Excavator in the mountains

AEM

Equipping stakeholders with a website strategy that supports a global mission

Industry

Manufacturing

Platform

Kentico

Engagement

Three years

Deliverables

aem.org

Overview

Association of Equipment Manufacturers (AEM) provides services on a global basis for companies that manufacture equipment, products and services used worldwide for agriculture, construction, forestry, mining and utility. AEM's membership roster consists of more than 950 companies and represents 200+ product lines. With their massive global footprint, they needed a website that would handle an enormous amount of content.

Goals

Address content-management challenges

Help organize content and ensure the CMS is easy-to-use for all of AEM's site managers.

Make information easier to find for visitors

AEM’s site had some serious UX, information architecture and content-management challenges. We were on it.

Integrate an existing news publishing service

AEM is a resource of industry news for thousands of people, so keeping their up-to-the-minute publishing intact was paramount.
Screenshot of AEM Events landing page on desktop
Screenshot of AEM home page on tablet
Screenshot of AEM news article titled "More Ag Statistics Programs Launched in Latin America" on mobile phone

Solutions

  1. 01.

    Introduce Kentico and train the team

    With a renewed content strategy and a fresh take on user experience and design, we built a new digital platform in the Kentico CMS. The new site required a third-party content marketing platform to be seamlessly integrated, both technically and aesthetically. This allowed day-to-day managers to quickly and efficiently post new content daily.
  2. 02.

    Reinvent the user navigation

    In-depth user testing revealed most visitors were only aware of a small subset of AEM’s services — so encouraging discovery and exploration was crucial. We kept the visual design aesthetically pleasing with thoughtful, unobtrusive design elements, giving users easy navigation AEM’s huge volume of articles, blogs and data without distraction.
  3. 03.

    Leverage the power of Kentico APIs

    Information moves in and out of the site constantly — our experienced Kentico developers built elegant solutions to several unique data challenges.

Services

  • Digital Experiences
  • Maintenance & Support

Summary

With a focus on newsletter and membership registrations, we were able to help AEM deepen client relationships.

Outcomes

28%
Increase in Membership
8%
Increase in Sessions
417%
Increase in Newsletter Signups