SEO-driven repositioning that makes complex technology findable again after a redesign that missed the mark.
Web design & development
SEO
Project overview
Electron ETG, a specialist in industrial heat, process and metal technology, wanted to improve their online visibility and structure following a suboptimal website redesign. We repositioned the site with a focus on SEO, content structure and usability. The result is better findability, a clearer experience for visitors and a solid foundation for further marketing.
The challenge
Following the merger of three companies, Electron was operating under a new name with a new website. That website turned out to be virtually invisible in Google. Pages were not being indexed, language versions were mapped to the wrong URLs, and both technical and on-page SEO were entirely absent. The result was a clear drop in organic traffic, visibility and qualified enquiries, at precisely the moment when the new brand name needed to build recognition.
Our approach
Redefining structure and target audience
We started with interviews with Electron's management and engineers to sharpen their propositions, target audiences and applications. The existing website structure proved illogical for both users and search engines. Through in-depth research into target audiences and their information needs, we restructured the site to be logical, scalable and accessible for technical decision-makers.
Technical depth translated into effective content
Electron operates in a technically complex market. Content therefore had to remain substantively strong without undermining expertise or credibility. We rewrote copy with a clear hierarchy, strong headings and scannable sections, so that both engineers and procurement specialists can quickly find relevant information and immediately recognise Electron's expertise.
SEO and conversion as the foundation
SEO, structure and conversion optimisation formed the absolute core of the approach. We optimised URL structures, internal links, headings, metadata and content, and added targeted calls to action. The focus was not only on findability but also on encouraging meaningful actions such as contact enquiries and downloads.
Implementation
Using FUSION, we took the following steps:
Rebuilding navigation and page architecture
We developed a new navigation structure and created clear category pages aligned with both search behaviour and user logic. Products that had previously been buried within combined pages were given their own dedicated space, increasing both SEO value and findability.
Content, wireframes and flow optimisation
The entire website flow was reviewed. Wireframes, copy and page structure were revised to guide visitors intuitively through the offering. Additional calls to action were placed strategically to increase conversions without compromising technical credibility.
Supporting with performance marketing
Alongside SEO, we launched Google Ads campaigns to generate immediate visibility and traffic on strategic search terms. These campaigns were continuously optimised for relevance, clicks and conversions, complementing the organic growth.
"Dutch Synergy quickly got up to speed with our technology and is a genuine sparring partner at our level. We safeguard the technical content; they handle the translation into the market. That collaboration works."
Jos Koelewijn, CEO
The result
Recovery and growth in online visibility
The website is now correctly indexed by Google and shows a clear increase in organic traffic, both in absolute terms and relative to other channels. Electron is once again findable on relevant search terms within their technical domain.
Higher-quality interaction and conversions
Visitors stay longer on pages, navigate more purposefully through the site and take action more frequently. This has resulted in more downloads, better-qualified contact enquiries and a noticeably more relevant inflow of leads.
A durable foundation for further growth
Thanks to the restructuring and SEO foundation, the website is now scalable and future-proof. New content, product groups and campaigns can be added without causing structural problems again.
Impact and relevance
This case demonstrates how we successfully translate complex industrial technologies into a strong online positioning. We understand both the technology and the market, and move comfortably between engineers, management and commercial audiences.
By maintaining the balance between substantive depth and marketing effectiveness, we help industrial companies like Electron make their expertise visible without compromising credibility. This makes us a strategic partner for technically driven organisations that want to grow structurally.
What's next
Our collaboration with Electron ETG continues with the further development of their online positioning. With a new, clear structure that presents services and technologies in a logical way, we are building a website that supports both findability and commercial performance. We also serve as their complete online marketing partner for developing and executing their marketing strategy, focused on sustainable growth and lasting visibility.
Why choose Dutch Synergy?
Speed, quality and client focus are at the heart of everything we do. Whether it is a complex industrial website, a strategic marketing campaign or content creation with limited resources, we deliver. Ready to position your organisation as effectively as Electron? Get in touch and find out what we can do for you.
