Designing a Multifunctional Digital Experience: A Unified Platform for E-Commerce, Education, and Lead Generation

The Need

OmniLyte needed to modernize its website to keep pace with evolving customer expectations and internal growth goals. A primary objective was launching an e-commerce store to streamline the sale of replacement parts, enabling customers to place orders directly online. In tandem, the company sought to enhance its online visibility through SEO improvements and provide educational resources that clearly explained their advanced technologies. It was also important to better showcase large equipment like ECA generators. While not sold online, these products required a strong digital presence to generate inquiries. Beyond sales, OmniLyte wanted to increase engagement with their service contracts and ensure the new website was easy to manage internally, addressing limitations with their existing platform. 

The Challenge

OmniLyte’s existing website presented significant limitations that hindered growth. The platform’s page cap restricted scalability, and there was no built-in ability to sell products online – an essential feature for their evolving business model. Over time, the content had become fragmented, making it difficult for users to find relevant information, especially when searching by industry. Lastly, the lack of integrated analytics due to platform restrictions meant they had limited insight into user behaviour, sales attribution, and conversion performance. 

The Solution

1. Strategic Discovery and Research-Driven Planning 
Our work with OmniLyte began with a deep discovery phase. We audited their existing website and marketing assets, and reviewed analytics to understand what was working and where opportunities existed. From this research, we refreshed ideal client profiles and customer personas, ensuring the project was guided by real user needs. This foundational work set the stage for a results-driven website strategy, with success tied to clear KPIs such as improved user engagement, persona alignment, and site clarity confirmed through usability feedback. 

2. Launching a Scalable E-Commerce Platform 
With a goal to sell over 800 replacement parts online, we transitioned OmniLyte to Shopify—a platform chosen for its scalability, ease of use, and ability to support future features like subscriptions and wholesale ordering. These changes laid the groundwork for consistent, measurable online revenue growth and transformed the website into a round-the-clock sales channel. 

3. Creating SEO-Optimized, Persona-Aligned Content 
We reorganized the website content around five core personas—from project managers to agricultural experts—ensuring each visitor could quickly find the most relevant information. Industry-specific pages were developed to feature suggested products, FAQs, case studies, and testimonials. All content was optimized for search, supporting KPIs like organic traffic growth, bounce rate reduction, and improved search rankings. The result was a content strategy designed to educate, engage, and convert. 

4. Enhancing Product and Service Visibility 
For high-value products like ECA generators, which aren’t sold online, we created dedicated marketing pages that clearly communicated product benefits and guided users to connect directly with sales via “Contact an Expert” or “Call Us” CTAs. These pages were designed to generate leads, not transactions, and their performance was tracked through conversion rates, form submissions, and contact requests. To grow service contract awareness, we added strategic callouts across product and industry pages, prompting more service inquiries and ensuring those offerings were no longer an afterthought in the digital experience. 

5. Driving Engagement Through User Experience (UX) and Support Tools 
We found that adding more pages created unnecessary complexity, so we streamlined the content to focus on what’s most relevant for customers. The result is a cleaner, more intuitive experience, with content designed to help users make quick, informed decisions. A robust support section with FAQs, manuals, and HubSpot chat will help reduce customer service queries. KPIs include increased chat engagement, more support content views, and a decrease in support ticket volume, all of which reflect the success of a simplified and user-focused website.

6. Structured Project Management, Rollout, and Ongoing Support 
The project followed a six-stage development plan: from tech setup and theme selection to design, content migration, SEO implementation, and responsive testing. We provided training for OmniLyte’s internal team to manage content independently. Post-launch success is monitored through a range of KPIs tied to traffic, sales, user behaviour, and ongoing client feedback. 

The Results

1. E-Commerce Website 
   A fully integrated Shopify site now powers OmniLyte’s online sales, supporting a catalogue of replacement parts with flexibility to scale as the business grows. The site includes secure payment processing to streamline backend operations. 
2. Persona-Aligned Content and Structure 
   Simplifying the website content and focusing on key information led to improved user engagement. Since launch, OmniLyte has seen a notable increase in average session duration, meaning visitors are spending more time on the site and finding the content more relevant. This shift to fewer, more valuable pages has enhanced the overall user experience and better supports OmniLyte’s leadership in water treatment.
3. Improved Lead Generation for High-Ticket Products 
   We developed marketing-focused pages for large equipment, such as ECA generators, with clear calls-to-action like “Contact an Expert.” These pages generate qualified leads while preserving the high-touch, consultative sales approach needed for complex products. 
4. Service Contract Visibility and Support Tools 
   Strategic service-related callouts were placed throughout the website to increase awareness and drive service inquiries. A dedicated support section, with manuals, FAQs, and troubleshooting content, will help reduce inbound support requests and improve customer confidence post-purchase. 
5. CRM Integration 
   Contact forms are fully connected to CRM workflows, ensuring every inquiry is captured and followed up. HubSpot integration also enables chatbot functionality, improving both responsiveness and lead tracking.
6. SEO and Analytics Setup 
   The website was launched with a strong SEO foundation and comprehensive analytics tracking, including Google Analytics and Google Tag Manager. Key performance indicators, such as online sales, conversion rates, and page engagement, are now in place to support ongoing optimization and ROI measurement.