inTank’s website was the core driver of inbound enquiries, but it had not kept pace with how the business had evolved. Over time, the product range expanded and became more commercially complex, while the site structure, performance, and user experience remained largely unchanged.
As a result, the website created friction for prospective buyers. Conversion rates had fallen to 1.2%, page speeds were slow, Core Web Vitals were poor, and broken URLs impacted both usability and SEO. Most importantly, customers struggled to navigate and evaluate a large, technically complex product range online.
inTank needed a website that made a complex product range easier to navigate and evaluate, improved conversion performance, and supported organic visibility — while retaining the depth of content built across more than 100 pages.
Rather than treating the project as a visual refresh, we focused on removing friction from the buying journey.
We replaced the existing site with a new website structured around how customers actually explore, compare, and evaluate inTank’s products. The full range was reorganised into six clear product categories — Tank Cleaning, Tank Mixing, Tank Valves, Tank Pumps, Tank Automation, and Tank Accessories — creating simpler navigation and clearer decision pathways from initial need to specific solution.
From there, we developed a set of consistent, UX-led templates that could be applied across the entire site. Pages were rebuilt with clarity, performance, and discoverability in mind, making complex technical products easier to understand while improving internal linking and crawlability for search engines.
Alongside UX improvements, we addressed underlying technical issues, resolving broken URLs, improving Core Web Vitals, and significantly reducing load times. This ensured the new site could support both conversion-focused activity and long-term SEO performance at scale.
Conversion increased from 1.2% to 2.5%, significantly improving enquiry generation.
Improved site structure and technical performance delivered immediate SEO traction.
inTank now operates with a modern website built to support ongoing growth, performance marketing, and future expansion.
Sustained inbound traffic supporting long-term pipeline growth.
