Marubeni Komatsu

Lesniak Swann takes a consumer-led approach to the construction of the new Marubeni Komatsu website.

Marubeni-Komatsu, the UK’s sole distributor of Komatsu construction and utility equipment, has recently launched its new website, designed and built by integrated agency Lesniak Swann.

After a competitive pitch earlier last year, the team at Lesniak Swann was selected to completely overhaul Marubeni Komatsu’s existing website.

The objectives for the design and build of the new website were two-fold; deliver a site with an improved user experience, which is easy to manage and update. After impressing Marubeni-Komatsu with their strategic approach to the proposal, Lesniak Swann began work on the new website in Autumn last year, and the new site went live just before Christmas.

To enable users to navigate with ease, the new website has taken the familiar navigation style from a consumer eCommerce website, and uniquely applied it to a business-to-business situation. Product navigation is split into two strands, by application and product type, allowing users to quickly find the right product, even if they don’t always know exactly what that is when they arrive on the site. A FastTrax navigation bar, most commonly used on consumer retail websites, is featured on each page, allowing users to move easily between categories to quickly browse and locate relevant information.

The user experience of the website has been based on thorough research, with Lesniak Swann taking the strategic approach that they are well known for. With several different user groups identified, the website needed to allow multiple routes to varying degrees of product-specific information. Research showed that the website was often used in two stages of the purchase process; once to conduct initial research into the availability or existence of a certain type of product, and once more to retrieve more specific product information. Alex Swann, Managing Director, commented; “It’s the same with any form of communication; it’s essential to know your audience. We conducted research into the target groups of users we identified for the Marubeni-Komatsu website, looking into their journey to the website, the navigation styles they preferred, the type and hierarchy of information they were searching for. All of this allowed us to design a website that is intuitive to use, and allows users to find the pages they are looking for quickly and easily.”

Increased product information and images are featured on every page, with product screen tips highlighting key benefits about certain items. Slidable product filters allow results to be filtered based on categories such as weight and size, making the initial search for products a breeze. The page content is balanced for each type of user, allowing those conducting initial research to easily find the key information, and providing links to more detailed information for users conducting secondary research. Each page automatically formats itself into a product summary, featuring key specifications, when a user selects it for print, and downloadable PDFs are available for each product.

In terms of the look and feel of the website, Lesniak Swann have delivered a fresh, corporate design that highlights the range of products on offer, and focuses the user’s attention on the relevant product information and benefits. The website is fully mobile-responsive, adapting to any screen size, and features integrated social sharing and an RSS news feed.

To ensure that the website is easy to manage, the web team at Lesniak Swann incorporated a new Content Management System (CMS) into the design of the site. Where previously changes to the site could take days to complete, the new website can be updated in a matter of minutes. Lee Denny, Lead Web Developer at Lesniak Swann, explained; “We’ve included features such as the Multiple File Upload facility and Advanced Form Builder with submission logging and statistics, which makes managing the content effortless for Marubeni-Komatsu. Additional features including auto-generation of SEO keyword URLs and IP tracking allow Marubeni-Komatsu to keep the website optimised for search, and easily monitor website usage. Our unique CMS also integrates seamlessly with industry standard 3rd providers such as MailChimp and Google analytics to ensure all the services and information required to run a successful web presence can be found easily and intuitively in one place, providing a one-stop-shop for Content management and website promotion.”

The entire website has been built with SEO in mind, and there has been a 20% uplift in SEO on the main website even before the full launch. Lee commented; “we’ve achieved this lift in SEO by building the site with SEO in mind, from start to finish. Technical features like auto-generation of canonical links ensure SEO results are added to relevant URLs regardless of the route to the page. Now that the website is fully live and we can add all of the existing backlinks to the results, we expect to see a further increase.”

The Marubeni-Komatsu team are thrilled with the results. Duncan Adams, eCommerce Specialist at Marubeni-Komatsu, commented; “I have been delighted with the service from Lesniak Swann in delivering this new website for Marubeni-Komatsu. Not only does the new website better showcase our range of construction and utility equipment, but its responsive design means that it also looks great on a number of devices including smart-phones.”

“I have been delighted with the service from Lesniak Swann in delivering this new website for Marubeni-Komatsu. Not only does the new website better showcase our range of construction and utility equipment, but its responsive design means that it also looks great on a number of devices including smart-phones.”

Duncan Adams
eCommerce Specialist
Marubeni Komatsu


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