Tetral Industries

The Task

Tetral Industries is a long-established Christchurch manufacturer that has been making products in New Zealand for over 70 years. Their brands include Mactrac curtain and medical track systems, Airflo vents, Guide handrails and grab rails, HandyPack plubming supplies, Bitufoam and Ecofoam roofing sealant foams, gutter foam and Tetral Tapes.

We built both sites on Drupal Commerce and launched Mactrac first. Early reports showed many customers had the old sites bookmarked, so we kept those paths live on the new sites. The two sites share data: product updates made on Tetral flow through to Mactrac, so the team manages their catalogue once rather than having to do double work.

From launch we sent monthly reports showing what people were searching for and where each page ranked. The owner used them to rewrite product pages around the exact phrases that customers used. Organic traffic spread from the home page out across the vent, foam and track ranges. In April 2023, Mactrac's online sales were three times those of the April before.

Once both sites were set up for retail buyers as well as trade, we connected them to Google Merchant Center and moved the ads to optimise their ROI and allow us to target their different markets with different campaigns and different conversion rules. 

We host and maintain both sites, look after the ads, and keep both teams up to date with a monthly report and a plain-English email about what changed and what to do next.