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A Website for the Road Ahead

A tbk Case Study

A Fork in the Road

Armtec was at a fork in the road: Armtec products are woven into 70% of all Canadian roads, yet too few people were aware of Armtec as a national infrastructure expert. Why? Its underperforming, outdated website. It didn’t align with Armtec’s century-long legacy.

tbk designed and developed a new website for Armtec to help the company become as established on the information superhighway as they are on Canada’s highways and byways.


increase in organic traffic


increase in new users


decrease in bounce rate


keywords in Google's top 3 position

About Armtec

With over a century of experience, Armtec is the largest manufacturer of water management and infrastructure solutions in Canada. It provides engineered construction solutions for public and private infrastructure projects across Canada, as well as in select global markets. Armtec’s broad range of solutions include products for drainage, bridge applications, soil retention, rehabilitation, and water management systems.

Website: Under Construction

After thorough keyword research and a UI/UX strategy session, tbk hit the ground running to modernize Armtec’s website.

Our agency recognized the importance of building SEO-optimized mega menus to house Armtec’s many different products and services. We also devised a more strategic way of connecting website visitors with Armtec engineers. That connection is now personalized with a “virtual connect” feature with humanized engineers who can meet at the preferred time of whoever is submitting the online form.

Armtec’s new website is designed to be entirely bilingual (English and French), opening doors to new leads in both languages. It’s made that much more accessible because it follows strict WCAG 2.0 Level AA guidelines, the benchmark of web accessibility.

A Different Kind of Engineering Excellence

The new website that tbk created for Armtec is helping the company better present itself as a trusted 100-year-old brand. The website pairs a century of engineering history with modern design and functionality, including backend data and conversion tracking.

Since launching the website, Armtec has seen a steady increase in people visiting the site. In a four-month comparison after the site launched, organic traffic increased by 113% and new users increased by over 70%. The bounce rate decreased by 8%, indicating people are finding what they need on the website.

Armtec has also seen huge search engine optimization improvements thanks to tbk’s SEO strategy. Now 44 keywords are ranking in Google’s top 3 position, helping more people discover this iconic Canadian brand. Armtec’s new website has the right pathways for people to find what they need for their infrastructure projects—today and well into the future.

We’re seeing 10x the number of website visitors.

Before we launched the new website from tbk, Armtec’s website was seeing between 20-50 visits per day. Now daily website visits are in the hundreds. Some days, such as our busy season, we’re seeing 10x the number of website visitors.

Tell Us About Your Business Needs

Melissa McInerney, CEO

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