Sentry Equipment

Building a Manufacturing Site that Tells a Story.

Project Brief.

For nearly 100 years, Sentry Equipment has helped manufacturers improve process safety, sampling accuracy, and operational efficiency across industrial markets worldwide. Ascedia partnered with Sentry to modernize its digital presence, replacing a legacy CMS with a scalable Kentico platform that better supports technical buyers, distributors, and sales representatives while strengthening the company’s long-term digital marketing strategy.

Partnership Overview

The engagement began with a comprehensive strategic planning initiative that examined website analytics, customer behavior, search performance, competitive positioning, technical requirements, and user experience. Those insights guided the design and development of a modern Kentico website built to improve product discovery, educate buyers, and generate qualified leads.

Following launch, Ascedia continues to support Sentry through Kentico development, HubSpot integration, analytics, Google Tag Manager, GA4, cookie compliance, SEO, digital marketing, and ongoing platform enhancements.

Sentry mobile mockup

Client Details.

Services Provided.

  • Strategic Planning
  • Experience Design
  • Application Development
  • Digital Marketing

Project Solution.

To gain a better understanding of how the Sentry Equipment website is performing, and possible pain points for users, Ascedia completed a variety of tasks. These tasks helped to set the stage for all work moving forward and also assisted to determine overall goals, objectives, functionality, and user's needs for the Sentry website.​

Research Tactics Included: ​

  • Analytics and SEO audits
  • Competitive analysis of industry leaders
  • Customer interviews
  • User personas
  • User journey mapping
  • Information architecture and sitemap planning
  • Technical architecture workshops
  • KPI definition

These findings shaped every aspect of the redesign and established a roadmap for long-term digital growth.

Research identified opportunities to simplify navigation and make technical information easier to find.

Ascedia developed:

  • A reorganized product architecture Industry and application-focused navigation
  • A filterable resource library
  • Enhanced search powered by Azure Search with tuning, scoring profiles, and industry-specific synonym mapping
  • Find-a-Representative tools Enhanced product comparison and educational content
  • Clearer calls to action throughout the customer journey

The redesign prioritized helping engineers, distributors, and industrial buyers quickly identify the right solution while providing educational resources that reinforce Sentry’s technical expertise.

Ascedia migrated Sentry from its legacy Northwoods Titan CMS to Kentico Xperience, creating a flexible platform that supports future growth.

The Kentico implementation included:

  • Kentico CMS development
  • Responsive website design
  • WCAG accessibility implementation
  • HubSpot form integration
  • Azure Search Integration
  • Resource Library 
  • Google Analytics implementation
  • Event tracking Metadata optimization
  • Cookie compliance
  • CMS training for internal editors

The new platform enables Sentry’s marketing team to manage content efficiently while supporting ongoing enhancements and digital marketing initiatives.

The website initially leveraged Kentico Smart Search. As the platform grew, Ascedia transitioned the site to Azure Search to provide greater flexibility, improved relevance, and a more scalable search experience. Enhancements included custom scoring profiles to better prioritize the most relevant products and resources, along with Azure Synonyms that map industry terminology and common customer language to Sentry's product catalog, helping users find the right solutions regardless of the terminology they use.

Our team continues to providie ongoing search engine optimization (SEO), and digital advertising. We meet bi-weekly with the Sentry Marketing team to ensure alignment on efforts, review reporting and determine new initiatives based on the Sentry business and content calendar.

In addition to this digital marketing consulting, Ascedia continues to support Sentry through:

  • Kentico enhancements
  • HubSpot integration
  • Continuous Azure Search optimization, including scoring profile tuning and synonym management
  • Google Analytics 4 and Google Tag Manager support
  • SEO strategy
  • Performance optimization
  • Cookie compliance
  • Project management
  • bi-annual accessibiltiy audits and refinements

Sentry’s website has evolved from a static product catalog into a strategic marketing and sales platform.

Built on Kentico and supported through an ongoing partnership with Ascedia, the website continues to expand through new functionality, digital marketing initiatives, analytics, and technical enhancements.

By combining user research, modern CMS architecture, and continuous optimization, Sentry now has a flexible digital foundation that supports its business today and is positioned to adapt as customer expectations and technology continue to evolve.

Sentry Equipment homepage
Sentry Equipment product page
Sentry Equipment careers page

Project Outcomes.

Sentry Equipment has seen some impressive results following their website redesign launch in July, 2023. In addition to the below, Sentry doubled the response time to requested changes, campaign metrics, and customer experience needs and saw a 100% increase in time on page and pages per session metrics.

  • Average session duration increased by more than one minute
  • Improved product discovery through a streamlined information architecture
  • A modern CMS that empowers internal teams to manage content without relying on proprietary software
  • An enterprise platform that continues to evolve through ongoing optimization, analytics, SEO, and marketing support

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Increase in conversion rate

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Decrease in organic traffic bounce rate

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Decrease in paid search bounce rate

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Decrease in development spend