Tway Lifting Products is a 3rd generation, family-run business, manufacturer and distributor of lifting and material handling equipment. The company was founded by Joseph R. Tway, and now it is taken over by Peter Hansen, who is currently the CEO. They have served some key industries for over 70 years, which include construction, mining, automotive, utilities, and steel production. They are an Indianapolis-based company yet they provide both manufacturing and rental services through a wide distribution network, including physical stores and online platforms. Tway Lifting Products' proudest moment is supplying special manufactured equipment to high-profile venues like the Indianapolis Colts’ Lucas Oil Stadium and the Dallas Cowboys Stadium, both complex, billion-dollar constructions delivered under budget and on time. They have both a prosperous history and a strong industry presence, and with that, they wanted a digital transformation to match their offline reputation and scale their reach to modern audiences.
Tway Lifting Products collaborated with MSM Coretech to enhance their online companionship. Their requirement included:
Website Development: They wanted a new website developed from scratch that could reflect their technical strength and diverse services.
UI/UX Design: They wanted an easy-to-use interface which is suitable for both industry professionals and general contractors.
Web Content Development: They wanted a translation of their legacy to their website and it also needed to be engaging web content.
Search Engine Optimisation: They required visibility and search ranking for highly competitive industry keywords.
Device Responsiveness: They also wanted a website that is suitable and smooth to browse on all kinds of devices.
The clear mission of Tway Lifting was to create a professional online identity that reflects their decades-long trust and also a wide range of their services. However, during the initial stage of the project, we faced some challenges like:
- Portraying 70+ years of legacy in a modern web design without compromising trust.
- Structuring large amounts of tech content into easy-to-get information.
- Developing a clean yet functional design which covers multiple services.
- Providing a smooth user journey for different industries with different needs and requirements.
- Optimising content and performance for a legacy business going digital in a competitive SEO environment.
MSM Coretech followed a systematic and collaborative methodology in taking the Tway Lifting vision and transforming it into a powerful online reality.
Web Development: We provided a feature-rich and responsive website that reflected the company image and industrial heritage. The website has been architected based on clean code principles with modularity and scalability in mind so that in the future, it may be easily expanded or updated.
UI/UX Design: The emphasis was, therefore, on industrial strength and simplicity of navigation. Custom-built icons, bold fonts, and grid layouts ensured that the users found it easy to reach the product and request it really quickly. The whole design process was kept performance-conscious to keep the design clean and crisp across all screen sizes.
Content Development: Our team of writers revamped all product and company information that was then organised in a brand-new way. We strived to find a balance in technicalities and user-friendly terminologies so the site is an informational resource that is not overwhelming. Building an immediate trust happens through presenting some of their major achievements.
SEO Optimisation: Created from the ground up, each page included all SEO best practices. Enhancements were done to product names, service categories, meta tags, and schema markup, thereby making the search engines more aware of local and industry-type enquiries.
Mobile & Performance Optimisation: Considering the B2B nature of Tway Lifting's business, we went for mobile-first optimisation. The website became very fast to load and also had lazy-loading images, along with compressed media assets to enable optimum performance in varied bandwidth conditions.
