Two divisions, two technical worlds, one reputation. And a site that works as an international sales office.
Vortex Hydra is an Italian company doing excellent work for 50+ years, present in more than 70 countries, with two distant souls: machinery for concrete roof tiles and — through the DAMS division — valves and hydromechanical equipment for dams and hydroelectric plants. They were very strong in the field, but online it was not immediately clear. We built a multilingual web ecosystem conceived as localization, not translation. The result: +150% qualified international leads, with new clients in China and Brazil.
WHO VORTEX HYDRA IS
Who Vortex Hydra is.
A company from Ferrara (Copparo) with more than 50 years of history and a reputation built worldwide, through strategic subsidiaries in England, Brazil, China and Australia. Its particularity is operating successfully in two apparently distant sectors: the roof tile machinery division, a world leader in machinery for producing concrete roof tiles, and the DAMS division, which designs water control systems and sustainable energy solutions with hydromechanical equipment and valves.
The complexity comes from exactly that: two markets, two technical languages, different decision makers — but one reputation to protect.
THE CHALLENGE
“We were strong in the field. But online it was not immediately clear.”
The client’s sentence says it all: “with two divisions this different, we were afraid of losing opportunities simply because the site did not guide people enough.” The digital presence was dated and fragmented: two sites telling two worlds with bare structures, repeated calls to action but no journey taking a user from the question to the project.
The risk was that all that engineering strength would translate online into generic messages, barely differentiated and hard to scan for someone arriving from a different market looking immediately for applications, production capacity, services and support. Two technical audiences with two decision processes, to be held together without flattening either.
WHAT WE DID
Two sites, one grammar.
We designed a WordPress system that made the technical content readable and guided the user towards contact progressively and locally. The heart of the project: a multilingual approach that goes beyond translation and aims at localization — adapting content, forms and CTAs to the expectations of very different markets (China and Brazil included), because terminology, the tone of an enquiry and the depth of information change from country to country.
Every language version is a coherent ecosystem, able to speak to its market, while keeping one single group identity across the roof tile division and the DAMS division.
ADAM phases: Analyze + Design + Measure
Multilingual WordPress
Localization (not translation)
Two complementary sites
THE TECHNICAL PART
Architecture built on needs, not on a brochure.
We started from the way users actually think — especially in the roof tile division, where the needs are already stated as questions: start a production line, improve capacity, diversify, find services and spare parts. We turned that logic into clear navigation paths: context first (what do you want to achieve), then the solutions, then the technical depth, and finally the contact. So the site does not ask for trust straight away: it earns it, step by step.
And a sober, authoritative UI, with scannable content: in industrial B2B the interface should not dazzle, it should carry quick reads and technical depth — because a company that looks “organized” from the interface alone gets past the first mental filter before an international sales enquiry.
THE OBJECTIVE
Digital as the first sales conversation.
When a company works in more than 70 countries, the site is not a shop window: it is often the first sales conversation. Starting from a bare presence, we turned clarity into a competitive advantage: understandable journeys, readable technical content, a multilingual system conceived as localization. The collaboration was continuous because, in engineering B2B, one wrong word can mean a misread specification and a lost contact.
The objective was not “more traffic”, but better conversations: enquiries with more context, closer to a real project. And making it clear that the two divisions are not two separate companies, but two capabilities under one industrial discipline.
ADAM phase: Amplify
LinkedIn B2B
Google Ads
An editorial plan for both divisions
—
THE NUMBERS
OUT OF CLARITY, BETTER ENQUIRIES
Not more traffic. Better conversations.
Qualified international leads
+150%
with new clients in strategic markets like China and Brazil.
Average time on site
+40%
users do not only arrive: they stay, read, understand, act.
Form conversion
Better
localized journeys that reduce the ambiguity of an enquiry.
Localization, not translation: fewer misunderstandings, more trust, enquiries that are comparable across countries
70+
countries served
2
divisions · one identity