices, further hindering user experience and performance.
Location:
Toronto, ON
Employees:
1200
Project Details
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The Ask
The Ask
AFT sought Pragmatica’s expertise to overhaul their digital presence and address several critical issues. Their goals included creating a cohesive website that provided a seamless user experience, improving navigation, and enhancing the site’s performance across all devices. AFT also wanted to reduce irrelevant traffic by implementing effective SEO strategies and updating their content strategy. Ensuring that the website adhered to modern web standards, including mobile responsiveness and security, was a top priority.
The Process
The Process
Pragmatica approached the project with a comprehensive plan to transform AFT’s digital ecosystem. The process began with multiple discovery calls to identify key pain points and areas for improvement. Pragmatica analyzed user behavior, determining which pages, images, and videos would best engage AFT’s target audience.
A new user-centric content strategy and simplified navigation structure were developed, making the website intuitive and easy to use. Extensive SEO optimizations were performed to attract relevant traffic and improve search engine rankings. Pragmatica also created a device-agnostic sitemap to ensure the site functioned seamlessly across all devices, from desktops to mobile phones. A powerful content delivery network (CDN) was implemented to improve site speed and reliability, supported by an enhanced hosting solution and a Web Application Firewall to bolster security.
The Result
The Result
The redesigned AFT website became a cohesive and efficient digital platform that delivered a significantly improved user experience. Key performance metrics highlighted the success of the project:
- Web Performance: A 247% improvement in the first 60 days.
- Traffic Growth: An 18% increase in online traffic within the first 90 days.
- Efficiency Gains: AFT saved approximately 8 hours per week managing the new website.
Users found the navigation intuitive, and the optimized content attracted a more relevant audience. The addition of robust security features enhanced user trust, while the mobile-friendly design ensured accessibility across all devices. “With an engaging web design and strong SEO performance, we are now in a much better position to grow our online presence,” said Ravish Ghani, Development and Release Manager at Armstrong Fluid Technology.
Future Plans
Building on this success, AFT plans to continue optimizing their digital strategies with Pragmatica’s support. Upcoming initiatives include further refining SEO efforts, integrating additional interactive tools, and exploring advanced analytics to gain deeper insights into user behavior, ensuring sustained growth and engagement.
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