• Streamlined the global navigation from a long list of dropdowns and menus to only 5 key pages: HOME, ABOUT, RESEARCH, BOOK A SERVICE, BECOME A FRANCHISEE
• Replaced a text list of franchisees with an integrative map that allows potential customers to click on their state or country to find a service provider near them. Then, created a landing page for each franchisee to give them a DryJect-specific web presence.
• Reduced page count from 150 to 59. The remaining pages are mostly links to supporting PDFs and franchisee landing pages.
• Edited an existing video that was buried on an interior page and converted it to an edge-to-edge video loop at the top of the Home Page hero screen for an instant product demo to dramatic effect.
• For better brand cohesion, our team lifted the blue sky color from the video and incorporated it into the branding palette, then used the new blue as the color for all Call to Action buttons.
• Created a lead generation system on the footer of every page that allows interested turfgrass managers to request demos from franchisees, or to contact the manufacturer for franchisee information. This eliminated the need for a standalone contact page.
• Dug through decades worth of research papers, charts, and articles to find lost gems of scientific proof that the machine’s service works with demonstrable effectiveness. That information was translated into colorful, easy-to-read charts and diagrams that tell the product’s benefit story.
• Added Google Translate to the site as customers are international, with a focus on English, Mexican Spanish, and French Canadian.
• Added SEO terms, title, and meta tags, submitted the site to search engines, and optimized on-page SEO.

The new Dryject.com launched on July 2, 2025. A month later, organic visitors to the site had nearly doubled.