While SMEs are Elacin’s primary target audience, demand from consumers is growing rapidly. We aimed to transform a purely informational platform into an activating environment that continues to focus on B2B clients while also encouraging B2C customers to purchase hearing protection. The challenge lay in addressing two distinct target audiences with different needs and expectations.
A website where content can easily be edited in multiple languages
For Elacin, we developed a website that effectively serves the SME market. The site needed not only to inform but also to activate—with user-friendly navigation and conversion-focused features aimed at increasing both online visibility and sales.
The main goal was to increase (online) visibility and drive user action. The new website needed to make it easier for consumers to purchase hearing protection and for SMEs to request quotes or schedule appointments more efficiently.
We started with a pilot to explore the B2C market and gather valuable insights. These insights formed the foundation for the new website, which we built in Umbraco. This platform combines intuitive navigation, engaging call-to-actions, clear audience segmentation, and flexible content management tool, tailored to both business and private users.
The specialist in custom hearing protection
With 40 years of experience, Elacin is the leading specialist in custom-made hearing protection. Our advanced products, such as the Elacin RC filter and Elacin Universal Earplugs, offer clear speech intelligibility and premium quality, setting the industry standard.
Exploring the consumer market with a pilot
To assess the feasibility of direct consumer sales, we launched a pilot. We developed landing pages for consumers and examined whether they were willing to book an appointment for a hearing assessment. This pilot took place in Breda, Rotterdam, and Nijmegen. It proved to be successful and confirmed the growing demand for custom-made hearing protection in the consumer market.
A website that turns insights into results
The successful pilot provided valuable insights, which served as the blueprint for the new website. We built the site in Umbraco, a platform that integrates seamlessly with Elacin’s Microsoft-based business processes.
"What was really important for us is that we can now easily edit content in multiple languages. This CMS works perfectly for that,” says Gemma Schneeman, Director of Marketing & Digital Sales at Elacin.
The new website offers:
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Smart navigation that quickly leads customers to the right information
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Conversion-focused call-to-actions that simplify scheduling, quote requests, and contact
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Clear segmentation with categories such as work-related protection, travel, sleep, and events
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A flexible content management environment, enabling Elacin to edit pages and content with custom blocks
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Google Maps integration for an improved store locator, allowing customers to book appointments at their preferred location
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Multilingual support via Umbraco Translation Manager
“The addition of the ‘Hearing Protection’ section to the main menu has been a real success,” adds Gemma. “It helps us tell our story more effectively, and our customers find what they’re looking for faster.”
A solid foundation for market growth
Thanks to the renewed website and strategy, Elacin has established a strong foundation to increase its market visibility. Customers can now find information more easily, schedule appointments effortlessly, and are actively encouraged to take action.
At the same time, the website maintains a strong focus on the B2B market, offering relevant content on legislation and professional use. “Not only are we receiving a lot of positive feedback from our clients, but they are now actively requesting our content. That shows we’ve taken the right steps,” says Gemma.
Continued growth and digitalization
Elacin continues to invest in growth and digital innovation. Together, we are working on the next steps to further strengthen the website and strategy:
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Creating a KPI dashboard to monitor website performance and marketing efforts
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Further optimizing the store locator and improving user experience
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Expanding the digital marketing strategy
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Future plans for a B2B customer portal and a possible webshop for consumers
We are incredibly happy with the collaboration. Orange Juice combines creativity with expertise and a practical approach. Thanks to that combination, we now have not only a better website, but also a strategy that supports our growth.
We are happy to help you achieve digital success
We would love to tell you more about our solutions. You can reach us by phone or email.
