Ulterra Drilling Technologies, an international leader in PDC bit design and downhole tools for the Oil & Gas industry, launches their new web design by Moon and Owl Marketing.
The site design uses Ulterra's iconic teal colors throughout with key calls to action and links in their official secondary color, lime green. Their unique teal colored drill bits are known throughout the industry and we wanted the site to echo that.
By mixing product photos with sketch drawings, the look of the site reinforces Ulterra's design capabilities.
The homepage wireframe design optimizes the clarity of their chief value proposition while placing their two lines of technology front and center (PDC drill bits and downhole tools).
In addition, end-user interactive apps that allow Ulterra's customers and potential customers to run customized calculations on important industry KPI's such as rate of penetration are forthcoming.
As Ulterra sells their bit in volume through a longer-cycled sales process than say someone buying a pair of shoes on Amazon, we put Discovery Call call-to-action buttons throughout the site in a familiar location for the end-user.
We wanted the look of the site to differentiate Ulterra's innovative, tailored solution approach from the one-size-fits-all offerings of many PDC bit designers.
Ulterra can develop a custom prototype bit for any given drilling situation faster than anyone else in the sector. To reinforce their unique approach, we knew we needed to break away from the traditional layout and look of most oil and gas sites (see below).
Traditional Looking Oil & Gas Sites
Ulterra Additional Site Pages
Product Page
Important conversion design elements are included in product pages.
- Product call-out sections highlight end-user advantages for quick "what can you do for me" benefits.
- Video elements are also present for a those who would rather click-and-watch than read.
- Printable product PDF's are accessible for those needing to forward technical documents and printouts of key documents to take to their team.
- Finally, a link to an article bank based on an easy-to-use tag system allows those site visitors who want more information to drill down into case studies, feature articles and more for each product. All Ulterra has to do is tag the blog article with the product name, and it appears in the article bank.
Article Bank Page Example
This article banks allows detail oriented visitors to read until their heart's content. Those who feel they've completed their research can schedule a discovery call at any point in their online journey-homepage, product page, or any article within the article bank.
SEO and Discoverability
The site is built upon a robust pre-design search engine optimization (SEO) and content marketing strategy. This pre-work which partners Moon and Owl web designers with our SEO specialists is what sets apart a Moon and Owl site from other agencies and discount designers.
We begin with the end in mind, getting you discovered, liked and trusted online.
Deep interlinking between content and other on-page SEO elements were built into the site's design and development with a clear target of what key pages need to rank highest in the hierarchy.
Ulterra is dominating high volume search terms for keywords surrounding PDC drill bits and downhole tools.
Ranking Results
Site Traffic
In just two weeks since launch, site traffic, which was already in the 3,000 visitors-per-week range has doubled. This growth is before any press release pushes or announcements. Purely organic SEO gains are driving these results until we perform a publicity blitz next week.
And Of Course, Mobile Responsiveness
It's 2018. Your site better look and work great on mobile. As a B2B technical business, a majority of Ulterra's users still arrive on the site through a desktop, we still want a great responsive feel. This is especially true as we add new interactive apps and calculators to the site for personnel to use out in the field.
We made sure the mobile elements of design were thoroughly tested.
Social Media Inclusion
You might think it rare for an oil & gas drilling technology company to spend much time on social media, but the folks at Ulterra have developed quite a following on their LinkedIn, Facebook, Twitter, and even Instagram (yep!). They also have a robust YouTube channel with more videos in the works. We made sure these platforms were accessible to site visitors.
Expandable Site Design
When we set down in our initial planning, Ulterra shared they have some big ideas on the horizon. We built the site with expansion capabilities in mind, including the way the navigation operates, product category pages can increase in scope as we add new products without the need for a redesign, and other considerations for site growth as the company grows.
A master-planned sitemap of future additions is already in place allowing Ulterra to phase in the desired pages and new features as they become ready.
Check out the live Ulterra site at https://ulterra.com.
Moon and Owl Launches Ulterra Drilling Technologies Website is courtesy of: www.moonandowl.com
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