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Case Study: Zeon Chemicals

Positioning a Chemicals Company as an Innovative Global Leader

To elevate their B2B brand across multiple world markets, Zeon Chemicals needed a high-performance website that matched the performance of their synthetic rubber materials.

Services Offered: Strategy, Information Architecture, User Pathways, Web Design, Data Visualization, WordPress, CDN Hosting

Results Snapshot

  • Leads increased by 40%
  • Organic Search increased new users by 22% within the important Asian market
  • Top 3 Google organic search result for 30 targeted keywords
  • Downloads of product guides increased by 25% in Asia


Get a website on the first page of search results in multiple countries, including emerging markets in Asia. Present highly technical information about industrial chemical products in an appealing way for both engineers and purchasing managers that gave the brand more essence.

website page design showing various chemicals offered by zeon corporation


The Strategy

Multi-National Optimization

To engage a global audience, the site had to deliver a fast and intuitive experience to users in multiple countries with varying connection speeds and devices.

Data-Driven Improvement

Continuous A/B testing would help Zeon learn which page versions resonated most with prospects so they could adjust content to generate more leads.

Managing Made Easy

We needed to make it easier for Zeon to update technical data sheets and product charts featured across the website.

Compelling Imagery

The website needed appealing visuals that enticed visitors to learn more about products and submit their contact info.

Detailed Product Insights

We had to present complex technical information in a coherent and digestible way to make product performance stand out for both engineers and purchasing managers.

Organic SEO

To draw international prospects seeking niche chemical products, Zeon’s site needed a robust keyword strategy to elevate its search rankings.


The Solution

We combined striking visuals and data-driven design with intuitive navigation in a new site that helped Zeon Chemicals become a first-choice provider of synthetic elastomers across the world.

UX Design

Optimized for mobile, the new site offered users a superior experience that improved lead generation, navigation, and bounce rates.

Superior Hosting

A Content Delivery Network (CDN) was used to ensure Zeon’s new site would perform for customers browsing anywhere in the world.

UI Design

We made it easy for users to access the technical product information they needed, including content downloads, contact buttons, and product applications designed to be more prominent.

Custom Integrations

We made it simple for Zeon’s team to quickly update product data sitewide by dynamically linking all product data on the site through the CMS.

Dynamic Content

Logic built into the site through Google Optimize continually tested different callouts, helping Zeon see which calls-to-action drove conversions.

Custom Analytics

Tags were customized in Google Analytics to track form completions, page scrolling, file downloads of technical data sheets, and mobile calls to the site.


laptop and mobile device displaying the new zeon website


The Website

We proved that a website featuring technical data about raw materials used in rubber, hoses, and rollers for laser printers could be presented in a gorgeous, coherent design that outperformed competitors.

laptop and mobile smartphone showing images of the new zeon website

Decoupled/Headless CMS

By moving to a decoupled or “headless” CMS, we added security and elevated page speed performance across the site.

Technical Writing

We incorporated keyword strategy into technical copywriting about highly complex chemical products and applications.

Brand Consolidation

We combined six previous websites to unify Zeon’s brand and products on a new site that loaded faster and cost less to maintain.

Interactive Map

To serve a multinational audience and customer base, we made a responsive global map of Zeon locations throughout the world.


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