AMTek Microwaves
Transforming Industrial Manufacturing Searches Into Qualified Website Engagement
This case study highlights how ThePixel redesigned AMTek’s website to better present their industrial microwave systems, custom control solutions, and global distributor network. With improved product pages, downloadable specs, smoother UX, and an interactive map, the new site has driven more engagement and strengthened their online presence.
4AMTek: Turning Industrial Equipment Searches Into Qualified Inquiries
4AMTek is a manufacturing solutions company specializing in industrial microwave processing equipment and systems. ThePixel redesigned their website to showcase complex equipment in a way that engineers, plant managers, and distributors can easily understand — with product detail pages, spec sheet downloads, and an interactive distributor map that all work together to drive higher-quality leads.
| Role | Principal UI/UX Designer & Web Strategist (research → launch) |
|---|---|
| Team | UX, UI, Content, Development, QA |
| Timeline | ~14 weeks · UX strategy, redesign, analytics wiring |
| Platform & Tools | WordPress, Figma, GA4, Google Search Console, Heatmaps, Interactive Map Library |
Research & discovery
Before designing screens, we needed to understand how industrial buyers research capital equipment: which details matter most, who is involved in the decision, and how they prefer to engage with manufacturers online. That work shaped the site as a product and distributor enablement tool — not just an equipment catalog.
Methods
- Stakeholder interviews with sales, engineering, marketing, and distributor partners.
- Review of existing sales decks, spec sheets, and inquiry emails from prospects.
- Audit of legacy website IA, product content, and contact paths to sales.
- Baseline review of Google Analytics metrics and heatmaps on key pages.
Key insights
- Most visitors arrived researching specific processes, capacities, or system configurations.
- Engineers needed quick access to technical specifications and downloadable PDFs.
- Images showing multiple angles of large equipment reduced uncertainty and pre-sales questions.
- Distributors wanted a clear, centralized place on the site to validate their territory and details.
Risks
- Generic product pages could push prospects to request spec details via email instead of self-serve.
- Scattered distributor information could create confusion around territories and contacts.
- Missing analytics would make it difficult to understand which products and regions drive demand.
Problem & goals
We reframed the site from “high-level overview” to a complete digital front door — where buyers can research, compare, and connect with 4AMTek and its distributor network in a few focused steps.
- Make it easy to move from product discovery to RFQ or contact on every page.
- Centralize all products and services into a clear, scalable IA.
- Highlight distributors on an interactive global map that’s useful internally and externally.
- Wire analytics and heatmaps to understand user journeys and optimize engagement over time.
End-to-end UI/UX journey & outcomes
The new experience connects the entire industrial buyer journey — from discovering 4AMTek through search to comparing systems, downloading specifications, and contacting a distributor or sales engineer. Each step focuses on clarity, technical credibility, and reducing friction on the path to a qualified inquiry.
| Journey stage | What changes | UX focus | Outcome |
|---|---|---|---|
| Discover equipment | Visitors land on a homepage that immediately highlights core equipment categories, applications, and industries served — anchored by clear “View Products” and “Talk to an Expert” CTAs. | Application-driven navigation, product family cards, and clear cues that all products and services are now listed on the website. | Prospects quickly find the right category and understand 4AMTek’s full capabilities. |
| Evaluate products | Product detail pages include technical specs, application notes, and galleries that show several angles of large microwave processing systems and equipment. | Engaging calls-to-action, persistent “Download Spec Sheet” and “Request Quote” options, plus inline contact forms for a better user experience. | More informed prospects with fewer back-and-forth emails just to obtain basic specs. |
| Locate distributors | Distributors now have a dedicated section of the site with an interactive global map and location-specific details. | Color-coded regions, hover states, and click interactions display distributor information without overwhelming the page. | Faster connections between prospects and the correct regional distributor — useful both publicly and internally. |
| Contact & follow-up | Contextual forms on product and distributor pages route inquiries to the right team members. | Short, focused forms with clear labels, optional fields, and success states that set expectations for response time. | Higher-quality leads, cleaner routing, and better visibility into what products and regions generate the most interest. |
| Optimize & iterate | Heatmaps, GA4 tracking, and Google Search Console provide ongoing insights into navigation, scroll depth, and engagement across product and distributor views. | Smooth hover transitions, clear feedback on interactions, and analytics wiring on key CTAs. | Decreased bounce rates across the site, increased sessions, and longer time on site as the team continues to refine the experience. |
Conversion-focused product pages
All products and services are now listed on the 4AMTek website, giving prospects a single, authoritative source for equipment information. Each interior product page presents the technical details buyers expect — while keeping calls-to-action front and center.
- Engaging CTAs such as “Download Specification Sheet,” “Request Quote,” and “Talk to Engineering.”
- Inline contact forms tuned for technical inquiries and project requirements.
- Galleries showcasing several angles of each large microwave processing system and component.
- Application and industry tags that help visitors understand where each system fits.
- +46%
- Increase in spec sheet downloads from product pages
- +33%
- More visitors reaching product contact forms
- 2.0×
- Increase in views of detailed product imagery
- −21%
- Drop in exits from product pages without interaction
Interactive global distributor map
Distributors now have a dedicated section of the website. We developed an interactive global map with color-specific regions and hover interactions that surface distributor details in context. The tool has become a highly used feature, both publicly and internally.
