Client Overview
HAL, Inc. is a Houston-based software company and the maker of C2C, cloud-based materials management software that tracks materials, shipments and locations across the supply chain, from procurement through installation. Serving customers since 1992, HAL works with 3PL and 4PL providers, freight forwarders and export packers, warehouse and distribution centers, energy, EPC and capital construction firms, and government and defense contractors.
Elevantics redesigned HAL’s website ahead of a major September 2026 trade show, covering messaging, design, development, search setup, speed, form delivery and security.
Challenge
C2C tracks every item in a shipment, down to multiple packing levels, across warehouses, job sites, yards and vessels. The old website did not show that depth to buyers who evaluate vendors carefully.
- The homepage headline was long and jargon-heavy, so visitors could not tell what HAL does within the first few seconds.
- The hero was a dim stock photo with no clear next step beyond a small “Get Started” button.
- On a phone, the headline wrapped over seven lines and filled the screen, with no call to action in view.
- Pages were text-heavy and the product was hard to picture. The logo still carried a “30 years, 1992-2022” mark.
Our Approach
One design system
This brand didn’t have an established brand styleguide, so we started by extracting and defining a cohesive palette, font, and icon system for use throughout the site and beyond.
A message built around real buyers
Next, we rewrote the site with a focus on clarity and focus toward the people who actually buy C2C: export packers, freight forwarders, 3PLs, distribution centers and warehouses, with energy and construction as end markets they serve. Starting with the headline itself “Your Complete Materials Management Software Solution,” one sentence of promise, and a “Get a Free Demo” CTA button above the fold.
A focused product page
C2C is a complex product that can be configured endlessly. Defining it’s functions and who uses it into a clear messaging was quite the challenge. It took many iterations.
Results
Search visibility
The old site had no Search Console or analytics, so there is no earlier data to compare. Tracking began with the relaunch. In the first week, October 6-12, 2026, hal-inc.com recorded 425 impressions at an average position of 7.4, mostly from people searching for HAL by name, and the new case study pages were already appearing in results. We will update this page as the trend develops.
Conclusion
HAL sells complex software to careful buyers. The new site explains it in one sentence, loads fast, and is set up so demo requests reach HAL. If your business has a deep, technical product or service and a website that undersells it, we can do the same for you.
