Boyd Industries

Client: Boyd Industries
Type: Web Design & Digital Marketing
Disciplines: UX Design · Web Design · Web Development · Content Strategy · SEO · CRM/ERP Integration · Lead Generation · Inbound Marketing

A digital transformation for Boyd Industries, a 65-year-old market leader in the design and manufacture of dental operatory equipment and cabinetry.

The goal was to turn a dated catalog into an engaging, content-driven product experience, rebuilding the site architecture around the specialties Boyd serves, adding search and filtering, and deepening the story with content on their history, hand-built manufacturing, and sustainability.

Beyond the site, the engagement spanned an in-depth SEO audit and content strategy, art direction for product photography, a two-way CRM/ERP integration to sync inventory and leads, and an inbound marketing and lead-nurturing program.

The redesigned Boyd Industries website, responsive across laptop and phone

Boyd Industries product catalog, with categories shown as photos of dental and medical operatory rooms — The catalog is organized by the specialties Boyd serves (orthodontics, oral surgery, pediatric dentistry, and more), with category and industry filters for anyone who'd rather browse the full range.

Boyd oral surgery products category page listing treatment tables, carts, and cabinets — Category pages let Boyd promote three featured products up top, steering visitors toward the items they most want to sell.

Hovering a product swaps to a second image showing a different angle or a custom option, so shoppers can compare at a glance.

Product pages pair art-directed photography and on-hover angle swaps with rewritten, keyword-aware copy. Every title and description was reworked for search and clarity.

Instant search surfaces products, resources, and articles as visitors type.

Boyd Resources section offering downloadable product catalogs and guides — A Resources hub with gated catalogs and guides turns traffic into leads: visitors trade contact details for downloads.

Diagram of the website and eCommerce store integrating with Boyd's ERP and payment systems — A two-way integration links the site and store to Boyd's CRM and Microsoft Dynamics ERP, syncing inventory and routing new leads automatically.

SEO keyword research and competitor search-results analysis for Boyd — The engagement opened with an in-depth SEO audit and competitor analysis to map Boyd's strengths, gaps, and keyword opportunities.

Exam and treatment chair product page built on the new CMS — A new CMS lets Boyd edit metadata per page and launch landing pages with CRM-connected forms; product titles and copy were rewritten around target keywords.

Five-step inbound marketing strategy diagram, from content to customer retention — The website was one piece of a broader plan that spanned content marketing, organic SEO, inbound, and lead nurturing, mapped end to end.