exocet® is the brand name for fuel additives formulated and blended by Fuel Additive Science Technologies Limited (FAST).
The Shrewsbury-based business is a small chemical company, dedicated to the fuel distribution industry and offers fuel consulting, technical audits and supply services across the globe.
exocet®’s existing website “did not fulfil any useful function for the company or its customers” before they came to Ascendancy.
Managers struggled where to pitch the website, as a technical company with mostly professional buyers but, at the same time, wanting to offer help and advice to the public about the fuel they are using.
Ascendancy was asked to make a professional, crisp website, which also fulfilled two requirements.
The website needed to attract B2B sales online, making e-commerce a straightforward process which offered customers the chance to find products easily.
It also needed to give the public simple and clear answers to common questions about the fuel they are using.
The exocet® team wanted the new website to function, to be easy on the eye, quick to navigate and up-to-date – and that’s what we did!
Ascendancy knew customer experience was key for the exocet® website – and that applied to all types of customers.
The user experience needed to be a simple way of showcasing the extensive product range available and to make it a quick process to find exactly what they are looking for. The user-friendly designed product area now helps customers to pick from an array of choices including the size of container they need and the type of fuel to buy online.
We made the website more visually engaging by including a brilliant video about exocet®, bringing the company to life and making them more relatable to the viewer – enhancing trust and commitment to them as a business.
For any e-commerce business, contact is a priority. We also made contacting exocet® and engaging with them as easy as possible.
“The number of people contacting us has definitely gone up. It’s great to see.
The important thing is people internally feel comfortable with the new website and are proud of it. For customers, it’s definitely more user friendly and easier to navigate.
Ascendancy has been great with us. We engaged them initially three years ago to manage our SEO and then it was obvious to ask the team if they would be interested in improving our website; we are delighted with the result.”
Neil Ryding, Managing Director
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