Softway recently helped launch a new website for Merichem, a Houston-based company serving the oil and gas industries with focused technology, chemical and service solutions. Merichem pioneered the recovery of cresylic acids or phenolic products from refinery caustics. Basically, they’re a tree-huggers dream when it comes to capturing and reusing the byproducts of oil & gas refining.
However, their website was not easy to navigate, and did not do a good job of promoting their services and chemical prowess. Together we created a plan to improve the website’s navigation and user-experience. More than just a fresh coat of paint, Merichem’s site required programming changes in order to change the underlying functionality. Many of their top services were buried in the site, and did not match the way potential customers were searching for their solutions. We made the main services easy to find by adding them to the main navigation and submenus.
Merichem’s website is visited by specialists who often know what they’re refining and where the problem is in the refining process, but not the actual product name that will solve their problem. For this reason we changed the main navigation to four headings: Company, Gas Treating, Liquid Treating, Spent Caustics. Clicking one of the main navigation headers opens a submenu with the choices: Upstream, Midstream, Downstream. Depending on the choice, the visitor is presented next with a chemical list that most likely fits what they’re looking for. Finally, when the user clicks on the chemical, the appropriate solution is displayed. While, it may seem complicated to describe, it works beautifully. Check out the Merichem site to see for yourself.
In addition to the custom design and development, Softway’s Internet marketing department performed keyword research on the Merichem site, optimized near 100 pages, and strategically structured them to have a beneficial impact on Merichem’s site SEO.