Bromic Plumbing & Gas has been in business for more than 40 years and is Australia and New Zealand’s leading producer of technical gas and water system solutions. Its existing B2B website did not reflect that standing. We were brought in to redesign it so that it engaged visitors properly, gave them a better journey through the range and generated more demand for the products.
Case study · Manufacturing & industrial
Bromic Plumbing & Gas: a revamped B2B website for stronger engagement.
Bromic Plumbing & Gas had been around for more than 40 years, but needed to be recognised as Australia and New Zealand’s leading producer of technical gas and water system solutions.
- Sector
- Manufacturing & industrial
- Channels
- Instagram · WooCommerce
Website projectDigital experience
The challenge
What needed to change.
The business needed a B2B website that presented it as a premium brand and industry leader while delivering technical information in the most user-friendly way possible. It also had four distinct target audiences to engage, from the general public to tradies and retailers, and each came to the website with different needs.
Beyond the redesign, Bromic Plumbing & Gas wanted to build brand loyalty and sales, and to move further into an appliance based business without losing sight of its core offerings. The website had to support that shift.
Approach
How the work took shape.
We planned the website around its audiences rather than around the product catalogue. The general public, tradies and retailers each needed a clear route to what they were looking for, so the structure, navigation and content were shaped so that each group could find its way without wading through material meant for someone else.
A modular build was chosen so that the Bromic Plumbing & Gas team could keep the website current themselves, and the platform was set up for B2B needs such as quoting and account management rather than direct checkout.
The strategic approach meant developing an easy to navigate B2B website with an improved customer experience for every target audience. For a technical range this size, finding the right product is the whole experience, so product discovery became the focus of the design.
Custom product filters would let users narrow the range quickly and save the products they were interested in to a wishlist, then request a quote from there. Logged in areas would give tradies resources and products not shown to the public, and search would work across products, blogs and resources rather than products alone. Every one of these decisions was made to reduce the calls and emails that a hard to navigate website generates.
The shift
One website had to serve the public, tradies and retailers without any of them feeling it was built for someone else.
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The work
The work, up close.
The new website showcases Bromic Plumbing & Gas as the leader in plumbing and gas solutions and gives each target audience a better experience of the brand. It is a rich resource as well as a place to buy, built to generate demand across every market the business serves.
Since launch the business has grown its leads, especially for big ticket items such as hot water units, seen traffic increase and taken fewer phone and email enquiries because the answers are on the website.
Integrations
Administrators can customise pages as they wish. The website is built on a modular approach, so the team creates pages from different content blocks arranged in many ways.
The wishlist lets users save their favourite products, find them again quickly and request a quote in a few steps. For a B2B customer specifying products for a job, that turns browsing into an enquiry without a phone call.
The whole website is responsive, so tradies checking a specification on their phone on a job get the same content and the same tools as a retailer at a desk.
Extensive product filtration on the product listing page lets users narrow the results by category, sub category, brand and every relevant attribute and land on the right product quickly. Administrators can add attributes in the CMS, and those attributes become filters as soon as they are set, so the range can grow without a developer.
The result is a CMS that is future proof, easy to use and customisable by the people who run it day to day.
The website was created for different user types, including the general public, tradies and retailers, and the product pages carry the technical detail each of them needs. The interface keeps specifications, related products and quote requests close together so nobody has to hunt for the next step, whichever audience they belong to.
The Tradie Hub is a logged in area with specific resources and products that are only visible to registered tradie users. It gives Bromic Plumbing & Gas a direct channel to the trade without cluttering the public website, and it gives tradies a reason to create an account and come back.
A document library gives users one place to find product documentation such as user manuals and catalogues, and administrators set the permissions on each file, so a document can be public or restricted to logged in users.
Product categories were designed to work on a phone as well as they do on a desktop. Adaptors and other small parts are grouped so they can be browsed with a thumb, and the filters collapse neatly on smaller screens.
A live Instagram feed built with Tagembed brings the brand’s social content onto the website, keeping it fresh between content updates. The multiuser solution underneath it all allows different user types to log in and see the content, products and tools that belong to them, which is what makes a single website work for four audiences.
Gravity Forms handle enquiries and quote requests and feed them into ActiveCampaign, so every lead enters the marketing and follow up process automatically. Algolia powers search across products, blogs and resources, returning results as the user types.
The B2B WooCommerce integration runs without a payment gateway, because this is a quoting business rather than a checkout business. Users manage their accounts, add products to a wishlist and request quotes, and the team responds from there.
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