Afton Chemical

User Experience, SEO & Data Reporting Leads to Major Growth

Afton Chemical Corporation develops and manufactures an array of petroleum products, including driveline, engine oil, fuel, and industrial additives. Afton Chemical came to to create a true digital presence. Their goal was to improve the user experience, SEO visibility, and overall reporting for their digital efforts. 

After a functional audit,'s development team optimized the site code to allow for peak performance, transferred hosting to's PCI compliant data center, and re-engineered their robust Kentico CMS. These technical improvements led to a faster, more stable site. In parallel with the development work, the digital Marketing team focused on Afton Chemical's goals of improving the visibility of the site and building a digital-first focus for the entire company. 

The Digital Marketing team started with a complete user experience audit to create a more cohesive browsing experience that would drive contact form submissions and resource downloads. While implementing the UX/UI improvements, the team completed an SEO audit of the site to uncover underlying issues that were preventing the site from reaching its full ability within search engines. The SEO audit allowed a full SEO strategy to begin taking shape to move Afton to prominent spots within the organic search space. To report on the efforts taking place, the team built custom-branded analytics dashboards for Afton Chemical's key decision-makers.

Since working with, Afton Chemical saw major increases in traffic to the site, contact submissions, and resource downloads.




  • Manufacturing & Distribution


  • Digital Marketing
  • Experience Design
  • Hosting & Security
Afton Chemical

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