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Case Study
Swagelok Taiwan

Building a HubSpot Website with Global Consistency and Local Relevance

782%

Website Traffic Growth

60%

Ranking keywords increased

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Introduction

The Brand Story

Industry
Other electronic component-related industries
Solution
Website development and brand image redesign, implementation of CRM and automated workflow setup
Company size and market integration
Providing precision fluid system solutions
HubSpot Tools Used
Marketing Hub
Content Hub
Smart CRM
Sales Hub
Services Used
Website Design and Construction
HubSpot Educational Training
HubSpot CRM Settings
Services Usedsa
Live Site

Swagelok is a global leader in industrial fluid system solutions, providing safe, efficient, and high-quality products and services across a wide range of industries. Its technologies are widely used in semiconductor advanced manufacturing, AI data center liquid cooling, clean energy, and other sectors where safety, precision, and reliability are critical.

Guided by its vision, “To be the fluid system expert the world relies on,” Swagelok places equal importance on technical excellence, customer relationships, and continuous innovation. Its six core values—Customer Focus, Integrity, Quality, Continuous Improvement, Respect for the Individual, and Innovation—shape how the company serves its customers, supports its employees, and contributes to society.

As an important local presence in the Taiwan market, Swagelok Taiwan provides not only products and technical expertise, but also local consultation, customer communication, and after-sales support. With rapid growth across Taiwan’s semiconductor, data center, and energy industries, the company needed a more complete, clearly structured, and sustainable website that could help customers quickly find the right products, services, and technical resources.

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Paint Points

Customer Goals

Customer Needs

  • 01.

    Rebuild the website's content and structure: Redesign the website from the content level upward, while correcting inaccurate, missing, and outdated information and creating a foundation that could be maintained over the long term.

  • 01.

    Improve content completeness and accuracy: The original website was limited in scope, with incomplete, inaccurate, or missing information. Swagelok Taiwan needed to review and rebuild its product, service, and technical content.

  • 02.

    Create a more effective customer support process: Add customer support pages and forms so existing and potential customers could submit requests directly, while helping internal teams manage, track, and respond to inquiries more efficiently.

  • 02.

    Improve the solution-finding experience: Both existing and potential customers struggled to find relevant products, services, and support resources through the existing website. A clearer information architecture and browsing journey were required.

  • 03.

    Balance global brand consistency with local differentiation: Follow the design standards of Swagelok's global and regional websites while creating a distinct Taiwan website experience tailored to local market needs and user behavior.

  • 03.

    Reduce confusion during cross-domain navigation: Some product information needed to link to Swagelok's global website. However, because regional websites shared a highly similar brand style, users often could not tell which domain they were browsing, contributing to confusion and higher exit rates.

Customer Goals

  • 01.

    Rebuild the website's content and structure: Redesign the website from the content level upward, while correcting inaccurate, missing, and outdated information and creating a foundation that could be maintained over the long term.

  • 02.

    Create a more effective customer support process: Add customer support pages and forms so existing and potential customers could submit requests directly, while helping internal teams manage, track, and respond to inquiries more efficiently.

  • 03.

    Balance global brand consistency with local differentiation: Follow the design standards of Swagelok's global and regional websites while creating a distinct Taiwan website experience tailored to local market needs and user behavior.

Customer Needs

  • 01.

    Improve content completeness and accuracy: The original website was limited in scope, with incomplete, inaccurate, or missing information. Swagelok Taiwan needed to review and rebuild its product, service, and technical content.

  • 02.

    Improve the solution-finding experience: Both existing and potential customers struggled to find relevant products, services, and support resources through the existing website. A clearer information architecture and browsing journey were required.

  • 03.

    Reduce confusion during cross-domain navigation: Some product information needed to link to Swagelok's global website. However, because regional websites shared a highly similar brand style, users often could not tell which domain they were browsing, contributing to confusion and higher exit rates.

Identifying the problem

Recognizing Problems

Swagelok Taiwan's old website didn't show all products, services, or technical skills locally. It had limited content and many pages lacked detail. Managed regionally before, changes left info missing or outdated. The local team lacked a flexible, sustainable way to manage content.

From a user view, the site didn't clearly show industry uses, product types, or services. Customers and prospects had trouble finding info fast. It also lacked a clear customer support entry, scattering inquiries and adding work internally.

Product pages sometimes sent users to Swagelok's global site. Similar branding made it hard to tell if users were on Taiwan's or another region's site, causing confusion and risk of leaving.

Swagelok Taiwan hadn't used HubSpot before. The project needed more than a redesign: it required reviewing the website platform, CRM, forms, and management processes. The goal was a new site and digital base for independent content control, centralized customer data, and future marketing support.

 

case-challenge

Scope of works

Service Overview

HubSpot

HubSpot Tutorial

  • Assist in importing Marketing Hub and Content Hub.
  • Create complete contact information and tracking mechanisms
  • Designing automated marketing workflows
  • Create conversion events and report tracking

HubSpot

HubSpot CRM Setup / Getting Started

  • Creating list categorization and labeling logic
  • Linking website forms and contact information
  • Designing Lead Nurturing Processes
  • Create sales funnels and conversion tracking

Website Design & Development

Web Design and Development

  • Customized website design and front-end development
  • Build modular CMS architecture (reusable components)
  • Design templates for product pages, solution pages, and content pages.

