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Opportunity

For the 48-year-old chemicals manufacturer, Polywater, it wasn’t enough just to arrive in the digital age—their team wanted to make a splash. Polywater embraced digital transformation and showcased new branding with a new + fully responsive website.

Br8kthru, Polywater, and several partners collaborated to create a global, multilingual, WCAG 2.0AA accessible website that expanded on-site education, highlighted thought leadership + consolidated management of multiple sites into a single platform.

Several goals were infused into the new Polywater.com website:

1. Increasing brand recognition and share of search
2. Creating the Polywater Knowledge Hub to house educational resources
3. Making safety data sheets easy to access and navigate
4. Ensuring accessibility standards through WCAG 2.0 AA accessible certification
5. Sales enablement + integrating other marketing tools, including HubSpot, Vidyard + Google Analytics

Polywater screenshot graphic

DISCOVERY + ANALYSIS

Br8kthru and Polywater worked through the discovery phase of the website together. Through guided conversations and team learning sessions, we defined a shared vision for the new website. Discovery milestones included:

  1. Stakeholder interviews. We talked through how current employees use the website, pain points of the current UX, and no-limits wish lists for the updated website.
  2. Requirements definition. With a basic idea of required functionality gained from the goals set for the website, Br8kthru and Polywater collaborated on the nuts and bolts to determine the best path forward based on how the website would be used.
  3. Web content lunch + learn. Creating a searchable website that increases organic traffic and time on page was a primary goal of the new website, so Br8kthru led a lunch and learn for the Polywater team on how to use foundational discovery documents to guide content topics and write copy that fulfills on-page SEO requirements.

STRATEGIES + TACTICS

Once we documented and agreed on the definition and requirements, we moved through our website creation process including everything from wireframes and hi-fi designs to development and content entry. Br8kthru worked alongside Polywater for shared alignment with team huddles and trainings every step of the way. Polywater Sitemap

RESULTS + MEASUREMENT

After completing rigorous quality assurance (QA) testing, translations and accessibility certification, the website launched with immediate impact.

“This project required a high level of expertise and collaboration every step of the way,” said Robin Francis, Polywater’s director of content marketing. “Br8kthru served as a partner in every sense of the word to help us create Polywater.com 2.0—a multilingual, accessible resource hub that differentiates Polywater among its industry peers.”

This is just the first of many steps to improve Polywater’s digital presence. Phase II discussions are underway around advanced analytics + measurement, additional functionality + SEO improvements to support Polywater’s long-term organic visibility.

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