A-Gas is the independent global expert in the supply and life cycle management of speciality chemicals and gases. In 20 years, A-Gas has grown to include businesses spanning seven countries across five continents.
Outdated branding and a lack of technical product detail and information meant that the existing A-Gas website wasn’t delivering the marketing value A-Gas needed, and didn’t offer visitors the online experience they were looking for.
A-Gas needed a new global digital presence to improve direct engagement with end users around the world; delivering comprehensive information and branded messaging to customers anywhere. The new site had to be responsive with multi-lingual capabilities; capture user information to enhance communication; promote products and services; and improve traffic volumes and brand awareness through localised SEO.
What we did
Starting with a series of workshops, we worked closely with stakeholders in each of A-Gas’ regions, to build a website that would set new standards for digital marketing in the industry. Up until now, sites of this scale simply didn’t exist in A-Gas’ marketplace and the consistency of its brand messages across every one of its global locations was central to the project.
The new site gives A-Gas the ability to build customer relations around the globe and provide a customer experience which is consistent across every location and business—the foundations of the global brand which A-Gas has become.
A-Gas The results so far
The new site shares A-Gas’ expertise and keeps end users and contractors up to date with technical, regulatory and legislative information on a full range of refrigerants and service gases. It makes it easy for customers to access technical information and guidance about the extensive range of products and services from A-Gas, with safety datasheets updated in real time to ensure that the most up-to-date safety information for all A-Gas products is available and complies with the latest international standards and regulations.
Geolocation technology makes it simple and quick for customers to find their nearest refrigerant and service gases supplier. And, digital marketing tools such as personalised email campaigns enhance A-Gas’ online presence within a marketplace which is becoming increasingly competitive.
So far, the UK site has seen its audience grow by over 500 per cent—including more returning visitors—and an increase in visitors using a mobile device with a lower bounce rate. Engagement with the site has grown and the number of visitors heading to the product page has increased by 53%.
The new site is fully integrated with Chemwatch, the world’s largest database of chemical Material Safety Data Sheets (MSDS). This means that users can download up-to-date and legally compliant MSDS in the right language, wherever they are, and at the touch of a button.
An Umbraco integrated newsletter solution gives A-Gas a seamless experience across managing subscribers, campaigns and reporting. And, they are now able to keep their community updated with regular newsletters tailored to their region.
Localised content SEO ensures that A-Gas is easy to find and performs well in the search rankings in every one of their regions world-wide; helping to improve brand awareness and traffic volumes.
Using Umbraco’s Polyglot plugin, A-Gas Europe—the site supporting A-Gas’ European presence—is available in multiple languages. This is also integrated with Chemwatch—allowing visitors to download MSDS in their preferred language.
Using a private server hosted by Rackspace, A-Gas have the right infrastructure in place to support multi sites being accessed from around the world.
Now that A-Gas’s new site is live, we continue to work closely with the team to provide ongoing services to meet their needs. These include monitoring and reporting on site performance, and providing ongoing consultancy services and day-to-day assistance.
Platform selection Umbraco
With so many regions to cover and big plans for the future, A-Gas needed a platform which could provide ongoing flexibility: a platform suitable for a multi-site structure, and capable of multi-lingual support.
Umbraco is the leading .NET open-source CMS. World-class brands use it to reach out to customers with fast, responsive and beautiful sites. Umbraco can be integrated with any leading third-party tool and makes it easy to manage new content, media and features; so it was the obvious choice for A-Gas’ ambitious new project.
Jaclyn says...Jaclyn Schilkey, Marketing Communications Specialist, A-Gas Americas
"The new A-Gas Americas website has been an integral part in the unification of the Americas businesses. Now that we have a fully functional and content-rich website we can continue to emphasize brand awareness across all of our business functions."