Ultrachem, Inc.

Mid-sized Manufacturer
Ultrachem Inc.


Ultrachem, Inc., located in New Castle, Delaware, is one of the oldest specialty lubricants compounders in the United States. Since 1965, Ultrachem has built an impressive reputation as a supplier of the OEM and industrial maintenance markets.

Ultrachem manufactures a large product line of synthetic lubricants. They wanted a Web site that would highlight this extensive product line while giving them the ability to continually add and update new products to a database and to further utilize the database to produce a comparison chart of products from other suppliers.

Advance Design Interactive built a dynamic Web site with database-driven content. Through the new Web site, the complex product line is presented in a way to enable users to find what they are looking for effortlessly. Users can find products by application, competitive comparison chart, or by product name. In addition, Advance Design Interactive built the functionality for Ultrachem to manage the changes to the Web site in-house. Upon completion of the Web site, Ultrachem has worked with Advance Design Interactive in marketing the Web site on the search engines through natural and paid search.

Shortly after the new Web site went live, Ultrachem saw an increase in traffic. It continued to build for the months after that. The most notable increase has come from the international market. Ultrachem now has customers in Chile, Mexico, Pakistan, Thailand and the UK as a direct result of the Web site.

Bob Whiting, Vice President with Ultrachem states, "We've been impressed with the way the site and search engine marketing efforts have helped our business, especially overseas. We know through our sales calls that new customers are finding us through the Internet/Search Engines, and that's exactly what we had hoped for when we began this project."

The Web site has gotten the information out to the customer in a professional manner and has increased sales. Since the launch of the Web site, Ultrachem was able to almost double the size of their office and warehouse space.

The Web site's design and ease-of-use is a major improvement over the previous Ultrachem Web site as well as over the sites of its competitors. The Web site navigation is now simpler and more straightforward, allowing for customers to quickly find what they are looking for. The product database and competitive analysis charts are, again, organized in a simple manner, allowing the customer to find what they are looking for quickly and easily.

Additionally, by allowing Ultrachem to make in-house changes and corrections easily, the Web site always has the most up-to-date product information. Ultrachem constantly refers new and repeat customers to the Web site for extensive use of the up-to-date crossover information that is necessary for them to select the correct product—cutting down on the need to continually update printed information to mail to customers.

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