15 Years Working Together. How we Built a Great Website for HMi Elements

One of our longest serving client relationships. Rapid Solutions has built five key operational systems for HMi Elements over fifteen years, including integrations with SAP Business One for MRP and an online sales quoting tool. When the conversation turned to a new website, it was hard to say no because we knew the business, the people and the products better than most.

We have learned the trials and tribulations from department leaders first hand and we took great pride in working alongside new Managing Director Paul de Beer to present their hazardous area computing products to a wider world beyond Oil and Gas.

Results at a glance

• Refreshed website and CMS
• Improved product showcase with SolidWorks 3D renders
• Improved organic search visibility
• Mobile responsive design
• AI filtered inbound enquiries
• CRM integration for sales follow up

Background

HMi Elements manufacture computing equipment for hazardous area environments. Industrial PCs, monitors, remote terminals and peripherals certified to operate in zones where conventional electronics would be a significant safety risk. For many years their primary market was Oil and Gas.

When Paul de Beer joined as Managing Director there was a commercial initiative to educate the market about their products and their suitability for other industries new energy, defence, pharmaceuticals, utilities, marine and food processing as well as Oil and Gas.

HMi Elements needed a website they could manage themselves, without relying on an external agency.

A project built on fifteen years of trust

Rapid Solutions has worked with HMi Elements for fifteen years. In that time we have built five operational systems for the business including the Sales Matrix Tool used by their sales team and distributors every day. We know the products, the team and how the business runs.

That relationship changed what was possible on this project. Rather than briefing an agency from the outside, HMi Elements gave us direct access across the business. We worked with the engineering team to source accurate technical data and compliance information. We project managed the collection of SolidWorks 3D renders directly with the people who produce them. We understood which specifications mattered to which markets and how to present them.

The result is a website that reflects the business accurately, not a polished approximation of it.

What we built

The site runs on Rapid CMS, our own content management platform. The HMi Elements team manages product pages, specifications, technical data and news directly without raising support requests or waiting on external help. No plugin conflicts, no layout breakages, no agency fees for routine updates.

Product showcase

Product pages are built around how engineers and procurement managers evaluate equipment, specifications, certifications, application environments and supporting technical documentation. SolidWorks 3D renders give each product a clear visual presence without the need for a photography shoot. Video integration is built in for products where it adds value.

Content management

The team edits product information, updates specifications and publishes new content directly through the platform. The editing interface is structured so changes stay within the design, so there is no way to accidentally break a page layout. New markets and product lines can be added by the team without development work.

AI filtered enquiries and CRM integration

Inbound enquiries are filtered automatically before they reach the sales team. Genuine leads are passed directly into the CRM for follow up. Spam and low quality submissions are screened out without anyone having to process them manually. Paid search campaigns managed by a third party feed into the same tracking setup, giving a consistent view of where enquiries originate.

 

What changed

Does this sound familiar?

This project may be relevant if your website no longer reflects where the business is going, if product information is difficult to keep current, or if your team is dependent on an external agency for changes that should take minutes.

We work with manufacturers and OEMs that need a website built around the technical detail and market positioning their products deserve, not a generic design with content fitted around it afterwards.