Baker Engineering has been an established presence in the engineering space, specifically in automotive and racing engineering, for over fifty years. However, they have never had a powerful online identity nor entered the e-commerce space. As one of his major initiatives following his appointment as CEO, Luke Wackerle contacted the Emberly team to build a new online presence and implement e-commerce so customers could buy parts online. The Emberly team quickly realized there were two entirely different demographics represented in the website’s viewership. One demographic was government organizations and large corporations, such as the Department of Defense and Fortune 500 companies, who were contracting Baker Engineering for custom engineering projects. These organizations typically visited the website to vet Baker Engineering for their candidacy for an RFP on a project. The other audience was in the automotive space – racing enthusiasts looking for parts or services for racing cars or engines. As a result, Emberly split the site into two: the main Baker Engineering site focused on the custom engineering audience, while the Baker Engineering shop was targeted towards e-commerce and automotive customers. While the well-established Baker Engineering name was still tied to both sites, it became easier to manage marketing efforts when each segment of the site could be used as a dedicated landing page for the respective demographic. The website features a powerful background video, which the Emberly team edited together to showcase some of Baker's exciting work. Additionally, Emberly created a case study format, allowing the Baker team to create case studies in a problem/solution format. This provides a unique way for them to showcase their work, complete with gallery images. The Emberly team is pleased with how the Baker website has turned out. They enjoyed working with the Baker team during the process and are confident they are providing their customers with excellent expertise. Emberly is happy that the excellence of Baker’s online presence matches their reputation.
