Eastman Machine Company has been manufacturing and installing cutting machines from its Buffalo headquarters since 1888. Though the company provides innovative solutions for a wide range of industries and customers across the globe, Eastman’s website didn’t reflect its reputation. It also didn’t acknowledge its wide range of customers, which includes audiences from manufacturing facilities to hobbyists.
Eastman Machine Company
Showcasing all this brand has to offer its customers
Web Design
Strategy
Digital Marketing
Content & SEO
- Web Design
- Strategy
- Digital Marketing
- Content & SEO
The Project
Engineering digital solutions to represent a global brand
When Parkway realized how unique Eastman really is, we focused on finding a way to communicate that with the company’s different target audiences. We prioritized lifestyle imagery and video content within a clean, modern design. Our team also added a collection of testimonials, reintroduced mid-level category pages and began an optimized blog to help connect searchers to Eastman’s machines.
Our Approach
Combining strategic decisions and technical upgrades
We focused on making the site easier to explore by incorporating a refreshed sitemap, navigation and contact options that help users self-segment. Users can now search for solutions by product type or industry, allowing them to find the right machine with ease.
Parkway made a lot of technical upgrades to Eastman’s website, including an integrated custom video management system with 4K display, as well as dynamic translations and sorted search results. In addition, we built forms that accommodate international submissions, pull live data from Eastman’s CRMs, enforce field requirements and map submissions to the CRMs’ data models.
Our team also creates optimized blog content that features insight from industry leaders and customers, showcasing Eastman’s specialized equipment and commitment to customer support.
