Geringhoff is a German- based agriculture company with its American manufacturing headquarters in St. Cloud. They came to us in 2016 looking to add inbound marketing into their strategy and update their website, more specifically their “Build a Head” tool. This “Build a Head” tool enabled users to do just that – build a custom combine header based on crop specifications and combine manufacturer. From there, potential customers could build the corn (or other crop) header to their exacting specifications, print it, and find a dealer to bring it to life.
The problem with the tool was its lack of intuition and outdated properties that didn’t match the user of today’s online profile. Geringhoff placed a big emphasis on a revamped “Build a Head” tool that would help users come to their own conclusions about the implement equipment they were looking for. Our web developer, Scott Sandbakken, was tasked with creating a better Build a Head tool as part of the website strategy.
One of the first steps we take with new clients is to review current website structure and any proprietary tools or plug-ins they might have. The next was to understand the logic of the tool. In order to build a tool that would be accurate and responsive, he had to map out all possible combinations a user could potentially select to make sure it would be included in the final output. Next, Scott had to determine what would be the most comprehensive order for the users to select.