Hapman, a leader in the manufacturing industry, asked BFT to step in to rebuild its website to recover lost visibility.

Hapman re-engaged BFT as its marketing agency and website development partner. When they returned, their SEO performance and lead quality had declined, and the website wasn’t ranking well in search.

Hapman designs and builds bulk material handling equipment and complete material handling systems for industries such as food & beverage, chemicals, plastics, and building products. They rely heavily on digital RFPs and RFQs to drive sales growth in the manufacturing sector.

BFT had previously supported their website, so when Hapman returned after working with a different agency, they needed a website development agency that understood their industry and historical digital ecosystem. Our background allowed BFT to quickly diagnose issues and realign the site with Hapman’s broader marketing goals.

The Challenge: SEO Decline & Website Development Issues

During their time with another website development agency, Hapman’s site accumulated significant technical debt, resulting in performance issues and a noticeable drop in SEO rankings. This impacted visibility in the manufacturing space and reduced the volume of high-quality RFPs. Hapman needed a marketing agency capable of both repairing past issues and reimagining the site with a modern, customer-focused approach.

BFT’s Strategic Approach: Marketing Agency + Website Development Agency Alignment

Because BFT already understood Hapman’s audience and goals, the team accelerated discovery and moved directly into strategy.

A brand audit ensured alignment with ongoing marketing efforts, and a targeted SEO plan preserved strong existing content while restructuring areas that were hurting visibility. With 300+ pages and 13 templates requiring migration, BFT balanced preservation with modernization.

The Rebuild: Modern Website Development for a Manufacturing Leader

BFT rebuilt the site using modern website development best practices, eliminating technical debt and improving performance. The team enhanced UX through a cleaner structure, new homepage rendering, and animated hero sections for key manufacturing product pages. As the project evolved, BFT adapted to scope changes collaboratively, ensuring the website met Hapman’s strategic needs.

Adding Custom 3D Modeling Options

During the rebuild, BFT recognized an opportunity to showcase Hapman’s full product line in a custom 3D model. By clicking on each numbered product, a description of the conveying equipment appears, with options to jump to the full product page to learn more. This 3D model allows a customer to envision what a full system of Hapman equipment could look like on a manufacturing floor. It also links equipment together in a coherent, visual way.

Our designers also animated multiple products throughout the site to illustrate how products flow through processing, conveying, and bag-handling systems.

Positive Digital Marketing Results

SEO Recovery & Digital Growth for Hapman

After the rebuild, Hapman saw improved website stability, faster performance, and restored SEO visibility. Organic search performance strengthened, contributing to an increase in high-quality RFPs from manufacturing buyers. The new site now offers a modern, intuitive customer experience that supports ongoing marketing and lead-generation goals.

A Long-Term Marketing Agency Partnership with Hapman

The rebuilt website gave Hapman a scalable, future-ready platform supported by strong SEO fundamentals. Their renewed partnership with BFT ensures continued alignment across marketing, strategy, and website development—positioning Hapman for ongoing digital growth in the manufacturing industry.

“

Blue Flame Thinking helped us turn a confusing, outdated website into a clear, user-focused experience. Their collaborative approach made a real impact—our traffic nearly doubled within three months of launch.
– Jessica, Marketing Manager

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