ABOUT

Concept
BlakerTech was established as a new division specialising in metal recycling equipment, following the acquisition of an existing manufacturer. The business started with a small internal team and no established marketing platform, so the website needed to act as a central information hub for technically complex products, supporting sales enquiries without placing pressure on internal resources.

As the products were highly specialised, the initial challenge was to build a clear understanding of the equipment from the ground up and translate this technical detail into accessible, well-structured content for prospective customers.

Execution
I worked closely with the in-house engineering team to learn how each product functioned, how it was used on site and the specific problems it solved within metal recycling operations. This knowledge was used to structure a website that clearly explained each product’s purpose, process and performance.

To make the equipment easier to understand, we developed 3D animations for each product, allowing visitors to see how the machinery worked in practice. This provided a far more engaging alternative to traditional technical documentation.

The website was supported by downloadable specification sheets, customer testimonials and detailed case studies. Supporting sales literature was created using the same approach, ensuring consistency across all customer touchpoints.

Results
The website became a practical sales and support tool for four years, enabling prospective customers to self-educate before making contact and reducing the burden on a small office team. By combining clear explanations with visual demonstrations and proof of performance, the platform helped establish credibility for a new division and supported the successful promotion of BlakerTech’s equipment to the recycling sector. As a continuation of this project, I also manage their LinkedIn social media account.