eMaint case study: 2x organic conversion rate
Built around how buyers decide.
eMaint is Fluke’s maintenance and asset management platform, used by manufacturing, life sciences, energy and field service teams around the world. Years of additions had turned its WordPress site into a maze: no visual hierarchy, inconsistent messaging, and key content buried in subpages within subpages and side panels. Fluke needed it rebuilt on a new platform against a hard launch date. Elevated Third won and led the wider engagement, including the Drupal build. We partnered with them on discovery, IA and UX, and shaped the UI together, in around five weeks of the 11-week programme.
Delivered in partnership with
What changed after launch.
GA4 and Google Search Console, before vs after launch.
organic conversion rate
longer organic sessions
Google ranking on core category searches
The old site was letting a strong product down.
This is what we were working with. Buyers had to dig for what they needed, and once they found it there was no clear next step. With no consistent brand system, eMaint looked like the older choice next to newer, simpler-looking competitors, despite being the more capable product.
Discovery, a new sitemap, then every template.
We started with discovery: auditing the old site (pictured) page by page and talking to stakeholders about what wasn’t working. Navigation sent buyers around in circles, pages looked like they came from different companies, and journeys broke or ended in dead ends. That gave us a clear list of problems to solve. We built a new sitemap (pictured below it) that linked pages logically and replaced the broken structure, then designed the UX across a full template suite. Buyers can now find their way around, products are explained simply, and the team can edit and maintain every page in Drupal.
Personality, not another SaaS template.
The brief asked for the brand to be expanded. E3 set the creative concept, and we carried it through every template. Cutouts, shapes, glass and a much bolder use of the yellow give a complex enterprise product a confident, recognisable face that stands apart from its look-alike competitors.
Clear routes in. One front door to sales.
Mega menus group the platform by the outcome a buyer wants and industries by who they are, so every visitor reaches the right page in one step. Underneath, we replaced 8 to 9 scattered forms with one central demo request as the hard conversion, and an ROI calculator as the soft one for buyers not ready to talk.
What this delivered.
A clear route to sales and a brand that stands apart. After launch, organic visitors converted at twice the rate and stayed 72% longer, demo requests became two-thirds of all conversions, and eMaint climbed into Google’s top three on core category searches.
Next case
