U.S. Borax, part of Rio Tinto, is a global leader in borate fertilization and science. It provides approximately 30% of the world’s supply of refined borates from its world-class mine in Boron, California, about 100 miles northeast of Los Angeles.
Boron Operations is the heart of a global business that includes refineries, shipping facilities, and a network of warehouses and stock points. It serves more than 1,000 customers in more than 100 countries. The company is acknowledged for its leadership in developing Borates’ potential and its world-class safety, environmental, and community practices.
2018 BMA Colorado Gold Key Awards, Gold: Rio Tinto Borates – Apps, Tools and Demos
With a benefit-focused message, relevant educational content, interactive tools, and increased visuals, the new site quickly delivered a noticeable boost in performance. Content is localized for Portuguese, Spanish, and Chinese speakers, improving accessibility and broadening the site’s reach. This thoughtful approach to design and messaging supports continued growth and allows for future expansion into additional languages as needed.
The website BizStream developed for us makes it faster for prospects to find product information and evaluate the best U.S. Borax product for their application. And existing customers can more easily find direct contacts when questions arise.
Rio Tinto’s U.S. Borax division produces nearly a third of the world’s supply of refined boron—an essential nutrient for healthy, abundant crops. With a global presence and decades of scientific research and educational information, the company is committed to helping agronomists and growers feed the world’s population. But to do so, it needed a more compelling, intuitive online presence. The division’s existing site lacked rich storytelling and buried its most useful information in static PDF files. The site also did little to promote customer communication or brand awareness.
To educate visitors about the value and cost-effectiveness of refined borate supplementation, we created infographics that illustrate the refinement process and video storytelling to aid information retention. An interactive crop guide moves vital content out of static PDFs, making it easier to search and use. And a new ROI calculator helps consumers immediately relate real value to U.S. Borax Agricultural products.
Through regional content and success stories, consumers around the globe can quickly find information that relates specifically to their needs and can more easily contact local distributors and experts.
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