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Hager Worldwide had a marketing problem: Its website wasn’t helping clinicians as well as it could. The site’s original intent was to guide dental professionals while they window-shopped. But the company did some research and found that visitors were coming to the site to look for specific products and details.

 “We realized users were mainly coming to our site to find specific product information, and not just to browse,” said Patrick Rouillard, marketing manager for Hager.

So the company, which is dedicated to “researching, developing and launching the brightest ideas from around the world,” had a bright idea for its website: a makeover. On the new, clinicians now can easily find information about the company’s more than 1,000 hygiene, evacuation, implantology and ergonomics products as soon as they arrive at the site.

“We put an emphasis on features like a robust search functionality and an easily accessible resource center,” Rouillard said. Now the main search bar sits front and center on the home page, and users can search by item number, product name or keyword. Relevant images, descriptions, videos and additional support materials are accessible right from each product page.

For example, on the DuraSyringe product page, you’ll find details about the tool, as well as the SKU numbers and descriptions for the full DuraSyringe line and a video on how to use it.

“It was important for us to not only design a strong search engine within the site, but also one that yielded clean and orderly search results,” said Jim Ortmann, Hager’s national sales manager. And I think we accomplished that.”

These website changes are more important than you might think. According to research from usability consulting firm Experience Dynamics, 79% of people who don’t like what they find on one website will go back and search for another site.

Check out Hager Worldwide’s new website for yourself at

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