- Color-coded regions to distinguish territories at a glance.
- Hover states revealing distributor names, locations, and contact information.
- Click-through paths to deeper distributor profiles or localized contact options.
- Internal teams use the map as a single source of truth for current distributor coverage.
- +58%
- Increase in distributor-related page views
- +27%
- More sessions including at least one map interaction
- −26%
- Drop in support requests asking “Who covers my region?”
- +19%
- Rise in distributor leads originating from the website
Performance, analytics & engagement gains
After launch, ThePixel monitored GA4, heatmaps, and Google Search Console to confirm the redesigned experience was doing its job — reducing bounce rates, increasing sessions, and keeping industrial buyers on the site longer.
Traffic & visibility
- +29% Increase in organic sessions from search within the first 90 days.
- +34% More visits landing directly on product detail pages vs. generic entry points.
- Top positions Ranking improvements for key industrial microwave and processing-related queries.
Engagement signals
- −24% Decrease in bounce rate across the website following the redesign.
- +31% Increase in average session duration as users explore more content.
- +26% Lift in pages per session for visitors engaging with product and distributor content.
UX optimization
- Heatmaps Installed heatmaps to understand scroll depth, click patterns, and hover behavior.
- GA4 + GSC Tracked key conversion events and search performance through GA4 and Google Search Console.
- Continuous Ongoing recommendations for using console data and user journeys to refine CTAs, page layout, and content hierarchy.
UI/UX process & development lifecycle
ThePixel followed a structured UX and development lifecycle — from discovery to launch — focused on aligning 4AMTek’s sales and distributor needs with a seamless digital experience that supports complex industrial buying decisions.
| Lifecycle stage | Focus | What we did | Outcome |
|---|---|---|---|
| Research & discovery | Understand buyers and distributors. | Interviewed internal stakeholders and distributors, reviewed historical inquiries, and captured common questions about capabilities, configurations, and regions — alongside baseline analytics. | Clear picture of how engineers, plant managers, and distributors prefer to interact with the brand. |
| Problem definition | Align on bottlenecks. | Defined friction points: incomplete product coverage on the site, unclear CTAs, and limited visibility into distributor territories. | Shared backlog focused on organizing all products online and elevating distributor tools. |
| Experience goals | Define success for UX and the business. | Set targets around spec downloads, distributor map usage, qualified inquiries, and reductions in bounce rates. | Measurable KPIs used to guide IA decisions, interaction design, and analytics wiring. |
| Design & flows | Connect products, distributors, and contact paths. | Created a responsive IA, category layouts, product detail templates, interactive map views, and contextual forms that align with real buyer workflows. | A cohesive experience where “Download Specs,” “Request Quote,” and “Find Distributor” are always within reach. |
| Validation & iteration | Test and refine. | Implemented heatmaps and GA4 events, monitored engagement, and iterated on layout, hover states, and CTAs based on how users actually navigated the site. | Stronger engagement with product content, better use of the map, and steady improvements in site performance metrics. |
Buyer journey map & emotions
The journey map tracks how an industrial buyer discovers 4AMTek, evaluates products, connects with a distributor or sales engineer, and returns for future projects — and how their confidence grows as questions are replaced with clear information and intuitive interactions.
Search & discover
Exploring optionsThe buyer searches for industrial microwave processing solutions, capacities, or applications and discovers 4AMTek’s updated site in search results and industry referrals.
Scan product lines
Curious, focusedProduct families and applications are easy to scan, helping the buyer quickly confirm whether 4AMTek offers the right type of system for their process.
Review details & specs
InformedClear specifications, multiple equipment angles, and downloadable datasheets give the buyer what they need to evaluate fit and share information internally.
Find distributor or contact sales
AssuredThe interactive global map and contextual forms make it simple to reach the right regional distributor or sales engineer without guesswork.
Align on solution
Clear pathFollow-up conversations build on the information already captured online, shortening the time from initial research to a well-defined solution proposal.
Return & expand
Confident partnerFor future projects, the buyer returns to the site as a trusted resource — reusing product pages, specs, and distributor tools to support long-term partnership with 4AMTek.
Validation & accessibility
Accessibility, performance, and clarity are built into the 4AMTek experience — especially for visitors who arrive mid-funnel on product pages. The site is designed so that all users can comfortably navigate, compare, and contact the team, regardless of device or ability.
| Area | Standard | Status | Notes |
|---|---|---|---|
| Color & contrast | WCAG 2.2 AA | Met | Buttons, links, and status states meet AA contrast thresholds on both light and soft background treatments, including equipment imagery overlays. |
| Keyboard & focus | Keyboard access | Met | Navigation, accordions, image galleries, interactive maps, and forms are fully keyboard-accessible with visible focus states and logical order. |
| Semantics | HTML & ARIA | Met | Headings, landmarks, and labels help assistive technologies parse product sections, maps, and data-heavy areas correctly. |
| Error prevention | Form guidance | Met | Inline validation and clear microcopy prevent errors and preserve entered data across multi-field inquiry and quote forms. |
| Motion & hover | Animation safety | Met | Smooth hover transitions between services and cards create an engaging UX while respecting reduced-motion preferences and avoiding distracting effects. |
| Docs & exports | Readable outputs | Improving | Specification PDFs and documentation are being updated with improved tagging, headings, and notation for more accessible reading and sharing. |
