Chart Industries is a leading global manufacturer of highly engineered gas processing and storage equipment for end-market applications in energy, industry, life sciences and respiratory healthcare.
Though Chart's business was rapidly growing, its website had not kept pace. Not only did the design look dated, but because Chart had grown by acquisition, the website linked to 10 separate sites that represented different business units and acquired companies.
This divided approach did not reflect the way customers and external stakeholders perceived the company or how Chart wanted to be viewed. It was apparent that Chart needed a more compelling, user-friendly site with an updated architecture that presented a unified company image.
Chart partnered with Fahlgren Mortine, its existing public relations firm, to redesign chartindustries.com. They created a new, best-in-class website with a seamless user experience and a clear, easy navigation that integrates all business units and acquired companies under the "One Chart" brand.
The homepage features large rotating images that highlight the value Chart brings to the world. High-quality imagery and consistent color schemes appear throughout the site for a cohesive look. To make the site more customer-centric, the focus of the main navigation was changed from business units to products and markets served. The main navigation also provides a direct link to familiar legacy brands.
The new website, launched in February 2015, delivers on the objectives and comes online at the perfect time to highlight a new phase of global growth and expanding presence for Chart in China, Europe and The Americas. Fahlgren Mortine continues to monitor and evaluate site analytics, as well as gather social media feedback and utilize custom product research tools.