From idea to subsidiary company in just one website
Word of mouth in the business environment for 19 years brought a stream of customers, and the website was more of a formality. Over such a long period of work, the team has implemented dozens of projects, and based on this experience, ready-made solutions for specific industries and tasks have emerged.
The task was responsible for us: to present the new EMS brand online and attract customers through the website.
The client wanted the design of the site to emphasize the technology, status and reliability of the company, but at the same time to be modern and minimalistic. First we had to combine everything — the company's philosophy, the client's vision and our ideas, so we started by creating a brandbook.
A brandbook helps to keep all brand elements in a single concept and eliminate chaos.
If you create a website first and then, in between, add a logo, fonts and colors, the whole brand image risks becoming disjointed. Even if the site sets the style, it cannot guarantee the consistency of all elements. Sooner or later, the company will still come to the creation of a brand book — and with it a costly rebranding. That is why it is a strategic decision to work out the basis of corporate identity at once, which will save the company's resources and time in the future.
The logo was given the texture of steel, at the same time emphasizing the company's solid expertise.
The slogan “All facets of automation” reflected the approach to work — versatility, depth and attention to detail.
The typeface: minimalist, sans serifs, easy to read — ideal for modern and technological design.
Complex technical projects need simple presentation of information. That's why we created a structure where text and graphics don't compete, but reinforce each other. And we added air between them to avoid overloading the user and to help them focus on the essence.
Photos of installations and processes add a sense of reliability, because the client is looking at real projects, not abstractions.
Users value time. It's a fact. Therefore, instead of a traditional menu, we added cards with brief descriptions of the pages to the navigation. The user, without going inside, already understands what's coming. It works like a mini-preview: just move the cursor and you can see what is hidden behind the link. This approach helps the client to quickly navigate and move around the site.
Automation is always about unique tasks, but we noticed that the queries when searching for company cases are similar. That's why we tagged each case with the following tags: industry, technology. This simplifies the decision-making process.
To convey the technology and innovativeness, we added subtle elements to the design - for example, grids and schemes that are associated with control systems. It's like a hint of the complexity of the processes the company solves, but without overloading the visuals.
We made the interface not just user-friendly, but solving users' problems even before they formulate them. Every decision in the creation of the site helped save customers' time at different stages.
Floating navigation allows you to quickly navigate around the page, and at any moment go to the necessary section.
We improved the search on the site by adding popular queries and organizing the results into convenient categories.
We have simplified the feedback form, leaving only the necessary fields and adding the ability to upload technical specifications for the convenience of customers.
Search on the site is often frustrating: you enter a query and the answers are chaotic and not very helpful. We've done something different: we've added queries that are searched for most often and divided the results into convenient categories.
The feedback form determines whether a client leaves his contact or not. That's why we removed everything unnecessary in it: only the necessary data to start a dialog. We added a field for uploading a technical specification, because we realize that most clients are engineers and specialists who would rather describe their task with a document than with words.
Initially, given the complexity of the design, we proposed to develop the site on Laravel - a framework that is ideal for ambitious tasks. But the client's budget was lower than necessary for this framework. So we decided to look for alternatives. From a large number of CMS the choice fell on Wordpress. However, working with this CMS for such a complex project was not without difficulties.
After the design was agreed upon, we moved on to the layout. In order for the site to bring
customers faster, the pages began to layout as they were ready.
We won't go into the differences between Grid and Flexbox, but we'll break down a few tricks
from our frontend developers.
For example, the menu stays in place as you scroll down the page, but is scaled down so it doesn't take up too much space. This smooth zooming makes interaction more convenient and functional, and navigation is always at your fingertips.
Vertical scrolling is done with an inertia effect, this approach makes viewing content smoother and more enjoyable.
Each interactive element — be it a button, link or card — has a highlighting effect or color change when the cursor is hovered over. This makes the site lively and engages the user.
An interesting task awaited us at the backend development stage. The first screen of the site is a high quality video that clearly demonstrates automation processes and immediately attracts attention. In order not to sacrifice loading speed, our backend-developers divided the video into fragments that are loaded one by one.
The main and most important functionality of the site is feedback forms. We implemented RabbitMQ for them. It helps to organize the exchange of messages so that each part of the system performs its tasks without overload and delays. For the client it means that the site will work, and data will be sent, even with traffic growth and site expansion without loss in performance.
The whole project was implemented using the “Factory” design pattern. It selects which method and class should be chosen depending on the user's request. If in the future it is necessary to modify the site — for example, to add a new page or change functionality - it will not require a global code revision.
After that, the tester came into action — he checked that everything worked smoothly. He tested feedback forms, buttons, videos and banners so that they worked correctly and were displayed on any device. We paid special attention to the speed of page loading, the logic of menu and section transitions.
We also checked the admin panel: whether it was convenient to add tariffs, news and images. In addition, we tested the load-bearing capacity of the site, so that it remained fast and stable even with a large number of visitors. After the elimination of minor defects, the site became fully ready for launch — fast, convenient and reliable.
The site has become not just a showcase of services, but a real assistant in attracting new clients. The company has received a tool that will help it start a new chapter in business development.
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