Pets Perfect
SMC Ltd. is a global contract manufacturer specializing in high-precision solutions for the pharmaceutical, MedTech, and diagnostics industries. The company provides comprehensive services spanning design, development, molding, assembly, kitting, packaging, and clinical trial support. With facilities and teams operating internationally, SMC enables its partners to bring complex medical and pharmaceutical products to market efficiently and at scale. Following the acquisitions of Oval Medical and Cambridge Pharma—both UK-based organizations with strong pharma capabilities—SMC expanded its service offerings and geographic reach, reinforcing its position as a trusted, low-risk partner for drug delivery systems and clinical manufacturing.
Where they started.
Despite SMC’s growing focus on the pharmaceutical sector, its existing website failed to reflect the company’s evolving capabilities or strategic direction. The previous site primarily emphasized MedTech and diagnostics, leaving a gap in how the organization’s pharma services, especially those from recently acquired Cambridge Pharma and Oval Medical, were communicated to prospective clients. This underrepresentation created confusion for pharmaceutical audiences and diluted the unified message SMC aimed to present to the market. Additionally, operating with a lean internal marketing team, SMC struggled to keep content current or aligned across various web properties. The lack of a centralized digital presence limited the company’s ability to showcase its full value proposition to risk-sensitive buyer personas. With services spanning multiple markets and technical disciplines, the existing site architecture wasn’t scalable or intuitive enough to meet the needs of a growing, global business. To better represent its capabilities and reduce friction in the buyer journey, SMC recognized the need for a comprehensive digital overhaul.
The fix.
Windmill Strategy worked with SMC to create a modern, high-performing website that aligned with the company’s expanded services and communicated its strengths clearly to key buyer personas. Already engaged as SMC’s digital marketing and email marketing partner, Windmill began this project with a deep understanding of the company’s audiences, messaging challenges, and conversion goals. This foundation helped shape the UX strategy, content hierarchy, and lead generation approach for the redesigned site.
Spot the difference.
- Clearer Visibility Into Premium Pet Products
- Unified global branding
- Improved UX for target buyers
- Easier content management
- Enhanced lead tracking via HubSpot
- Integrated content from acquired brands
- Better support for gated assets
More work.
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