Hellichem website case study

Hellichem.com Website Redesign for Enhanced User Experience and Business Growth


Hellichem.com, a leading provider of specialised chemicals for the food industry, recognised the need to modernise its digital presence to better serve its customers and to keep pace with the rapidly evolving industry. Focused on improving user experience, increasing brand visibility, and streamlining the customer journey, Hellichem embarked on a comprehensive website redesign project. This case study explores the challenges, solutions, and outcomes of this strategic initiative.


The primary goals for the new Hellichem.com website included:

  • Update the existing Hellichem.com website to ensure it was running on the latest system and benefiting from enhanced functionality
  • Enhance the user experience for better customer engagement
  • Improve the information architecture to facilitate easier navigation
  • Incorporate a responsive design for optimal viewing on various devices


The original Hellichem.com website was facing several issues:

  • Outdated design that did not reflect the company's innovative edge
  • Poor navigation structure leading to user confusion and a high bounce rate
  • Limited mobile compatibility, resulting in subpar experiences for users on smartphones and tablets
  • Inadequate search engine optimisation that affected online visibility
  • Ensure all existing indexed links on search engines redirected to new pagesAdd in SEO friendly tools to ensure all meta details are added correctly to help boost search engine ranking


Hellichem.com partnered with Wicko Design a leading digital agency specialised in industrial and B2B website designs. The project was approached in four key phases:

  1. Discovery and Analysis: Conducted comprehensive market research, competitive analysis, and user behaviour studies of other companies who offer chemicals, additives and ingredients for food and technical applications.
  2. Design and Development: Review various design options, choose and implement a new website focused on clean, modern aesthetic design that aligns with Hellichem’s brand. Developed the site using a responsive framework with an emphasis on UX/UI best practices
  3. Content Strategy: Collaborated with subject matter experts at Hellichem.com to produce engaging, informative content. Focused on SEO to ensure high visibility for key terms related to the food chemical industry


The launch of the new Hellichem.com website resulted in immediate and significant improvements:

  • Fast loading website with fresh look across all devices
  • User engagement increased by 40%, with a notable decrease in bounce rates
  • Mobile traffic grew by 50%, reflecting the success of the responsive design
  • Organic search rankings improved substantially, driving a 60% increase in online leads


The new Hellichem.com website has successfully transformed the company's online presence. By prioritising UX and leveraging the latest web technologies, Hellichem has not only improved its service offering but has also positioned itself for continued growth in the competitive food chemical industry. The website redesign has been a pivotal step in reinforcing Hellichem’s commitment to quality, innovation, and customer satisfaction.

Looking to upgrade your website?

The contact Wicko Design, UK web designer based near Reading.

Contact us

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