Launch B2B Corporate Website for FANUC Europe
Merging businesses online
Three independent business divisions – CNC, robots and robomachines, were merged to create FANUC Europe. To help consolidate the new entity, a brand new website had to be build containing 250 pages localised for 44 countries and 22 languages. Providing strategic and technical advise, content development and coordination, the zuk. Communication Guides headed up this mammoth task.
FANUC is the world’s leading provider of factory automation solutions. The new corporate website needed to reflect this. Informed by the branding and corporate design zuk. had developed for the client, the new site was designed to provide visitors with easy access to the benefits of FANUC CNC, robot and robomachine solutions. This was facilitated by clear structured information, high usability and features such as product filters, video and downloads. Built using Responsive Design, the site is purposely designed to generate leads and contains a scoring system for use with marketing activities.
To create content for the new corporate website, our content specialists held numerous workshops with FANUC sales and technical specialists. Given that the individual divisions had only basic websites prior to the launch, this represented a challenge. Running to 250 pages, the site was written completely by our team of in-house English-language copywriters. Technical information is always underpinned by clear user benefits, according to product, industry and application. This is also supported by numerous case studies that provide additional highly pertinent information.
In order to build a corporate website on this scale, we needed to align the product groups in terms of workflow and systems. Working with specialists from Germany and Belgium, we implemented Microsoft Sitecore for FANUC. Incorporating systems such the translation management tool Clay tablet and various databases for technical documentation, knowledge and training courses, the new website is fully future-proofed. Not least, because it contains a dedicated customer portal called My.FANUC.
To rank well, websites need to be built around good technical on-site parameters and contain search engine optimised content. Entirely responsible for the FANUC brand, we were able to put our knowledge of the automation industry into the site. Our SEO qualified copywriters created content with direct reference to keyword analysis and competitor rankings.
As well as editing and managing text and media assets in SiteCore CMS, zuk. provides website support to FANUC’s European Headquarters in Luxemburg as well as its European subsidiaries. This is managed using the JIRA ticket system.
Developing the FANUC corporate website took place on a scale to match the conquest of Mount Everest. Acting as Communication Guides to numerous European partners, zuk. supervised the project from start to finish and, to ensure best-possible results, put together a dedicated team comprising digital strategists, screen designers, UX specialists, B2B copywriters and content editors.
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zuk. B2B Communication Guides
Brüsseler Strasse 89-93 • 50672 Cologne, Germany • Phone +49 221 92417-0
Liebfrauenstrasse 9 • 54290 Trier, Germany • Phone +49 651 97892-0