Industrial Website Design

EDL Case Study



EDL contacted us to redeveloping their existing Industrial website. They want to make it easier for them to update content themselves. As well the ability to list their products for viewing online. At that stage their product catalogues were held in PDF documents, which were near impossible to search.

EDL Fasteners is a distributor of Industrial, Construction and General Fasteners with branches in both New Zealand and Australia. Edl services iconic national companies such as Fisher and Paykel and Bunnings Warehouse.  EDL is well known and respected in the industry with approximately 120 employees across multiple branches and over 25,000 products.

During our first meeting with them and understanding the size of their product listing and future plans, it soon became evident that they needed a powerful ECommerce solution to provide the functionality and performance expected from a website with a large catalogue of over 10,000 products.

We selected Magento best fit for handling such a large product range high-performance search and with the capacity to grow with this company. We also presented an integration strategy to keep their products online in sync with their backend ERP system.


Custom Import Module for Industrial Website

The project had some very specific integration requirements and a custom module was developed to handle the import of products from EDL’s back-end ERP system, Microsoft Dynamics into Magento.

The company has a number of employees maintaining the exist ever-growing product list in Microsoft Dynamics and wanted those processes to continue unchanged as far as possible while feeding new categories and filterable properties through to the website.

Deleted products also had to be deleted on the website and new product and category images uploaded to the site.

The company was busy with a data clean-up at the time this project started and by the time we delivered the solution, it was clear that a lot more work was required on data clean-up. We provided the products team with some reports that highlighted products with missing data and missing images and the visual nature of an indexed, online catalogue helped them to identify further data corrections that had to be done.


Online Quotations for Industrial Website


The company did not want to directly sell online but wanted the ability for customers to request a quote on the website. Then EDL customer support team to get back to them with a quote.

To achieve this we replaced the “Add to Cart” buttons on the website with “Add to Quote” buttons. Then added a shopping cart that sends a request for a quotation rather than completing an online sale.

The quote is emailed to the customer as a reference. Then EDL Customer Service is informed and they get back to the customer with a quote.





Advanced Search

EDL had thousands of products in their online store. It was important for EDL that site visitors can easily find the products they’re looking for. Consequently, to provide the best search experience without adversely affecting the performance of the site, we chose to use an off-site commercial search provider. This provided a very sleek and accurate search experience. It also provides us with detailed statistics about what people are searching for on the site.

To help visitors navigate such a large database, the site provides the following mechanisms:

  1. The quick search bar at the top of the site provides a sample of recent searches, categories and actual products containing the searched term. (Pictured above)
  2. All browseable lists and search results can be filtered by category and specific product attributes.
  3. Advanced search which allows you to get more specific and combine search conditions.
  4. Products are listed under multiple categories to assist with zooming in on specific needs of visitors.




This was a relatively small project for getting such a large company with a large product, set up online. We were able to meet all their requirements. Firstly for easy editing of static content through WordPress. Secondly advanced search and quoting capabilities through Magento. I think that using a powerful ECommerce solution such as Magento has laid the foundation for their website to grow with them.

Industrial Machine Case Study


Screenshot of the Industrial Machinery Website for TechMS


The Web Design Brief

TechMS is a family owned small business based in South Auckland which has more than 60 years combined experience in sales and service in woodworking machinery.

Margaret was frustrated with their existing website. Nothing was working as they wanted it and it was difficult to update. There was extra information that would help their customers learn about their products, but they had not included it on the website because it wasn’t clear where it should go.

They felt it didn’t look professional and the whole thing felt discouraging. Could I help improve the existing website?

My Approach

We took some time to talk about their business. We discovered, we shared a similar philosophy of business:

From their services page:

If you are looking to upgrade and boost your company’s productivity and turnover then we can help. Technical Machinery Services will talk with you about your business and its products to establish an overall view of what you are about and how you envisage your business to grow and prosper. We will discuss with you all the new options available and whether they are suitable for your requirements and needs. We will not talk you into something you won’t need or use. At the end of the day we want happy customers who know they have made the right decision to invest in a Holzher.

Just as TechMS understood the importance of learning their customer’s goals before suggesting which piece of industrial machinery would best serve their customer, I took the time to understand more about the aims, purpose and long-term plans for their web marketing.

I felt a fresh start would cost less and better achieve their goals than trying to fix something that wasn’t suitable. A fresh start would also be a foundation they could develop and build on for their online marketing. We redesigned the site architecture and moved to a clean, minimalist theme.

The website is now easy for Margaret to update and add new products. She is feeling inspired and has many plans.

The Result

Here’s what Margaret said when I checked in to see how she felt the project had gone:

Hi Tarnya

We would like to say a big thank you for all your help and assistance in getting our new website up and running.   Finding you on the internet was like hitting the jackpot.  Advertising heavy industrial machinery isn’t easy but you’ve done a great job in making our website clean and easy to navigate.  We needed somebody who had knowledge of WordPress and the fact that you were local was even better.  Communication has been excellent via email but the ability to meet up and discuss things in person is another step better again.

Not only are you knowledgeable with WordPress but you have given us a lot of advice regarding website content and also getting our business “out there” with better Search Engine Optimisation advice.

We sincerely thank you and look forward to working with you more as we maintain our site and grow our business.

Kind regards

Margaret French

Technical Machinery Services Ltd

Read more about our Website Design.

[one-third]Screenshot of the Mobile version of the Industrial Machinery Website for TechMS[/one-third]

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