Neptun Filter

The marketing efforts launched in spring 2021 aimed to showcase the founder’s 20 years of expertise while aligning with business goals and ensuring clear product positioning in the market.

Although Neptun Filter Ltd. was founded in 2017, its founder and managing director, András Diós, has 20 years of experience in water treatment and pool system engineering. This expertise and outstanding engineering intelligence are strongly reflected in the product and service portfolio, which has been specifically optimized for the Hungarian market.

The main objective of the marketing activities that began in the spring of 2021 was to articulate this expert role in the market in accordance with business goals and to support the precise positioning of the product range.

Development of the product and service structure

The previous website contained limited information about products and services and was difficult to navigate due to the limitations of the template used. This had two key consequences:

• Navigation was challenging, making it hard for visitors to find the information they were looking for.
• The structure was not search engine optimized.

A product page for Neptun Filter before and after our joint work.

We completely redesigned the website’s structure, starting with a strategic approach:

1. Market research & competitor analysis – Understanding industry-standard product categorization.
2. Optimizing product hierarchy – Identifying the most effective way to group products and services.
3. Keyword research & validation – Ensuring the structure aligned with search behavior.

This data-driven methodology resulted in a streamlined, well-structured product and service framework that serves as the foundation of the new website.

Hierarchization of the product portfolio

A key challenge was defining which categories should be primary and secondary while determining the right level of detail for individual products. Neptun Filter’s portfolio covers every aspect of pool engineering, requiring a deep but intuitive product structure.

Our SEO strategy guided us in two main directions:

1. General ranking: Targeting broad search terms like “pool engineering equipment” as the main category.
2. Specific product searches: Ranking for niche product groups such as “Stenner chemical dosing pumps.”

Potential customers looking for pool chemical dosing pumps. But searching by category or specific brand would be able to easily find what they needed.

Web development based on the industrial marketing template

To ensure speed, efficiency, and cost-effectiveness, we used a pre-optimized Industrial Marketing WordPress template. This modular system is specifically designed for industrial service providers, allowing us to:

• Build a fully structured website on solid technical foundations
• Quickly develop individual product and service pages
• Easily scale and modify content as needed

From strategy approval to website launch, the entire process took only 2.5 months. In this period, we:

• Built 29 unique product and service pages
• Uploaded all necessary content
• Integrated detailed technical parameter tables

Featured products on the Neptun Filter website.

Highlighting key products & services

The homepage strategically features Neptun Filter’s most important products, ensuring business-critical offerings receive the attention they deserve.

To enhance credibility and internal linking, every product and service page is connected to relevant blog articles, reinforcing Neptun Filter’s position as an industry authority.

The output table for the Stenner 45M and 45MHP chemical dosing pumps on the Neptun Filter website.

Since the company operates in two distinct business areas, we made sure the website effectively caters to both:

• Sales of pool engineering equipment
• Consulting and problem-solving services

While closely related, these areas serve different customer needs. Some visitors look for specific products, while others need expert services. By clearly separating products from services, the site now delivers a targeted experience for both audiences.

Currently, service pages are simplified, but upcoming marketing efforts will include in-depth service overviews with comprehensive content.

Challenge in web development: integrating the webshop and new website

One of the most complex aspects of the project was aligning Neptun Filter’s webshop with the new website. To achieve this, we:

• Restructured the webshop’s product listings to match the new hierarchy
• Interlinked the respective product pages between the main site and the webshop
• Gradually separated content, ensuring that the webshop focuses exclusively on product-specific details

From a data & analytics perspective, separating webshop data from website data was critical. Instead of aggregating all information, we created three distinct Google Analytics views:

1. A combined view of all website data
2. A dedicated website view tracking visitor traffic and conversions (contact inquiries, quote requests)
3. A dedicated webshop view focusing on e-commerce transactions

Since industrial purchases tend to have fewer but higher-value orders, tracking these separately provides more accurate business insights.

Future tasks

During the operational phase, our tasks at Neptun Filter remain ongoing. We continue to expand the product, service, and reference pages while populating the blog with professional content. Thanks to the flexibility of the Industrial Marketing WordPress template, we can efficiently adjust, test, and optimize these elements as needed.