Lab-Line’s original website had limited content, flat product listing, and minimal branding. Key issues:
Low engagement due to sparse product info and unclear navigation
Ineffective lead generation, with no clear forms or CTAs
Outdated visual design, not reflecting the company’s long-standing reputation
Goals:
Enhance product visibility and detail with engaging UX/UI
Introduce intuitive navigation and better IA for multiple chemical categories
Create clear, strategic call-to-actions to boost inquiries
Modernize design while maintaining brand reliability
Broke out product lines into distinct categories: Rubber Industry, Home & Wellness, General Chemicals
Moved Resources into a dedicated section with downloadable datasheets, company profile, and testing info
Adopted an industry-appropriate palette: crisp whites, steel blues, gray accents
Introduced clean, mobile-responsive layouts with hero banners and product showrooms
Added trust-building visuals: client logos, certifications, and expert imagery
Placed “Tell us your requirements” form and CTA button prominently on each page
Ensured a sticky header with quick access to contact, phone, and inquiry form
Cleared contact info in global site footer and contact page enhancements
Migrated to CMS for easier updates: new products, news, compliance documents
Implemented SEO best practices: metadata, headings, image alt-text
Enhanced page speed and mobile rendering
| Goal | Outcome |
|---|---|
| Enhanced Product Engagement | Longer session times, more product interactions |
| Increased Inquiries | 3× rise in form submissions within 2 months |
| Improved Brand Perception | Feedback praises clarity and professionalism of new layout |
| Easier Content Maintenance | Client now updates resources and products in-house without dev support |
