June 22, 2018

Re-constructing OGInd.com

Not just a pretty face, the new corporate website is user-friendly and built for loads of functionality

It was one of the first projects waiting for O&G’s new Corporate Marketing and Communications Manager, Seth Duke, when he came aboard last August, and it was a large one. The company’s website had been doing yeoman’s work since 2008 but lately was colliding with innovations in the world of Web communications. Visitors were expecting the smooth, feature-packed experience they had grown accustomed to elsewhere on the Web but weren’t getting it. The old site was unable to simply be “made over” (think of trying to convert a VW Beetle into a Cadillac Escalade). It needed a rebuild from the frame up.

Duke would lead the rebuild effort. A new site had been under development when he arrived. With input from various stakeholders in the company it would “get over the hump,” as he puts it, and speed to completion. “There were already a lot of great ideas here when I arrived,” says Duke. “It was just a matter of putting them together and refining them.” Everyone recognized the importance of getting this piece of the web framework right because of all that would be built upon it.

Mike Tripp of Ixtlandesigns was contracted as the site’s developer, tasked with turning the vision into a digital reality that would provide the same user experience across desktops, tablets and mobile devices. Significant upfront planning and strategizing was involved. Tripp and Duke worked together closely, often daily. “O&G’s new site is an enterprise-level undertaking,” says Tripp. “The site is built so we can easily add lots of functionality so it can grow as the company grows. The framework we used enables that.”

Everything about ogind.com is new – structure, content, capabilities – and what this database-driven site will be able to do is impressive:

  • capture sales leads and direct them to the appropriate channels;
  • offer custom home pages for each O&G division, all within the common “wrapper;”
  • integrate pages for targeted marketing campaigns and social calls to action;
  • integrate ERP (Enterprise Resource Planning) software and an intranet to enable searching and applying for jobs, locating resources like safety data sheets and customer forms, requesting materials quotes and electronic invoicing; and
  • readily support additional functionality as new needs

“We were looking to meet a couple of challenges with the new website,” says Matt Oneglia, one of the contributors to the rebuild. “The first was satisfying the high expectations of our clients, suppliers and employees in a technology-driven, competitive landscape. The second was presenting the sheer diverseness of O&G in a single website with one unified message.” He gives Duke high marks for what was accomplished. “From day one Seth understood these challenges. The functionality packed in there is a reflection of his hard work and we’re really excited about it.”

Quick for the actual coding and development – about two months – the site had a “soft launch” on February 1. On March 1 the complete suite of Phase 1 functions was made live. It will be followed this spring by the integration of the Masonry Division site and the addition of a graphic timeline depicting the company’s history. In the coming years the site will remain dynamic and adaptable and a worthy reflection of the diversity of O&G Industries.