Three visitors, one website
An engineering company’s website is rarely read by one kind of person. At ATCO, three groups matter most:
| Who | What they want to know | What convinces them |
|---|---|---|
| Plant and project engineers | Can ATCO build the equipment we need, to our specification? | Product detail, capacities, materials, drawings and past installations |
| Procurement teams | Is this a credible, compliant supplier? | Company details, certifications, clients served, a clear way to ask for a quote |
| EPC contractors and consultants | Can ATCO take a package off our hands? | Scope ATCO can cover: design, fabrication, inspection, erection, commissioning |
The old website listed products but didn’t speak to any of them. It didn’t say clearly what ATCO does, which industries it serves, or why a buyer should trust it. It was slow on phones, and enquiries went to an inbox nobody watched closely.
How we organised it
We organised the site the way buyers search: by the equipment they need and by the industry they work in, so a visitor can arrive either way and find the same answer.
- Equipment families: gates and diverters, chutes and hoppers, screens and feeders, conveyor components, wear parts.
- Industries: steel, power, mining and the EPC contractors who build for them.
- Capabilities: design and engineering, fabrication, inspection, packing and dispatch, erection and commissioning. These match the scope items ATCO puts on every offer.
- Proof: the kinds of plants ATCO supplies and the work it has delivered, shown with permission.
A consistent visual language
Industrial equipment is hard to photograph well and easy to draw badly. We designed a set of clean line icons for each equipment family, starting with diverter gates, so every product page reads as part of one system. Where real photographs exist, they lead; the icons hold everything together where they don’t.
Writing for buyers, not just engineers
AI drafted first versions of the copy from ATCO’s brochures, offers and drawings, and suggested page structures based on what buyers search for. Then the directors rewrote it until it sounded like ATCO.
The rule we followed: every page opens with a plain sentence a procurement manager could repeat to their boss, then gives the engineer the technical detail underneath. Nothing is hidden, but nothing is in the way.
Every page opens with a sentence a procurement manager could repeat to their boss.
Built to load fast and be found
- A light, fast site that works well on phones, because many first visits come from a link shared on WhatsApp.
- Clear page titles, descriptions and structure so search engines understand what each page is about.
- An enquiry form that reaches the right person, with the details ATCO needs to prepare an offer.
- Analytics from day one, so decisions about what to add next are based on what visitors actually read.
What changed
ATCO now has a website it can send to a procurement team with confidence. It explains what the company makes, who it works for and how to ask for a quote, and it is ready to grow as new equipment families and projects are added.