Horizontal Technology, Inc (HTI) is the world's leading horizontal directional drilling company with offices in Houston, Texas and Alberta, Canada. HTI had an existing website, but it was difficult to navigate, contained incomplete pages and was limited in functionalities. Founder & President John English engaged SKYLINE MOVEMENT to Design, Develop & Optimize a new website for HTI.
SKYLINE MOVEMENT worked directly with Horizontal Technology, Inc. Founder & President, John English, to provide full-service marketing consulting and design solutions.
SM worked directly with Mr. English and his team to learn about HDD trade and HTI’s superiority in the industry. We traveled to a Michigan job site and spent over a week on location documenting the project. This crash course was followed up with extensive research and analysis. The knowledge we gained through this process enabled us to incorporate the spirit of the Horizontal Technology Brand into all aspects of the solutions we successfully delivered.
Horizontal Directional Drilling (HDD) is a uniquely specialized industry and the failure rate for new HDD contractors is extremely high. HTI is a World leader in HDD technology and services. However, their website and marketing materials were not communicating this reality. We engineered a plan to design and develop a new website that complimented HTI’s internationally recognized and respected brand.
SM enhanced HTI’s Logo through a variety of techniques that resulted in a finished version which compliments the new website.
SM spent over a week on location in Grand Haven, MI documenting a job. A large portion of the photos used on the website were obtained from this shoot. We also conducted photos shoots on other HTI job sites and at the company’s headquarters in Houston, TX.
SM conducted a variety of Photo Editing services including cropping, enhancing and outlining.
SM shot dozens of hours of footage while onsite. We produced an internal training video for HTI and the footage was very useful during the Defining and Designing phases of the new HTI website.
At HTI's request, we incorporated a custom rotating globe into the header of HorizontalTech.com
SM consulted HTI on all aspects of their new website. The products that HTI offers have countless configuration options which result in a large inventory of data. To combine this vast amount of possibilities into a concise, easy to navigate format was a design challenge that required extensive brain-storming and conceptual renderings. The 100’s of hours that went into this project are reflected in the quality of the finished project.
We approached the website Design with a heavy emphasis on 1-Click accessibility to all products and services detail pages. However, the sheer amount of data contained on one product category left us fighting for available real estate. The resulting final design allows for 1-Click navigation, yet still displays all necessary product data in one visually appealing page.
SM Developed the new HTI website to have broad browser compatibility. We incorporated a large amount of Image based navigation for easy of use for International visitors. A custom “Request Quote” solution was implemented along with buoyancy and unit conversion applications.
SM continues to provide HTI with website Management services that includes adding pages, photos, copy and other requested updates.
SM designed, developed and deployed an SEO strategy for HTI to reach a specialized International market. The result in a 200% increase in visits over a 6 month period.
SM incorporated an Email Database solution that enables visitors to voluntarily submit their Email address and receive updates about HTI news and information. The resulting Emails to subscribers experienced a 100%+ open rate.