Anything but dry: redesign and redevelopment of the corporate website for a manufacturer of industrial drying systems

Stronger brand positioning through a new website:

The website of the Aargau-based SME SWISS COMBI had become outdated and no longer adequately reflected the innovative strength of the internationally successful family-owned company, which specializes in the development of industrial drying systems. In the summer of 2022, Kontx was therefore commissioned to design and develop a new website for the company.

SWISS COMBI had previously been only sporadically active on LinkedIn. Following the launch of the new website, this channel was to be used in a more strategic and consistent way, supporting the company’s brand building in close interaction with the new online presence.

A lean, clearly structured website:

User experience was a key priority in the redesign of the website. The goal was to enable users depending on their preferences or prior knowledge to access the information most relevant to them as quickly as possible, while always being able to find a clear point of contact for further enquiries.

The key stakeholders and their needs had already been identified in a stakeholder workshop conducted beforehand. These insights were directly incorporated into the redesign of the website.

Specialists can find technical drawings and detailed specifications on the new website, while non-experts who are simply looking for a way to dry their raw materials are guided in an accessible manner towards the drying solution that may be best suited to their needs.

All content was revised or newly created with the aim of presenting the innovative solutions and engineering expertise of the small, long-established company in a way that is appealing both to users and to search engine algorithms.

To keep the website as “lightweight” as possible despite the large number of images, Kontx and the web developer opted for a flat-file content management system that could be precisely tailored to the needs of SWISS COMBI. This prevents unnecessary data from being “carried along” in the background, which would otherwise slow down page load times.

Images are compressed and, thanks to lazy loading, are only loaded when they enter the user’s viewport. This further reduces loading times and, as a result, the website’s CO₂ footprint.

While the old website produced 0.69 g of CO₂ emissions per visit, the new site generates only 0.06 g per page view. This is despite the fact that the new site contains significantly more images than the old one (tested using the Website Carbon Calculator). In 2023, the website was expanded to include a “News” section, providing a space to share company updates as well as additional information or new use cases for SWISS COMBI’s drying solutions. While the individual product pages focus primarily on technical details, the “News” section allows the solutions and SWISS COMBI as a company to be brought to life through storytelling.