WebsiteNova Lub2024
More than 20 years in business, technical products and a website that needed to show all of it without looking like a PDF catalog.
- Client
- Nova Lub
- Role
- Web designer and WordPress developer
- Reading
- 1 min
- Disciplines
- Website redesign, WordPress, Information architecture
The context
Nova Lub makes lubricants for industries such as drilling, crushing, mineral processing plants and transportation. It has more than 20 years in business and a line of technical products, with customers who arrive at the site already knowing what they’re looking for.
The pain
The typical visitor is a buyer or technician looking for the right product for their industry. A generic corporate site, with “about us” front and center and products tucked away, makes that person give up and call the sales team, or go to a competitor.
The solution
I built the new site in WordPress, from planning the structure to implementation. The homepage opens with the industries served, because that’s how the customer thinks: first “what is it for”, then “which product”.
Each product has its own page with a technical description, recommended uses and performance grade, plus a short path to reach the sales team.
The idea is for the page to answer what a buyer would otherwise ask over the phone. By the time they reach the sales team, they already know which product they want.
What I took from this project
In technical B2B, information architecture is the product. The decision that mattered most was the order of the menu.
