Sentry Equipment

Building a Manufacturing Site that Tells a Story.

Project Brief.

For almost 100 years, Sentry Equipment has been helping manufacturers accurately monitor and measure processes to increase their efficiency, output, and safety. With all this experience, Sentry has a rich story and history. However, Sentry Equipment's previous website was not doing a good job of telling this story.

Sentry Equipment needed a new website that better told their story. Leading to increased quality engagement from new customers and a deepened relationship with their current customers.

Additionally, the new website needed to streamline the customer journey, ensure Search Engine Results rankings, be flexible to fit Sentry's needs, and integrate with their current tech stack.

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 Audit​
  • Competitive Analysis—UX and SEO​
  • Customer Interviews​
  • User Personas & User Journeys ​
  • Technical Audit

Based on the strategic planning initiatives, Ascedia recommended and implemented the following design strategies: 

  • Improve imagery throughout the site​
  • Tweak navigation to be more user friendly​
  • Implement a design system to keep elements cohesive on site and emphasize a visual hierarchy​
  • Adjust color palette on site following the 60-30-10 rule

We created wireframes as well as visual representations (VR's) for Sentry's new website that not only brought their brand to the digital space, but also did a better job of conveying Sentry's story and streamlined their product structure. 

We developed Sentry's new site in the Kentico Xperience 13 and integrated the following features: 
  • Improved product structure​
  • Better onsite search functionality​
  • Streamlined Find a Rep locator​
  • Filterable Resource Library

Our digital marketing team providies 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.

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.

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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