  • Establishment of membership and browsing privilege mechanism

Website Design & Development

SEO Technology Optimization

  • Keyword Strategy and Content Planning
  • On-page SEO (headlines, structure, internal links)
  • Technical SEO (site speed, structured data)
  • SEO performance tracking and continuous optimization

Our Solution

Solutions

Restructuring the Website Around Products and Services

Hububble began the project by conducting a comprehensive review of Swagelok Taiwan's existing website content and information architecture. We reorganized the site's structure around products, industry applications, technical services, and customer support, creating a more intuitive navigation experience that allows visitors to find relevant information more efficiently.

At the same time, incomplete and outdated content was refreshed, providing a stronger and more scalable foundation for future content expansion while making ongoing website management significantly easier for the internal team.

Creating a Localized Experience Within Global Brand Guidelines

To maintain consistency with Swagelok's global brand identity, Hububble referenced both the corporate websites throughout the design process.

While preserving the established visual language, design components, and brand messaging, we also tailored the website to the needs of the Taiwan market.

By reorganizing information based on local user behavior and emphasizing industry-specific content relevant to Taiwanese customers, the new website successfully balances global brand consistency with a distinctive local experience.

Developing Reusable Modules

To improve long-term website maintenance, Hububble developed a series of reusable modules for product information, customer support sections, and cross-site navigation.

This modular approach allows shared content to be centrally managed and updated across multiple pages, reducing repetitive editing while ensuring consistency throughout the website.

As a result, Swagelok Taiwan can expand and maintain its website more efficiently while minimizing the risk of outdated or inconsistent information.

Improving the Cross-Domain User Experience

Because certain product information is hosted on Swagelok's global website, Hububble redesigned the cross-domain navigation experience to make transitions between websites more seamless.

We introduced clearer navigation cues and link indicators so users would understand when they were moving to another domain, while ensuring that access to Taiwan-specific content and local customer support remained easily available.

This approach reduces user confusion, improves the overall browsing experience, and helps minimize unnecessary website exits caused by unclear domain transitions.

Integrating Forms with HubSpot CRM to Streamline Customer Support

Beyond rebuilding the website, Hububble also created a dedicated customer support section and integrated all inquiry forms directly with HubSpot CRM.

Customers can now submit product inquiries, technical support requests, and service-related questions through a centralized online experience, while all submissions are automatically organized within the CRM for internal tracking and follow-up.

This centralized workflow eliminates the challenges of managing inquiries across multiple communication channels and establishes a strong foundation for future customer service improvements, data-driven decision-making, and marketing automation.

Metrics

0

Website Traffic Growth

0

Ranking keywords increased

swagelok-cover

Building a Sustainable Digital Foundation Through Website Transformation

This project was not simply a visual redesign. It involved a complete transformation of Swagelok Taiwan's content, information architecture, user experience, backend management, and customer data processes. Hububble helped turn a fragmented and difficult-to-maintain website into a structured, scalable, and sustainable digital platform.

Throughout the project, the team needed to balance Swagelok's global brand standards with the specific needs of the Taiwan market. By referencing both the corporate and regional websites, Hububble retained global consistency while improving local content hierarchy, navigation, and service information.

For product information that required links to Swagelok's global website, Hububble redesigned the cross-domain journey and developed reusable Global Modules. This improved content consistency and reduced the workload required for ongoing website maintenance.

With the implementation of Content Hub, Marketing Hub, and Smart CRM, the website evolved from a one-way information channel into a platform that could support content management, marketing engagement, and customer inquiry handling.

As a result, Swagelok Taiwan gained not only a website better aligned with its brand and market needs, but also a digital foundation that could support long-term content management, performance tracking, and customer data development.

Before & After

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Impact and Future Prospects

Extending Website Growth Into a More Connected Customer Management Process

Through the website redesign and HubSpot implementation, Swagelok Taiwan became more familiar with HubSpot's website management, CRM, and marketing capabilities. The significant improvement in website traffic and search visibility also demonstrated the long-term value of structured content management and an integrated digital platform.

The new customer support forms created a clearer and more convenient way for customers to submit requests. Internally, teams could centralize, categorize, and track those inquiries more effectively, improving communication and operational efficiency.

As website content and CRM data continue to grow, Swagelok Taiwan can further expand into email marketing, automated lead nurturing, industry-specific content campaigns, and segmented customer communication. Over time, the website can evolve beyond an information platform and become a stronger growth engine across marketing, sales, and customer service.

Website Design

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Design Concept

Balanced Aesthetics, Lasting Impression

While strictly adhering to Swagelok’s core brand guidelines, we introduced a modern web design approach that emphasizes sophistication and flow. By incorporating strategic white space and deconstructing the brand’s signature angular elements, we created an expansive spatial feel that enriches the reading rhythm. This storytelling-driven layout not only enhances legibility but also strikes a perfect balance between functional clarity and aesthetic elegance, leaving a lasting and impactful brand impression on every visitor.

Credit

Project Manager /

Ruby C. ruby-illu

Designer /

Hsiang L. hsiang-illu

Developer /

Nohj P. nohj-illu

Special Thanks /

Swagelok Damson, Amy