BTU.com Website Redesign

Problem: BTU International, a manufacturer of advanced thermal processing equipment, had an outdated website built on a legacy framework. The site suffered from inconsistent design, buried product information, and complex technical debt including 200+ redirects and tangled custom plugins, leaving BTU frustrated and unable to effectively showcase their innovative products like Aurora and Pyramax reflow ovens.

Solution: I led a complete strategic rebuild to create a modern, high-performance website. Working with BTU’s team, I helped develop and refine content to clearly communicate their value proposition, then audited and streamlined all existing functionality, cleaned up technical debt, and rebuilt only what served a clear business purpose while maintaining critical integrations. The new site features cohesive design, clear visual hierarchy, optimized product pages with compelling messaging, comprehensive SEO improvements, and an intuitive backend that empowers BTU’s team to manage updates independently. The result positions BTU as the modern manufacturing technology leader they are, with multilingual support serving their global customers.