Weimer Bearing & Transmission

UX Strategy | UX Design | Website Development

Weimer Bearing & Transmission is a family-owned and operated supplier and manufacturer of mechanical, electrical, pneumatic and hydraulic products. Founded in 1926 as a one-man industrial engineering firm, it has expanded to include more than 35 stocking stations across 11 states.

The Situation

Following several years of acquisitions, Weimer Bearing’s fragmented microsites and inconsistent branding were hindering sales and customer service efforts – prompting the company to pursue a UX strategy and website redesign as a catalyst to clarify its brand.

Cumbersome site navigation and disorganized content made it difficult for users to find key product and service information, limiting Weimer Bearing’s ability to effectively showcase its offerings across industries.

The previous website felt fragmented and out of date and relied heavily on rigid, templated pages that offered a subpar user experience. Weimer Bearing also didn’t have an integrated SEO and content strategy, which limited its visibility in search results.

Weimer Bearing's redesigned homepage, highlighting a cohesive design for multiple divisions of the company.

Weimer Bearing's redesigned Belt Fabrication page, showcasing newly optimized content and a modern design.

The Solution

Northwoods’ UX strategy team overhauled the Weimer Bearing sitemap, resulting in significantly improved navigation.

Our developers consolidated nine separate microsites into one unified website, providing a more streamlined and cohesive brand experience. Microsites were replaced with division pages, clarifying the company structure while maintaining easy access for customers to key contact information.

We reviewed and optimized more than 75% of the website’s pages – attracting users, better defining Weimer Bearing’s position in the marketplace, and providing SEO benefits through dynamic and relevant content.

A detail of the Weimer Bearing locations page with an interactive map and location contact information.

Weimer Bearing's redesigned Industries page, highlighting industries served and a modern design.

Weimer Bearing's redesigned Location detail page.

The Design

Weimer Bearing’s design strategy integrates colors, imagery, angles, and layering to create a dynamic and engaging experience, preventing the layout from feeling too white or sterile. The use of angles, already present in the brand’s print collateral, strengthens brand recognition and ensures consistency across platforms.

To add movement and energy, a video is introduced on the homepage, bringing life to the design. The Product pages now utilize a tabbed layout, replacing the previous two-column structure. This improves content organization, allowing users to easily switch between products and manufacturers while maintaining focus on the information they need.

Division detail pages retain the original division’s color scheme, preserving brand history and recognition. A consistent icon style featuring line artwork further unifies the design.

Weimer Bearing's redesigned website, Aggregate & Mining industry detail page.

The Outcome

The consolidated, redesigned website is easier to manage and more effective, offering a visually engaging, user-friendly, and cohesive brand experience. Improved navigation – including tabbed layouts, cards, and filters – make content more accessible and intuitive, ensuring users can quickly find what they need. SEO-friendly enhancements optimize content for improved visibility and search rankings, while video and updated visuals add movement and energy to the site.

Weimer Bearing’s new website enables the company to efficiently manage updates and support future growth, while presenting a more unified and professional image.