Case Studies > Northwest Pipe Company

Northwest Pipe, an Industrial Website Design Case Study

Describing accountability, agility, and strength, Alpine provisioned the perfect technology for Northwest Pipe in this Industrial website design Case Study

Northwest Pipe Company is a forward looking company, laser focused on improving America's legacy infrastructure.  By leveraging their assets in technology and talent, the corporate vision of engineered steel pipe products will drive the company forward for many years.  Alpine was the perfect partner, demonstrating agility and strength, delivering the right technology at the right time.

The Challenge

Northwest Pipe Company is a diverse and growing organization needing a website platform which could grow with the organization without requiring commensurate organizational increases to in-house web skills. Northwest Pipe Company staff was focused on ascertaining whether there are approaches to design, operation and maintenance that would:

1. Permit the site to be operated and maintained by a small team of in-house part-time content specialists without a substantial investment and training in desktop software.

2. Allow more state of the art features such as blogs, RSS feeds for some pages, and product display with case studies.

3. Maintain and enhance current search engine positioning targeting key lead generating sources. Facilitate easier product research for it's engineering clients while attaining and maintaining a superior position in search engines and engineering sites.

Also needed was a content management strategy that would allow Northwest Pipe Company to easily distribute content using their new website, a fully browsable catalog of highly credible Case Studies, Engineering Specifications, Job Postings, Press Releases, an active Investor Relations section, and coordinated social media properties.

The Solution

Alpine recommended the development of a new site, starting with content and information infrastructure from the current Northwest Pipe Company site, but with updated branding, original graphic design elements, new photography, mobile responsive design, and an all new layout. New original engineering content was produced by Northwest Pipe Company project staff and Alpine was available for assistance as well providing educational resources. Ongoing Support and Services After the launch of the website, Alpine continues to provide responsive support and appropriate web hosting services on a monthly basis along with periodic Search Engine Optimization and Social Media services to more effectively drive traffic, and converting prospects.

The Result

Pipe may seem like a mundane topic, but Northwest Pipe Company's new website brings life to the pipe manufacturing process and the critical components of large scale construction.  But, without losing focus on the detailed specifications, so critical to the purchasing process. As part of the latest campaign, Northwest Pipe's photographer wandered the cavernous production facilities, discovering and documenting epic scenes of fire, metal, and water.  The result of this passion greets the new website visitor with a full, no-bleed slideshow and a subtle transparent top level menu. The primary identified audiences for Northwest Pipe can all find their targeted content easily. Structural, municipal, and urban engineers will discover a treasure trove of specifications, certifications, detailed case studies, and press coverage.  All just a single click from the opening page. Media may easily target the major product groups, seeking experts in each field, and NWP executive staff . Investors seeking critical financial data, forecasts and market info can peruse the company's well organized Investor Relations section provided by a direct feed from NWP's market, Nasdaq.  


About Northwest Pipe Company

Northwest Pipe Company is a leading manufacturer of welded steel pipe and tube products. The Water Transmission Group is the largest manufacturer of engineered steel pipe water systems in North America. With eight Water Transmission manufacturing facilities, the Group is positioned to meet North America’s growing needs for water and wastewater infrastructure. The Water Transmission Group serves a wide-range of markets and their solution-based products are a perfect fit for applications including: water transmission, plant piping, energy, tunnels, river crossings, structural, industrial and construction. The Tubular Products Group operates a state of the art electric resistance weld mill facility. The Tubular Products portfolio serves a wide-range of markets and its quality certified pipe and tube products are good for applications including: oil and gas, structural industrial, fire protection, low pressure and agricultural. The Company is headquartered in Vancouver, Washington and has manufacturing facilities throughout the United States and Mexico.

Northwest Pipe Company