Digital Marketing & Brand Development Agency  |  Charlotte, NC

SEM Products

Digital Platform


Built Better

SEM Products, Inc. is a leading manufacturer of innovative repair and refinishing products for the automotive, aerospace, marine and industrial markets. Their goal in partnering with Atypic was to create a refreshed, intuitive online experience that emphasized product search and training.

SEM Products


  • Responsive Website
  • Custom Content Management System
  • Multi Language TDS/SDS Upload


  • Hubspot Integration
  • Chat Integration
  • Geo Location
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The Goal

In working with SEM Products over the years, Atypic came to understand that efficient transfer of information was the most important function of the website. Being in the business of dispensing information, they wanted the website redesign to put a bigger emphasis on training and resources. Making the website easier to use with fewer clicks and scrolling to get to information users needed was a necessity in accomplishing this goal. Keeping their primary persona (Jobbers age 35-54) in mind, ease of use for a group that is not typically very savvy with technology important throughout the project.

The Solution

With the complexity of product filtering and a vast training and resource library, Atypic worked to create a clean, intuitive website experience. We started with wireframing which was important in understanding different user paths and information architecture. This helped translate into a branded website that had clear paths for each targeted user. With 38% of users viewing on a mobile device, it was important to design with a mobile-first mindset, making sure the path to specific products was simple and easy. The outcome was a user focused site and allowed the client to easily manage their vast amount content.


Organic sessions in first year


Increase in goal conversions Y/Y


Increase in mobile traffic Y/Y

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