TMC Strategic Communications

Hydraulics Online

Transformed customer journey.

Streamlining a complex product-centred website with a focus on user 
navigation and SEO.

Founded in 2004, Hydraulics Online has worked with multiple high-profile names, including the Concorde ‘droop nose’ projects on the Concorde G-AXDN at the Imperial War Museum in Duxford.

Having grown to become a multi-award-winning hydraulics consultancy and products provider they now operate across 80 brands to customers in 130 countries and 20 sectors. In 2019 the Department for International Trade handpicked Hydraulics Online to be accredited with its ‘Export Champion‘ status.

Hydraulics Online approached us with the challenge of converting their website that was bridged across two different CMSs into one single site. Enabling staff to manage content more effectively, the aim was to remove the need for expensive and time-consuming CMS updates that frequently broke the core functions across both sites.

TMC Strategic Communications

As a website with a high organic traffic volume, the transition needed to be completed without negatively affecting their digital footprint and search engines rankings. Alongside this we also looked to increase search engine visibility by streamlining the UI and converting 4000 non-variable products into approximately 800 variable products. With the development of short, medium and long-term iterative development plan as part of our collaboration with Hydraulics Online, our strategy was to address historic issues whilst continuously improving the overall customer experience.

TMC Strategic Communications

“In TMC we have now found the perfect web agency to accelerate our growth. They constantly provide us with a healthy balance of challenge and support; I feel that our success really matters to them.”

Helen Tonks – Co-Founder & Operations Director, Hydraulics Online

The Solution

We removed the convoluted custom-built system which bridged the two CMSs. By combining both websites into a single WordPress installation, the site was far easier for staff to manage.

The replacement of Magento with a faceted search-driven WooCommerce installation and pared-down design significantly improved user experience and conversion rates, enabling users to effortlessly navigate to relevant products.

Incremental improvements

The streamlining of content and grouping of near-duplicate products into product variations reduced the site’s page count from nearly 7,000 to a little over 2,000, cleansing a lot of outdated content and improving SEO by reducing duplicated content.

Our iterative development plan now builds on the good work we have undertaken as a partnership and is currently focused on delivering a personalised approach for customers from different countries around the world.

TMC Strategic Communications

What next?

Have you found this case study relevant to your organisational needs?

If so, contact us and discover how we can work together to bring measurable results to your campaign or project.

You can telephone on +44 (0)1260 295700
or email

What are you interested in?