Website and portal in one build
Case studies
Stanstek
For more than 30 years, Stanstek AB in Alingsås has supplied punching tools, press brake tooling and complete production systems to the Swedish and Nordic sheet metal industry. The company represents a selection of world-leading manufacturers and sees itself as a long-term technical partner rather than a supplier. That position existed in the workshop and in its customer relationships, but not in its digital presence.
Four channels, one plan
AI in everyday work
One engagement instead of five
Stanstek faced several decisions at once: a website that no longer reflected the business, an ordering process that lived in emails and phone calls, and a visibility that failed to reach the buyers searching for tools and machines. Each of them could have become its own procured project with its own supplier.
The website and the tooling portal
HERE built a new website that carries Stanstek's technical breadth without turning into a product catalogue. Its structure follows how a buyer actually searches: by machine type, by tool, and by what the tool needs to fit.
On top of the website, a tooling portal with ordering functionality was built. Customers sign in to their own accounts, see their own price lists and place orders directly. What previously took an email and a reply can now be done whenever the customer has time, and Stanstek's sales team gets room to spend that time on technical advice rather than order administration.
”The portal was the part that felt hardest to grasp at the start. Price lists differing between customers is a given in our industry, but building it so that it stays simple for the customer and safe for us is another matter entirely. Now the customer signs in and sees their price, and we skip the steps in between.”
Visibility across four channels, one plan
Alongside the build, HERE took over Stanstek's advertising and organic visibility. Google Ads captures active demand, where someone is already searching for a tool or a machine. LinkedIn Ads reaches production and purchasing managers earlier in the process, before a search has even been formulated.
SEO builds long-term visibility in search results, and GEO - optimisation for AI-generated answers - means Stanstek can be cited when a buyer puts their question to an AI service instead of a search engine. The channels are planned and measured together, not separately.
”Industrial purchases rarely happen in a single click. Someone reads an article in January, sees an ad in March and searches for the product name in May. The point of owning every channel is that we see that whole journey and can move budget to where it actually makes a difference.”
AI that takes work off the business
The engagement does not stop at what is visible from the outside. HERE holds overall responsibility for introducing AI into Stanstek's internal work, starting from where the time actually goes: recurring enquiries, material that has to be compiled, information that has to be moved between systems.
The work is done step by step. Every task that is automated should be simpler afterwards than it was before, and the parts that require technical judgement stay with Stanstek's specialists. The aim is not to replace expertise but to free up time for it.
”We did not start with the technology but by mapping what actually takes time day to day. Only then did we decide where AI is useful and where a person should keep making the decision. That is the difference between an AI project and a business project.”
One partner for the entire digital presence
The website, the portal, four marketing channels and internal AI all sit with the same team. Robin led the start-up and the overall strategy, Gustav handles Google Ads, and Niklas handles web and systems development along with social media advertising.
Keeping everything in one place means the decisions hang together. A change in the portal carries through to what the ads can promise, and what shows up in search data shapes what gets prioritised in development. Stanstek has one point of contact instead of four, and HERE has one responsibility instead of four separate assignments.
”The first thing we noticed was that we stopped being project managers for our own suppliers. We describe what we want to achieve in the business, not what should be built, and we get back a proposal that accounts for the website, the portal and the marketing all at once.”
”End-to-end responsibility sounds bigger than it is. In practice it means nobody has to ask who owns the question. It sits with us, whether it concerns a price list in the portal or a keyword that has started to slip.”
FAQ
Frequently asked questions related to the case
What does HERE's engagement for Stanstek cover?
The engagement covers a new website, a tooling portal with ordering functionality, customer accounts and individual price lists, plus ongoing responsibility for Google Ads, LinkedIn Ads, SEO and GEO. HERE also holds overall responsibility for introducing AI into Stanstek's internal processes.
What is a tooling portal with individual price lists?
Customers sign in to their own account and see the prices that apply specifically to them, rather than a general price list. Orders are placed directly in the portal, which removes the steps of emailing and registering orders manually.
What is GEO and why do you work with it?
GEO stands for optimisation towards AI-generated answers. When a buyer puts their question to an AI service instead of a search engine, different factors decide whether a company is mentioned. The work complements classic SEO rather than replacing it.
Can HERE take the same end-to-end responsibility for other companies?
Yes. The setup rests on strategy, development, advertising and measurement sitting with the same team. The scope is adapted to the business, and parts can be added over time rather than everything starting at once.
How are the results measured?
The channels are measured together against the business goals rather than one by one. Portal usage and the site's search data inform what gets prioritised next, both in the marketing and in the development.
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