SMACH Corporate Website Redesign
A full corporate redesign that turned a product-heavy, engineer-only website into a structured platform ready for regional expansion.
Content
Overview
The Challenge
Our Approach
Result & Impact
Technologies & Tools
About This Project
SMACH (Smart Chemistry) is an Ecuadorian company with 18 years of experience delivering integrated hygiene solutions for industrial, institutional, and home sectors. Operating with ISO 9001:2015 and FDA certifications, the company has direct presence in Ecuador and Peru, with clear plans to grow across Latin America.
When SMACH approached Menta, they were preparing for regional expansion and the progressive launch of new product lines, including their Bio Cleaners brand Auralis. Their existing website could not support these goals: roughly 100 active products were presented without structure, the brand identity was diluted by a strategic partner's visibility, and the content spoke almost exclusively to chemical engineers.
Menta led a comprehensive redesign focused on three outcomes: restructuring the site's information architecture for multi-segment navigation, repositioning SMACH as an autonomous and credible brand, and building a scalable digital platform ready to support growth into new markets.
The Challenge
CHALLENGE 1
Disorganized Information Architecture
The existing site listed approximately 100 active products with no clear categorization. Chemicals, supplies, and equipment were mixed together without hierarchy, making it nearly impossible for non-technical users to identify the right solution for their context or application.
CHALLENGE 2
Content Written for Engineers Only
Terms like surfactants, microbiological protocols, and formulations created a knowledge barrier that excluded institutional buyers, procurement managers, and home segment customers. The language was technically accurate but commercially limiting.
CHALLENGE 3
Diluted Brand Perception
A strategic partner, Tensid, had excessive prominence throughout the site, creating the impression that SMACH was a distributor rather than a primary brand with its own capabilities and regional infrastructure. This conflicted directly with the company's expansion plans and the independent development of sub-brands like Auralis.
Our Approach
Solution 1
Dual Navigation Architecture
We benchmarked international competitors including Diversey, Ecolab, and Proquimia, then designed a dual navigation system: by Sector (Industrial, Institutional, Home) and by Solution type across 11 main categories. Users can now navigate based on their industry context or their specific need, with cross-linking between both taxonomies reducing the time required to find relevant products.
Solution 2
Accessible Content Strategy
We established strict writing guidelines built around the formula "What + For Whom + Benefit" across all pages. Technical terminology was replaced with accessible language, and information was structured with progressive depth: commercial-level content first, with detailed technical specifications available on demand through PDFs and dedicated links. This structure serves both non-technical decision makers and specialist buyers without alienating either.
Solution 3
Brand Repositioning
We redesigned the site's visual and editorial hierarchy to place SMACH as the dominant brand across all sections. Tensid is now presented as one of several strategic partners in a dedicated section, without geographic references that could suggest dependency. The Auralis sub-brand received its own dedicated space with a scalable structure for future growth, and SMACH's direct regional presence in Ecuador and Peru was prominently communicated throughout the site.
Results & Impact
We measure success through real business outcomes. Here's what this project achieved.
51.1%
Engagement Rate
of sessions were fully engaged, without active SEO or paid media
2m 54s
Average Session Duration
indicating that technical content is relevant and holds attention
29
Contact Events
form submissions generated with zero paid campaigns or active SEO
Technologies & Tools
Every project requires the right tools. Here's what powered this implementation.
Webflow
Figma
Adobe Creative Suite
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We follow a structured two-meeting process. An honest assessment of your current digital presence and a clear path forward. That's it.
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