GO THE DISTANCE
Headquartered in Orlando, FL and operated as a wholly owned subsidiary of SPX Corporation, CUES is the world’s leading manufacturer of closed circuit television video (CCTV) inspection, rehabilitation, pipe profiling equipment and pipeline inspection/asset management software. For over 50 years, CUES has manufactured the most robust and reliable pipeline inspection equipment in the industry for sanitary and storm sewers, industrial process lines and water lines.
W|W executed a comprehensive website redesign for CUES that delivers an authentic, interactive brand signal that is commensurate with an actual experience customer have with the global business. Because the company has a strong reputation in delivering the best after-sales service, the website needed to reflect its service and repair departments as well as its extensive inventory of replacement parts. It was critically important to CUES that the website helped acquire new customers while also serving its existing clientele.
Built with performance and categorization in mind, W|W designed and developed two customized modules that provide the user with a more efficient experience when searching for a product, dealer or sales manager.
The products module was created for users to easily search the CUES catalog by several key attributes. It’s built using blocks in BlokBlok CMS that allow for the CUES web team to update and display specific information, such as product highlights, equipment capabilities and overall benefits.
CUES has a large network of dealers and sales manager across the world, and to help both new and current customers connect to a representative in their area, W|W created a customized directory search module that contains a map feature supported by Google Maps API and Mapbox, an open-source mapping platform for custom designed maps.
These modules were strategically created using first-of-its-kind categorization in a manner that accommodates and allows the end-user to easily find a product or person without having to know a specific name or title.
The project included a custom API integration between the company's selected third-party CRM platform, ACT!, and BlokBlok CMS. W|W connected the CMS form builder to the company’s CRM, which also provided CUES with the capability to fully-customize, update and map ACT! data fields to a form builder field. This integration aligned with CUES’ expressed goals to elevate and fuel sales, to help with lead generation and processing, and to efficiently enhance data collection.
The primary and secondary menus were designed to minimize the number of steps the end-user needed to take to navigate further into the site. A cross-browser compatible customized mega-menu was created for the equipment section of the website. It offers the user a clear understanding of the content and provides a path for deeper engagement. It also allows for products to be featured and promoted visually directly within the menu.
SEARCH ENGINE OPTIMIZATION
To more effectively connect with its target audiences, the project included a keyword analysis and peer audit to enhance CUES’ organic SEO. W|W optimized the new site for SEO through the site structure and architecture as well as through code and content strategy. By identifying valuable opportunities for growth, W|W improved the visibility of the CUES website among its competitors.