Overview

Orthene Chemicals Ltd, a premier manufacturer of private-label brake fluids since 1976, required a digital presence that matched its status as an industry leader. While their “Halo by Orthene” motorsport sub-brand featured a modern design, the primary Orthene site had become dated and less representative of their professional expertise.

The Challenge

The objective was to transform a “staid” corporate site into a high-performance marketing tool. Key goals included:

• Brand Alignment: Bringing the main brand’s visual identity in line with the modern “Halo” aesthetic.
• Lead Generation: Improving visitor-to-lead conversions.
• CRM Integration: Seamlessly connecting the site with Orthene’s Hubspot CRM.

Global Reach: Communicating a complex 6-step manufacturing process (Formulate to Support) to a worldwide audience.

Our Solution

Four Lakes developed a bespoke WordPress-based solution from the ground up:

• Modern Visual Guidelines: Established new design standards to inform all future online and print projects.
• Streamlined User Experience: Created engaging “Hero” sections with clear Calls to Action (CTAs) and dedicated sections for various sectors like Military, Motorsport, and Electric Vehicles.
• Technical Optimization: Implemented SEO best practices for Google and Bing, AI-focused structural optimizations, and anti-spam features.
• Client Empowerment: Provided custom video tutorials and a manual to ensure the Orthene team could easily manage content in-house.

Results

The finished website at Orthene.com now serves as a professional, authoritative resource. It effectively highlights Orthene’s 50-year heritage and its ability to ship globally, while the Hubspot integration ensures no lead is missed.