Giving a 75-Year-Old Manufacturing Brand a Digital Presence Worth Finding
Driven by story-led content rooted in Triangle's family narrative and 75-year manufacturing heritage.
2.6 events per active user. Reach extended beyond the U.S. to Canada, Singapore, Australia, and Mexico.
Agricultural, industrial, golf courses, oil and gas, crypto mining, hazardous locations, and more, each written to match search intent.
Triangle Engineering is a family-owned manufacturer of industrial, agricultural, and commercial fans headquartered in Jacksonville, Arkansas. Its founder, “Uncle John” Felter, practically invented the modern whole-house fan. The company has operated with integrity and deep product expertise for more than 75 years across 11 distinct application markets.
The problem was not the product—it was visibility and voice. The website’s 11 application pages, covering everything from greenhouses to hazardous-location environments, were not written around how buyers search. There was no keyword strategy behind the content, no email onboarding program to build relationships with new customers, and no consistent brand voice connecting the company’s genuine family story to its digital presence. A business with that much earned trust was leaving significant digital opportunity on the table.
Triangle Engineering’s “family” brand voice—built over decades of close customer relationships, long-tenured employees, and a founder whose determination shaped an entire product category—was the asset. The strategy was to make that story the organizing principle for every digital touchpoint: the email program, the website copy, and the structural decisions behind how the site gets found. SEO keyword research was the starting point, not an afterthought. Understanding exactly how buyers search for industrial and agricultural fans shaped everything that followed.
Keyword research mapped all 11 application categories to real search intent. This data directly shaped the site’s navigation structure, application-page headlines, and body copy, ensuring Triangle Engineering’s pages surfaced for the terms buyers use when they are actively looking for fans, not the internal terminology the company had been using to describe its own products.
Every application page was rebuilt: hero headlines were written around specific search terms (agricultural fans, greenhouse ventilation, hazardous-location exhaust, and so on); body copy was restructured around performance, durability, and use-case benefits; and a persistent sidebar linking all 11 categories was added to improve internal linking and crawlability. Product carousels and brochure download calls-to-action were added to every page to move visitors toward a decision.
The email program was built on the same principle that has defined Triangle Engineering since 1948: when you work with us, you become part of the family. The welcome email, “Welcome to the Family,” introduces every new subscriber to founder Uncle John Felter’s story, the origin of the modern whole-house fan, and the company’s commitment to quality products and quality service. It sets the tone for every send that follows.
The People Spotlight series, “Our Family is Your Family,” gives a face and a story to the people behind the brand. Each edition features a Triangle team member: their role, expertise, and connection to the company’s culture. A “Cool Tip” product education module is built into every spotlight send, so relationship-building emails still support the funnel. This format humanizes a manufacturing brand in a way that builds the same trust a customer would get from a long-standing distributor relationship, delivered directly to an inbox.
A newsletter capture was added site-wide, converting application-page traffic into an ongoing email relationship rather than a single visit.
The welcome and people-spotlight campaigns achieved a 46% average open rate, driven by story-led content that gives subscribers a reason to open beyond a product pitch. Segmented, narrative-driven email consistently outperforms generic promotional sends, and this program established a strong baseline for ongoing testing and optimization as the program expands.
Website performance in 2025 reflected 20,000 total events across 7,400 users, with 2.6 events per active user.
The people-spotlight format and rebuilt application-page template are both designed to scale: new employees, new markets, new application categories. The infrastructure is in place. The content model is repeatable.
Onboarding and brand foundation
First touchpoint for every new subscriber. Introduces the brand story, founder heritage, and product positioning in a single send.
Retention and relationship
Recurring employee-feature series. Each edition pairs a human story with a product education module to maintain funnel momentum between transactional sends.
Organic search and conversion
Eleven pages rebuilt around keyword-informed copy, persistent cross-category navigation, product carousels, brochure downloads, and newsletter capture.
