Heiniger

Lab 385 transformed Heiniger Australia’s regional site into a high-performance, automated multi-site platform for AU, NZ, and global markets—streamlining stockist management, expanding product visibility, and setting the standard.

The Opportunity

Keep Growth Momentum When
Your Website Supports Both Local and Global Impact

Heiniger Australia, the regional arm of Swiss shearing equipment leader Heiniger AG, needed a digital platform that could serve the needs of Australian and New Zealand shearers with the same precision their tools are known for. The existing global website wasn't cutting it. Content was limited, stockist data was hard to manage, and critical local differences were missing entirely.

Manual updates were eating into staff time. Managing two distinct regional markets required duplicate effort. And the site lacked the digital polish to reflect the company's engineering reputation.

This wasn't just about localisation. It was a chance to transform a regional website into a scalable, high-performance platform that would go on to influence global brand direction.

Platform Stability

Built for efficient content management across AU and NZ.

Automated Management

Custom scripts remove manual processes and reduce admin hours.

Global Recognition

Swiss HQ adopted the Australian site as their global homepage.

Our Approach

Crafting a Long-Term Platform That Performs at Every Level

This multi-year collaboration focused on creating a strong, scalable foundation for Heiniger's digital presence. One that delivered local usability with international standard quality.

Foundation Discovery

  • Audited regional differences in stockist workflows
  • Identified friction points across admin and UX
  • Mapped opportunities for automation
  • Integrated Swiss brand story into local identity
1

Platform Design & Multi-Site Build

  • Built Craft CMS multi-site system for AU/NZ
  • Created central dashboard to manage all properties
  • Enabled content toggles for regional visibility
  • Applied mobile-first principles across layouts
2

Feature Development

  • Delivered geolocation stockist finder with Google Maps
  • Automated FELCO product database updates
  • Expanded search display to support 999+ results
  • Integrated visibility controls across regions
3

Heiniger Academy Rollout

  • Created training portal with user accounts
  • Built searchable knowledge base
  • Enabled certification tracking
  • Admin-level management for training workflows
4

Long-Term Support & SEO

  • Ongoing SEO programme implementation
  • Regular UX updates and improvements
  • Continuous sync and performance monitoring
  • Technical optimisation across properties
5
The Solution

A Manufacturing Website That Sets the Standard

What began as a regional platform upgrade became the benchmark for Heiniger's global digital presence. With efficient architecture, automated systems, and flexible content controls, the site now powers Australian, New Zealand, and global brand visibility from a single login.

90% Health Score

High-performance site aligned with best practice SEO and UX

One Dashboard Control

AU, NZ and Academy sites all managed centrally

Automated Workflows

Stockist updates and product changes handled via script

Global Adoption

Swiss HQ adopted the design for international rollout

Growth Infrastructure

Flexible, efficient platform supports long-term expansion

The Results

From Admin Workload to Global Digital Influence

Operational efficiency transformed completely. Manual stockist management that consumed hours weekly now runs via automated script, reclaiming valuable time for strategic work. Content publishing moved from multi-login, slow processes to a central dashboard enabling faster updates. Search capabilities expanded from limited results to supporting 999+ products, dramatically improving visibility. Content control shifted from developer-only access to internal toggles, giving teams autonomy.
Performance metrics demonstrate sustained growth. The Australian site generates 3.55K monthly clicks while New Zealand contributes 1.07K monthly clicks. Combined platforms achieve 213.5K total monthly impressions. The 90% site health score reflects technical excellence and best practice implementation. SEO ROI from ongoing investment continues to compound, delivering increasing returns.
Global recognition validated the approach. Swiss HQ's adoption of the Australian design as their global template represents the ultimate endorsement. What started as a regional upgrade influenced international brand direction. The platform's quality and functionality set new standards across the organisation. This recognition demonstrates how local excellence can drive global transformation.
Long-term value continues accumulating. Infrastructure built for autonomy means internal teams now manage updates with ease. Automation reduces administrative burden weekly through stockist and product data scripts. Quality design and development created a platform that continues performing years later. The combination of technical excellence, operational efficiency, and strategic vision delivered a manufacturing website that truly sets the standard for the industry.

Industry

Agricultural Equipment
Manufacturing

Location

Australia &
New Zealand

Services

Website Design
Multi-site CMS
Automation
SEO Support

Live Sites

heiniger.com.au heiniger.co.nz
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