APPLETON, WI, August 2020 — Crane Engineering, a leading distributor of fluid processing technology to customers across the U.S., selected Weidert Group, a B2B inbound marketing agency and Diamond Level HubSpot Partner to develop and design a new, custom website on the HubSpot CMS.
This isn’t the first time Crane Engineering and Weidert Group have partnered together. The relationship stems back to 2014 when Crane Engineering relied on Weidert Group to help implement its initial inbound marketing strategy and assist with the launch of their blog and content resources. Then in 2016, Weidert Group helped build Crane Engineering’s first mobile-friendly HubSpot CMS website, which helped to skyrocket their online search rankings, traffic, and leads.
“Our company has evolved since then to offer new products and a new E-Store for online purchases, and our website needed to evolve with us,” said Sara Peters, Crane Engineering’s Marketing Communications Manager. “We’ve been so pleased with the results over the past four years that we knew we had to leverage Weidert Group’s talents and expertise again when it came to upgrading our website with new features, a fresh look, and a more sophisticated architecture.”
Before getting started, Weidert Group conducted an in-depth SEO analysis to uncover new opportunities and address needed improvements to the site’s architecture, such as its new mega menu navigation. It was important to the Crane Engineering team to be able to manage the website themselves, so a variety of user-friendly website page templates — including the use of HubDB for relational data store — were designed that allow them to make changes and add pages on their own.
“Since the launch, Weidert Group has also helped support the expansion of high-level product category pages,” said Weidert Group Strategist, Frank Isca. “These pages further help website visitors identify their needs, prior to being guided to the E-Store where they can choose products to specifically meet those needs. It’s been great to be Crane Engineering’s dedicated website partner through the years, and we’re glad we can continue to support them in their marketing and sales efforts.”
Weidert Group, founded in 1980, is a full-service business-to-business inbound marketing agency that has been a certified HubSpot Agency Partner since 2011, and achieved Diamond status as a top partner in 2020. HubSpot is the global leader in marketing automation software, with over 86,000 customers in more than 100 countries. Weidert Group provides all components of effective inbound marketing, sales, and customer service efforts, including web design, search engine optimization, content strategy, social media strategy and promotion, lead nurturing, voice of the customer programs, marketing and sales training and process design, and overall marketing management. Clients represent primarily business-to-business organizations in complex industries such as industrial manufacturing, distribution, insurance, and financial services.
About Crane Engineering:
Crane Engineering is a leading distributor of fluid processing technology in Wisconsin, Minnesota, Iowa and Upper Michigan. Its portfolio ranges from industrial pumps and valves, to specialized equipment like chemical feed systems and wastewater treatment equipment. Headquartered in Kimberly, Wis., Crane Engineering serves over 3,000 customers in 46 states.
Posted by Kelly Wilhelme
Kelly Wilhelme currently manages all of Weidert Group's marketing efforts. Through her past experience as an inbound marketing consultant on our client service team and, prior to that in financial services communication, she has a deep understanding of complex businesses and a desire to help them grow. Kelly has a passion for communication strategy, layout and design, as well as writing and content creation.