Simplifying the Complex

bruno manufacturing website
bruno home page design
bruno about us page
bruno product options
bruno dealer locator
bruno listing page
bruno awards and certifications

Bruno Independent Living Aids is a North American leader in manufacturing accessibility products that have helped improve the lives of people with limited mobility for over 30 years. The manufacturing company needed to simplify administration of their website while expanding its content to support a vast dealer network.

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The Challenges of Custom CMS

Bruno’s website was challenging to update and maintain, and administrative access was highly limited due to the implementation of a custom Content Management System (CMS). In addition to supporting content on the main company website, Bruno was also challenged to incorporate custom content to support their dealers’ sales initiatives while making it easy for customers to find dealers in their area to purchase Bruno products. 

For users, contact information and simple calls-to-action (including requesting a quote or finding a dealer) were paramount, and Bruno needed to find a way to simplify the purchase process for a wide demographic of buyers. Because Bruno sells through a partner channel, the company wanted to find a way to generate leads for their dealers while keeping Bruno products top-of-mind for customers.

content strategy

Prioritizing Content for Users and Dealers

Ascedia’s strategic planning process focused on the user experience of the website for key personas, working to simplify the sales and purchase processes while building trust and reinforcing Bruno’s expertise in product lines. The team identified various differentiators and outlined ways to showcase them throughout the site, including personalized testimonials and user stories, badges and awards to reflect industry honors, and making “Made in USA” messaging prominent. Bruno’s complex product lines required extensive content strategy and Ascedia’s team was able to use Kentico CMS to develop a site that is easy to maintain and allows data from Bruno’s database to be seamlessly incorporated into the site.

Ascedia’s experience in application development led Bruno to engage the agency in the development of a dealer locator and branded dealer microsites. Not only do these landing pages help in search engine optimization for both Bruno and the dealer, but it also provides an easy transition from the research stage to making a purchase. Ascedia developed a custom map and dealer locator application that allows Bruno to completely customize territory assignments and customize dealer rankings to determine lead assignment. The locator landing page is easy for users to access and use, and incorporates both the custom territory features and Google Maps API to assign dealers based on ZIP code and latitude/longitude.

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A Successful Site

The Bruno website is responsive and is easy to navigate on all devices. The clean, uncluttered design makes the content easy to read, particularly for elderly users. Strong product imagery and testimonials help reinforce the features of Bruno’s accessibility products, while FAQs and specifications are provided for each product. Kentico enables Bruno’s team to quickly create customized landing pages for campaigns and promotions, while universal calls-to-action remain easily accessible regardless of where you are on the site.

The dealer locator has not only helped customers accelerate the purchase process but it has simplified lead assignment for Bruno’s dealer network.