Frain Industries, a prominent provider of manufacturing equipment, offers an extensive list of products on its website (over 8,000 to be exact). The company serves industries like consumer packaged goods, food and beverage, pharmaceuticals, cosmetics, and many more.
Frain promises speed: rentable machines on your floor within 48 hours!
However, the company’s website struggled to align with its key competitive advantage. With thousands of SKUs, the site lagged under the weight of duplicate pages and walls of text.
Then, VisualFizz entered the picture. The agency aimed to swap the old interface for a sleek storefront that could surface any machine in seconds, safeguard hard-won SEO, and accurately represent Frain’s forward-thinking brand.
The Challenge: Outdated User Experience and Web Design
In creating the new version of Frain Industries’ website, VisualFizz did not start from scratch. The agency needed to make changes without damaging Frain’s organic traffic.
Throughout the project, the VisualFizz team tackled four critical challenges:
- Safeguard SEO equity: The SEO team planned to minimize volatility and retain traffic while reorganizing site architecture and developing a new platform.
- Untangle duplicate pages: VisualFizz consolidated overlapping product listings created by inconsistent naming and manual uploads. This effort aimed to prevent keyword cannibalization and improve crawl efficiency.
- Impose a scalable hierarchy: The team restructured thousands of SKUs into a clear taxonomy that supports intuitive navigation and future catalog growth.
- Modernize legacy content at scale: VisualFizz migrated and reformatted extensive historical copy without manual re-entry. This preserved data integrity, institutional knowledge, and user experience.
The Solution: Modern Website Development
VisualFizz redesigned layouts and site structure to improve user navigation and usability, creating a visually intuitive infrastructure with SEO principles baked in.
A Smoother Journey for Every User (on Both the Front and Back End)
No more layouts with walls of text! VisualFizz replaced the chaos with clean visuals and category hubs in the staging environment. Instead of getting lost in disorganized files, procurement teams could locate packaging lines or turnkey fillers in just a few clicks.
Purging Duplicate SKUs to Build One Clutter-Free Catalog
Years of manual uploads left Frain’s catalog tangled with redundant product pages.
VisualFizz happily took on the challenge of cleansing the data. The team conducted a deep audit to merge overlapping entries and remove outdated listings. This trimmed load times, clarified navigation, and restored much-needed clarity to the search process.
In the new environment, team members no longer need to ask, “Which page is the real one again?”
A Made-to-Scale SEO Framework
VisualFizz approached the project with the goal of protecting Frain’s rank equity. Therefore, the SEO team introduced a hierarchical URL and content framework that retained legacy links.
This was mission-critical. If the original URLs had disappeared, thousands of backlinks would have pointed to 404s. (A.K.A. years of authority could have come crashing down.)
The new version allows the legacy links to stay alive while imposing a scalable structure. Editors can add products post-launch without breaking site logic. The clear, consistent framework will keep search engines happy and maximize crawlability.
Reframing the Brand Around Speed and Flexibility
Instead of “buy a machine,” visitors will read messaging around activating production capacity on the new version of the site.
This spotlights Frain’s rentable, plug-and-play lines: ready to roll off the truck and onto the factory floor. The site also prominently features the 48-hour ship time and other key USPs that position Frain as the go-to partner for manufacturers eager to scale.
The Outcome: A Well-Rounded Blueprint for UX and SEO Success
Although the redesigned site remains in staging for reasons outside of VisualFizz’s control, the project delivered a launch-ready platform that aligns with Frain’s business goals and preserves critical SEO performance once deployed.
Here’s how the collaboration with VisualFizz positions Frain for long-term success:
- Launch-ready navigation paths promise quicker conversions: Visitors will reach the right machine quickly when the site goes live.
- Agile content management framework: Marketing will create or edit product pages in minutes rather than filing dev tickets, freeing the team to focus on lead nurturing.
- Protected SEO equity on standby: Legacy URLs remain intact, and technical SEO groundwork is in place to retain rankings and traffic after launch.
- Optimized catalog performance: Removing duplicate SKUs reduced database bloat, simplified inventory oversight, and set the stage for rapid growth.
- Sharper market positioning: New messaging highlights Frain’s 48-hour rental model, clearly defining the company’s speed advantage for prospective buyers.
Transform Your Organization’s Online Presence with VisualFizz
At VisualFizz, we specialize in developing comprehensive digital marketing strategies and websites that drive lasting growth. Contact us now to explore how we can help you achieve your business goals by combining creativity, technology, and data-driven results.
