Helping a trade-focused business sell complex products online
Ehrco Hydraulics had no online store in place. Customers couldn’t browse products, review specifications, or enquire digitally, which limited access for new buyers discovering the business online.
Midland Marketing helped shape the business’s first full-fledged e-commerce store, giving customers a clearer way to find products and understand what was available. The site began supporting both trade buyers and first-time visitors with a clearer structure and product visibility.
Visitors could move through product pages with more confidence and take action without friction. The website now works as a practical sales channel and a reliable reference point for hydraulic components.
Ehrco Hydraulics introduced its first e-commerce website to support trade customers buying hydraulic components online. The aim was to balance online ordering with the expectations of a professional B2B audience.
The priority was to make products easier to find, understand, and purchase online. The site needed to reflect how trade customers compare options, place repeat orders, and expect pricing to work.
The business serves customers with varied ordering needs and buying behaviours. Any online store had to support this complexity without making the buying journey harder or slower.
Ehrco needed an online store that worked for different types of trade customers. Pricing had to make sense to both new buyers and long-standing clients, without creating confusion or friction.
The website began supporting varied pricing expectations across customer groups. Trade buyers could see pricing that aligned with their relationship to the business, making online purchasing feel familiar rather than generic.
The product range was reorganised so customers could move through categories logically. Finding the right component took less effort, even within a large and technical catalogue.
The buying journey was simplified. Customers could move from product selection to checkout without unnecessary detours, reducing drop-offs during the ordering process.
Search and browsing became more reliable for customers who knew exactly what they were looking for. This supported repeat buyers who wanted speed, not exploration.
The site was structured to handle a large and growing product range. This made it possible to bring more products online without disrupting the customer experience.
