Custom Engineering for Better, Cleaner Water.
- Design
- UI + UX
Framing the Work for SAMCO Technologies.
At A Glance: Designed a responsive website that improved lead generation and positioned SAMCO as a thought leader in wastewater and process purification. The experience balances credibility, education, and conversion for a highly technical audience.
SAMCO is a team of engineers specializing in wastewater treatment, purification, and filtration, often delivering custom solutions for complex industrial challenges. The redesign modernized the visual system and tightened conversion paths so the site could compete with much larger industry players.
Role: Lead Designer (UX Strategy, UI Design, And Conversion Flows).
Partners: 19 IDEAS Development Team + SAMCO Leadership.
Scope: Responsive Website Redesign, Conversion Funnels, Learning Center UX, And Content Architecture.
Tools: Sketch, Illustrator, Photoshop, UX Flows, And HTML/CSS Handoff Specs.
Constraints.
- Technical Content: dense engineering information had to be simplified without losing precision.
- Lead Generation: the site needed to improve conversion and inquiry volume.
- Multiple Audiences: purchasing agents, engineers, and executives all needed relevant paths.
What I Owned.
- Information architecture and page layout system for products and industries.
- Conversion flow design (contact prompts, inquiry paths, and lead capture).
- Learning Center UX for educational content and thought leadership.
- Responsive UI design and developer handoff specs.
Outcomes.
- A conversion-first web experience designed to compete with industry giants.
- A structured Learning Center that drives lead capture while educating buyers.
- Clear content paths across industries, solutions, and technologies.
Connecting and Converting.
Leadership wanted a measurable lift in digital lead generation. The redesign focused on clarity, hierarchy, and CTA placement to move visitors from curiosity to inquiry without friction.
Learning Center With Purpose.
To build credibility, the experience introduced a Learning Center that gives engineers and buyers access to detailed educational resources in exchange for contact information and job titles. This positioned SAMCO as a thought leader while supporting lead capture.
Conversion Calls to Action.
Prominent CTAs appear across key pages so visitors can easily request help, ask an engineer, or get a quote. The contact callout is intentional and consistent, supporting multiple decision paths without burying conversions.
Providing the Whole Picture.
The long-scroll homepage organizes information by industry, solutions, and technologies, then cross-references project briefs to build trust with decision-makers. The structure ensures each audience can quickly find the engineering depth they need.
Experience in Motion.
The b-roll below captures the homepage and conversion flow in action, highlighting navigation and CTA placement throughout the experience.
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