Building a Stronger Digital Platform for DP1973’s Global Growth
How Grofuse transformed DP1973's website into a clearer, more customer-focused platform for agricultural technology and international growth.
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After more than 50 years in the agricultural sector, DP1973, formerly known as DairyPower, has built an established reputation for innovative slurry and manure management technology.
As the business continued to expand internationally, its existing website no longer reflected the company, its products or its ambitions. Navigation was difficult, particularly on mobile, and the website structure made it harder for visitors to explore the product range, understand DP’s expertise and find the right route to an enquiry.
DP needed more than a visual refresh. It needed a digital platform that could communicate complex agricultural technology clearly, support its international dealer network and create better opportunities for quality leads.
Grofuse rebuilt the website around these objectives, creating a stronger digital foundation for DP1973’s next stage of growth.
Client Goals
DP1973 wanted a website that better reflected its engineering expertise, product range and international ambitions.
The key objectives were to:
- Create a clearer and more intuitive user experience, particularly on mobile.
- Make DP’s products and their practical benefits easier to understand.
- Strengthen the company’s positioning around innovation and engineering.
- Create clearer routes to quality enquiries.
- Help visitors find local dealers and access after-sales support.
- Establish a stronger SEO foundation.
- Build a flexible digital platform that could support future international growth.
What We Did
Rebuilt the Website Around the Customer Journey
Grofuse restructured the website around how potential customers research and evaluate agricultural equipment. Products, innovation, case studies, after-sales support and dealer locations were given clearer places within the site architecture, making important information easier to find and improving the overall user experience.
Created Clearer Product Journeys
DP1973’s products involve specialist engineering, but customers need to understand the practical value of that technology. Grofuse developed dedicated journeys for the Smart Slurry Aeration System, Pro-Clean Ratchet Scraper System and Eco-Clean Rope Scraper System, bringing together technical information and the benefits that matter to farmers, including safety, labour reduction and efficiency.
Put Innovation at the Centre
DP1973 develops its own technology through research, testing and engineering development. Grofuse brought this story forward through dedicated innovation content, giving the company a stronger platform to demonstrate the expertise behind its products.
Built SEO into the Website Structure
SEO was considered as part of the website architecture rather than added after the design was complete. Dedicated product areas, innovation content and case studies provide a clearer foundation for organic visibility and future content development.
Connected Customers with the Dealer Network
The new Find Dealers functionality gives visitors a dedicated route to local support, while the After Sales section communicates the support available once a system is installed. This connects the digital experience with DP1973’s international dealer network.
Made Enquiries Easier
With quality lead generation as a central objective, Grofuse incorporated clear calls to action throughout the website. The Request a Call Back form gives visitors a straightforward way to express interest in a product and begin a potential sales conversation.
The Result
DP1973 now has a digital platform that better reflects its engineering expertise, product range and international ambitions.
The new website provides clearer routes through the product portfolio, makes complex agricultural technology easier to understand and gives potential customers more opportunities to explore DP’s innovation, case studies and support network.
With a more intuitive structure, dedicated product journeys and clearer calls to action, the website creates a stronger journey from product discovery and research through to dealer support and enquiry.
The project also established a more flexible foundation for SEO and future digital growth, giving DP1973 a platform that can develop alongside the business as it expands into new markets.
The result: A clearer, more customer-focused digital platform designed to support DP1973’s growth, strengthen its online presence and create better opportunities for quality enquiries.
