Transforming an industrial automation company's digital presence
Anzo Robotics (also known as Anzo Controls) is an Indian industrial automation company based in Ghiloth, Alwar (Rajasthan). With a large facility (~17,000 m²), the company builds robotics, conveyors, sortation systems, AMRs/AGVs, ASRS storage solutions, and integrated automation software. Their clientele spans automotive, e-commerce, pharma, cold storage, retail/fashion, FMCG, 3PLs, etc.
The redesign of the Anzo Robotics website was driven by the need to create a more engaging and solutions-focused digital presence. Key objectives included:
Position Anzo Robotics as a full ecosystem provider, highlighting integrated products, software, and services rather than standalone offerings.
Create intuitive, user-friendly journeys tailored to industrial clients, including engineers, operations managers, and decision-makers.
Introduce clear product hierarchies with well-structured categories and subcategories for seamless discovery.
Feature case studies, industry-specific pages, client testimonials, and a blog/news section to establish trust and thought leadership.
Implement a contemporary UI/UX with responsive layouts, high-quality visuals, icons, and interactive product images.
Include contact forms, quote requests, account logins, and advanced search/filters to help users find the right solutions.
In refactoring/redesigning the Anzo site, several key challenges needed to be addressed:
The number of product categories is large (robots, conveyors, sorters, storage, AMRs/AGVs etc.), each with many sub-types. Organizing them into navigable, understandable structures was non-trivial.
The old site was very technical; the new site needed to appeal to business stakeholders as well (ROI, use cases), without losing credibility with engineers.
Needed to improve imagery, layouts, icons, graphics. Possibly integrate video/demos. Ensure consistent branding across new software products and hardware offerings.
The site had to look good and work well on mobile/tablet/desktop. Navigation needed to be intuitive.
More content: case studies, blogs/news, industry verticals needed creation. Existing content might have been sparse or inconsistent.
Improve loading speeds, better metadata, make site SEO friendly to attract industrial clients in search engines.
Possibly migrating to a more robust CMS or enhancing the backend to support new features (login, product filters, case studies, portfolio, etc).
The new Anzo Robotics website goes beyond simply showcasing robotics and motion controllers. It now highlights an extensive range of solutions, including conveyors, sorters, AMRs/AGVs, ASRS storage systems, and heavy/custom solutions. This shift positions Anzo as a full-stack automation partner rather than just a robotics provider.
Instead of a flat menu, the redesigned site features a deeper hierarchy and a more intuitive mega-menu. Visitors can now explore distinct product categories, sub-types, solution pages, and industry verticals, with dedicated sections for case studies, blogs, and news.
Previously focused only on technical product descriptions, the website now incorporates richer content such as detailed case studies, testimonials, industry-specific pages, and a regularly updated blog/news section. It also showcases branded software modules like Anzo Access, aPick, and Amap.
The new site emphasizes high-quality visuals, professional product photography, clear iconography, and engaging video demos. A refined layout with improved typography, whitespace, and a stronger color palette helps build brand authority while improving readability.
While the old site had basic mobile support, the upgraded version offers a truly responsive design. It delivers a consistent, intuitive user experience across mobile, tablet, and desktop, ensuring accessibility and smooth navigation on all devices.
Beyond a simple contact form, the updated site now integrates multiple CTAs, request-for-quote options, and even account login features. These additions help in capturing potential leads, nurturing customer interest, and driving conversions.
Instead of treating software and services as secondary mentions, the new website highlights them with dedicated sections and stronger branding. This ensures prospective clients recognize Anzo not only as a hardware manufacturer but also as a software and integration solutions provider.
To build trust, the website now prominently features case studies, client testimonials, industry partnerships, and success stories. These elements provide validation and strengthen Anzo's reputation in the automation sector.
The redesigned site has been optimized with better metadata, structured content, faster image loads, and performance improvements. With the addition of blogs and case studies, it is also better positioned for SEO, enabling greater visibility and higher organic search rankings.
Though internal analytics were not provided, the expected benefits from the new configuration include:
Visitors can find what they need more easily, navigate through product categories & solutions.
With better CTAs, quotes, account features, case studies building trust, more inquiries.
The broader product suite + visual polish + storytelling positions Anzo as a mature, capable automation partner.
With more content (blog, news, case studies, industry pages), improved site structure, better speed and mobile friendliness, more visibility in search engines.
Gives distinction compared to automation firms that might focus only on robotics; being "one stop" for intralogistics plus software.
Always map user journey: customers in automation will look for "solution by problem" (e.g., sortation, storage optimization, robotics, etc.), so organizing site by solutions + industries is useful.
Keep branding consistent across hardware, software, and services.
Use case studies and social proof early on pages; helps reduce friction for new clients.
Make navigation intuitive with clear menus, sub-menus, possibly product filtering. Prioritize mobile responsiveness & load performance and industrial decision makers might access it on tablet/phone.
Content is not just specs — it's actually speaking of value, ROI, efficiency, reliability helps.
Use CTAs strategically: quote requests, contact, downloads, etc.
Originating as a collective of passionate storytellers and filmmakers in 2010, our foundation is built on the creation of remarkable videos. Recognizing the need to expand our horizons and connect with the right audience, we ventured into the digital marketing sphere.
