Overview
Boyd Industries has spent 65 years designing and building operatory equipment and cabinetry for dental and medical specialists: chairs, carts, cabinets, and treatment tables, still built by hand in Florida. The catalog was deep and the reputation established, but the website read like a parts list and said nothing about the company behind it.
The old site organized hundreds of products the way the factory thought about them rather than the way specialists shop. Someone arriving to outfit an oral surgery suite had to already know Boyd's model numbers to get anywhere. Nothing conveyed the manufacturing story, and nothing turned a steady stream of qualified traffic into leads the sales team could act on.
We rebuilt the site around the specialties Boyd serves, so the catalog now mirrors how buyers actually think, with filtering and instant search layered on for anyone who would rather browse the full range. Art-directed photography, on-hover angle swaps, and keyword-aware copy carry the product detail. A gated resource library converts traffic into leads, and a two-way integration keeps the site, the store, the CRM, and Microsoft Dynamics in sync.
Services
- UX Design
- Web Design
- Web Development
- Content Strategy
- SEO
- CRM/ERP Integration
- Lead Generation
- Inbound Marketing
A dated product catalog rebuilt as a content-driven buying experience, wired into the systems behind it.
A Catalog Organized by Specialty
Categories lead with photography of real operatory rooms instead of product thumbnails, so visitors recognize their own practice first and the equipment second. Category and industry filters sit alongside for anyone who wants the full range.
Product Pages Built to Sell
Each product page pairs art-directed photography with rewritten copy. Hovering an item swaps to a second angle or a custom configuration, and every title and description was reworked around the terms specialists actually search for.
Merchandising the Category Page
Category pages promote three featured items up top, giving Boyd a lever to steer attention toward the products they most want to move rather than leaving the order to chance.
Resources That Generate Leads
A resources hub offers catalogs and specification guides behind a short form. Visitors trade contact details for the download, and the sales team gets a qualified lead instead of anonymous traffic.
Connected to the Back Office
A two-way integration links the website and store to Boyd's CRM and Microsoft Dynamics ERP. Inventory stays current without anyone updating it by hand, and new enquiries route straight into the sales pipeline.
Search Strategy from the Ground Up
The engagement opened with an SEO audit and competitor analysis mapping where Boyd already ranked, where rivals were winning, and which keyword opportunities were going unclaimed. That research shaped the site architecture and every line of product copy that followed.
One Piece of a Bigger Plan
The website anchors a broader program covering content marketing, organic search, inbound, and lead nurturing, mapped end to end so each channel feeds the next.
Results
Catalog restructured around clinical specialties, with filtering and instant search
Two-way CRM and ERP integration syncing inventory and routing leads
SEO audit and keyword-led rewrite across the full product line
