From a global industrial pump engineering firm to a digital presence that organises solutions, sectors and services.
Torishima
Japanese manufacturer of high-technology pumps, with more than a century of history
01. The starting point
Torishima got in touch with us from their European headquarters in Glasgow.
The company was working on its digital marketing strategy and had a clear objective: to develop a new website for Europe.
Behind it is a Japanese manufacturer with more than a century of history. But the brief was born in Europe and had to solve a European problem.
02. What had to be solved
Torishima combines pump manufacturing with specialised industrial services.
In Europe, the challenge was building a digital presence able to organise that offer and explain clearly both the product solutions and the maintenance services delivered from Europe and the UK.
It also had to answer to different markets and to technical and commercial profiles with different needs.
The key question:
How do you turn a complex industrial offer into a website that is clear, useful and business-driven?
03. How we approached it
We started with a strategy phase.
We analysed the existing sales processes and studied which services were most relevant for the European market.
We defined the main buyer personas and reviewed how competitors positioned and communicated themselves.
We also ran a keyword study in English and Spanish to understand how users searched and which opportunities the new content architecture had to take.
04. What we did
The result of the project drew attention inside the organisation itself.
The new European website offered a clearer, more orderly and easier structure to use, and other international offices wanted to bring that same approach to their markets.
Starting from the base developed for Europe, we extended the system to Torishima Middle East, based in Dubai.
05. The result
What began as a new website for the European market ended up becoming a digital model valid for other regions of the group.
Torishima Europe now has a far more orderly digital presence, aligned with its commercial priorities.
And the architecture, the design and the way of organising the offer proved solid enough to serve as a base in other international markets.
A website designed for Europe that ended up being the starting point for the Middle East.
