Project Background
PennWhite is a leading UK-based manufacturer of foam control agents, lubricants, and release agents for industrial applications. With a global footprint and customers across sectors like food & beverage, pharmaceuticals, and paper manufacturing, PennWhite needed a modern, user-friendly website to reflect its evolving brand and international presence.
Their earlier site did not reflect their technical expertise, product depth, or customer-first philosophy. As a chemical manufacturing company with complex formulations, they also needed to communicate clarity and trust through content and structure.
Highlights
- Fully responsive, multilingual-ready corporate website
- UX-first structure with intuitive navigation for industries and product families
- SEO-optimised, plain-English content to convey technical strength with clarity
- Built on a scalable CMS for easy updates and maintenance
- Delivered end-to-end: discovery, content, design, development, and deployment
The Challenge
PennWhite’s previous website had become outdated both in terms of design and functionality. The site structure did not cater to modern user behavior, lacked mobile responsiveness, and was not aligned to current SEO best practices.
Additionally, the language was overly technical and inward-facing. It failed to communicate the company's value proposition to global prospects in a clear, engaging way—especially for first-time users or procurement professionals unfamiliar with the brand.
The Solution
Rite KnowledgeLabs partnered with PennWhite to deliver a full digital transformation of the brand’s corporate website.
1. Content Strategy & Development
- Created a modern, customer-facing narrative focused on benefits over features
- Developed product pages that balance technical precision with easy readability
- Positioned PennWhite as a knowledge-led partner, not just a supplier
2. UX & Design
- Clean, minimal interface focused on accessibility and product discoverability
- Segment-wise navigation (by product, application, and industry) for faster access
- Use of bold visuals and white space to reflect PennWhite’s core values of purity and precision
3. CMS Development
- Website built on a scalable content management system to support product and data sheet update needs in future
- Enabled content blocks for flexible updates and maintenance in the future
Outcome
- A refreshed digital identity that now mirrors PennWhite’s innovation and customer centricity
- Greater product visibility and discoverability for prospective buyers and OEMs
- Faster load times, better mobile experience, and improved organic traffic indicators
- The PennWhite team is now empowered to update content with ease, thanks to the CMS backend
- A digital foundation in place to support future marketing, lead generation, and global outreach
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