A Brand-New Website for CERSA MCI

A brand-new website for CERSA MCI

Since 1981, CERSA MCI has been a leading provider of precision measurement and control instruments for the wire, cable, tube, and fiber optic industries. Originating in Cabriès, France, CERSA quickly expanded its reach, developing groundbreaking solutions like the first Laser Diffraction Sensor for wire measurement in 1986 and pioneering advancements in fiber optics with the Laser Interferometric Sensor for glass fiber in the '90s.

The company is happy to launch its freshly revamped website. In this interview, marketing specialist Estelle Lacroix offers a compelling overview of the company’s digital transformation journey and provides a sneak peek into future endeavors.

What motivated the decision to revamp the website?
Our website was last updated 5 years ago! The old platform was very functional and simple, making it as easy as possible for everyone to understand. Our devices were classified according to their target industry, but in practice it wasn't very easy to find the answer you needed, or even a specific device if you were looking for it. The imminent arrival of new devices with incredible analysis and measurement capabilities, real innovations in the field of wire and cable, prompted us to overhaul our website: we wanted CERSA's image to go in that direction, cutting-edge technology with a cutting-edge website.

What specific goals were you aiming to achieve with this update?
The new website was designed by a French company close to our offices, specializing in website design and search engine optimization: Bolectif. It was a real pleasure working with them, and we're very proud of the result. The objectives we wanted to reach were quite varied, and we had no lack of ambitions! First of all, we wanted to improve our overall brand image and create a distinction: CERSA should be instantly recognizable. We kept the colors of the French flag, but now you'll see a lot more red, symbolizing dynamism and passion: like our team after all! Another of our goals was to improve the website loading speed, an important factor for optimizing the UX, and since our devices measure extremely fast, our site has to be up to speed!

Speaking of user experience, how does the website enhance it compared to the previous version?
We took a close look at our customer journey, which inspired us to make a couple of changes. Firstly, our home page now brings together all the information you need to make sure you find what you're looking for on the very first page. Secondly, our product categories have been completely overhauled: no longer 4 but only 2 categories, one for optic fiber and another category for wires, cables and tubes. But that's not all: the latter also features a filtering system that allows you to see our INLINE or OFFLINE solutions directly, or to see everything! It's a lot clearer than simply showing our devices: the presentation in the form of solutions makes it quick and easy to respond to your needs, and the filtering makes it even quicker if you have a very precise idea of what you're going to use our device for.

How does the design and layout align with your brand identity?
Well, it was time to solidify CERSA's identity: the old website was certainly very functional, but not sleek enough and, above all, very neutral. With the new website, we also called on a graphic design company to create visuals representing the 2 pillars of CERSA: fiber optics on one side, and wires, cables and tubes on the other. The revamped website retains the familiar branding of the CERSA codes, but with a modern touch and a precision of the graphic charter: this gorgeous red! We also had the 3D visuals of our devices redone, and we're very happy with them - they're very modern.
Are there particular sections or pages that you would like to spotlight?
Overall, we're very happy with the final result, but if I had to single out one page, it would be the articles section. Before, some of our knowledge articles could only be consulted in specific product pages, and finding this information was challenging. Now they're all available on a single page, so no matter if you're looking for articles on our products, events or knowledge, you can easily find what you're looking for, or just find out all about CERSA.

Any teaser about projects in the pipeline for 2024?
2024 is the year of the new, and we've already presented our new SQM OFFLINE solution, the WIRE360, which is great news for us, our customers and anyone who wants to analyze the surface of their samples. We'll also be presenting our latest innovation, the DLN, for the first time at the wire 2024 trade fair in Dusseldorf. We can't tell you much more than that, but this solution could really revolutionize the wire and cable market.

We thank Ms. Estelle for collaborating on this interview.
To follow all CERSA MCI news, make sure you visit the new website or follow the company on LinkedIn: