Laticrete migrated all product lines and product brands into a single site, making it easier to explore the company's complete array of products and systems. Visitors can also search for products by product line, brand name, application or warranty, and a new product recommendation tool which allows users to find the perfect products for a specific project.

Product pages have been completely redesigned and are focused on a "no dead-ends" approach which allows visitors the option to explore the recommended applications for which a product can be used, find related training opportunities and discover local distributors who stock products.

"Creating a new website from scratch requires a substantial investment, so it was critically important to us that we future-proof our design as much as possible," said Ken Tarwood, electronic marketing manager.

Education is also a focus of the new website with quick access to the Laticrete University, offering e-learning courses that present vital industry and product information with easy learning segments that can be taken online anytime.

"We didn't simply launch a new site with new technologies; we launched a platform that will scale with the organization and its expansion into new markets," Tarwood added.