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Growth story

Slideways

Slideways Inc. makes custom, high-quality plastic conveyor components and promises to "reduce friction" for its customers. An outdated website made it hard for prospects, clients, and sales reps to find what they needed, so Xzito rebuilt it as an intuitive, well-oiled 24-hour sales machine.

unique SKUs, searchable
3,000+
products online
250+
reps on one locator
30+

By Jeshua Zapata, Co-founder Updated

Slideways CEO in the Slideways video testimonial

Slideways

The challenge

Slideways' old website made buying harder, not easier: the opposite of the company's promise to reduce friction. The team faced five problems:

  1. Not built for mobile

    About 20% of traffic came from mobile devices, but the outdated design wasn’t mobile responsive.

  2. Navigation that slowed buyers down

    Complex navigation and unclear labels made it hard for visitors to find the information they needed, a slow and frustrating experience.

  3. A catalog trapped in PDFs

    The site relied heavily on downloadable PDF documents, which disrupted the purchasing journey and made products hard to locate.

  4. A slow path to a sales rep

    Customers had to read through a long list of names to find their rep, and reps lost time navigating antiquated catalogs and rate sheets.

  5. No performance tracking

    The old technology had no CRM automation to track sales inquiries or conversion rates.

Xzito × Slideways

The solution

Xzito started with a strategy phase, including interviews with current customers, then designed and built a site that turns technical parts into fast answers:

  • Product library

    Transformed an 84-page parts catalog into a searchable database of 250+ products and 3,000+ unique SKUs. Visitors browse, search, and request quotes with ease, and the extracted data makes the products easier to find in search engines.

  • Sales rep locator

    A custom locator app built on the Google Maps API shows which of Slideways' 30+ reps covers each region, with a localized landing page to contact them directly. Slideways can track conversions by rep.

  • Custom product builder

    Contextual forms let prospects share the specifications for a custom part in a few clicks, instead of email or phone. Ordering is more efficient, errors are less likely, and lead nurturing runs automatically through the connected CRM.

  • Sales and marketing intelligence

    A suite of intelligence tools tracks visitors from awareness to action, showing where leads convert in the sales funnel.

  • Modern, mobile-ready design

    A new visual identity blends modern design with the industrial feel of manufacturing, pairs component diagrams with application-focused media, and works across phones, tablets, and desktops. A modern e-commerce flow sells standard products.

Slideways website homepage: the plastic conveyor parts specialist

The impact

Slideways now has a website that works the way its sales team does: customers find the right part on their own, and reps can guide them there in real time.

  • 3,000+

    Unique SKUs across 250+ products, searchable online instead of buried in an 84-page catalog.

  • 30+

    Sales reps on one map, each with a localized landing page and conversions tracked by rep.

  • Custom-part requests captured through guided forms and nurtured automatically through the CRM.

  • Reps can send a customer to the right section on a call, compare dimensions, and confirm the right part together.

  • Slideways product library: ANSI chain guides with filters by chain number
  • Slideways sales rep locator map (contact details blurred)

In their words

Hear from the Slideways team

Slideways video testimonial

Xzito has the ability to take a project from start to finish. They do a really good job of explaining what’s going on and helping you through the process. We are experts at building plastics, Xzito are experts in digital marketing.

Transcript

My name is Tom Sioui. I'm one of the co-founders of Slideways, and currently the CEO. Our motto is "We reduce friction." When we say we reduce friction, we mean that not only do the components we build for our customers reduce friction between a chain or a belt or a shaft at a bearing, but we're also trying to reduce friction in their operation. That might be through ease of purchase, which you'll find on our new website. It could be through meeting a tight delivery schedule, or just communicating with them on their project, trying to figure out what the best solution is going to be.

The problem we saw with the website was just a matter of age. It looked old-fashioned; it was time. And it really wasn't interactive at all. Our customers could download a copy of the catalog, and they could read some stories about case studies, but there really wasn't any interactivity that would help them solve their problems or ease their ability to find the part [unclear].

Xzito has the ability to take a project from start to finish. They are very good at making sure the client is doing their end of the bargain, holding up their part of the deal, to make sure things follow the schedule. It's a good, gentle prodding along the way, and that just made the whole process very comfortable.

The first thing Xzito does is complete what they call a strategy phase. The strategy phase required doing some interviews of current customers to see what their likes and dislikes are of our services. Once we knew who our customers were, we were able to develop a strategy on how to better approach them.

One of the primary benefits of working with Xzito was getting the background: why are we doing this, why are we developing the persona, why are we using a particular app or tool in the build stage to get things done. They do a very good job of explaining what's going on and helping you through the process.

One of the great benefits of this new website is that we're able to get on the phone with the customer, direct the customer to a part number or to click through to a certain section of the website, and right there on the phone compare dimensions, look at applications, discuss the operating environment, and make sure we've got the right part for them.

We are experts at machining plastics and selling conveyor components. They're experts at the digital side of marketing. I thought Xzito did a great job working with a B2B company like ourselves, and I would recommend any B2B company look at their services and give them a shot at your project.

  • One of the greatest benefits of the new website is that we are now able to direct the customer to a certain section or product, compare dimensions, look at applications, discuss operating environment and make sure we’ve got the right part for them.

    Thomas R. Sioui, CEO of Slideways Inc.

  • We are experts in machining plastic for conveyor components while Xzito is an expert in digital marketing for B2B companies. We would recommend them to any B2B company for handling your project needs.

    Thomas R. Sioui, CEO of Slideways Inc.

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