A specialist lab, organised by the test you need
01 — The brief
A technical service bought one analysis at a time
IPL's work spans crude assay, petrol, diesel, aviation and marine fuels, biofuels, gases, bitumen rheology, mercury, metals, produced water and resource consent monitoring. Nobody arrives looking for all of it.
A terminal operator needs a jet fuel recertification. A council consent holder needs discharge monitoring. A bitumen supplier needs performance specification testing. Each of those is a different search, a different vocabulary and a different buyer.
The brief was a site where each analysis has its own page, written for the person who needs that analysis, with the credibility of the wider laboratory sitting behind every one of them.
One page per analysis Services are split into oil and gas, petroleum products, environmental and laboratory management, then down to individual tests, so the site answers a specific technical search rather than making the reader translate their problem into the lab's language.
By the numbers
Twenty five years of specialist testing
Feature
The most practical thing on the site is the resources section. Sample and equipment delivery templates mean a customer sends the right volume, in the right container, with the right paperwork, which is the difference between a fast turnaround and a rejected sample.
- Downloadable sample and equipment submission templates
- Aviation fuels test list published in full
- Named specialists with direct contact for each discipline
- Calibration, maintenance, training and auditing offered as services
- Company history and LIMS investment set out on the about page
- Careers and current vacancies for a hard to hire technical field
Positioning
Independence is the product
IPL is not owned by an oil company, and that is the reason customers use it.
The site leads with independence, then supports it with the operating detail: on site at Channel Infrastructure, trusted by leading oil companies, government agencies and South West Pacific terminals, with a published mission and strategic pillars.
For a laboratory selling test results that have to stand up to scrutiny, stated impartiality and a maintained quality standard do more selling than any claim about service.
02 — The process
How we got there
- 01
Mapping the test catalogue
Every analysis IPL offers was listed and grouped before design, because the page structure is the site's entire search strategy.
- 02
Designing for a technical reader
A clear, industrial layout that puts specification and contact ahead of decoration, and stays readable on a laptop in a terminal office.
- 03
Building a page per analysis
Roughly 25 testing pages, each written for its own audience, plus the laboratory management and calibration services around them.
- 04
Templates and sample logistics
A resources area with submission templates, so samples arrive correctly and turnaround times hold.
- 05
Team, history and community
Named specialists, the LIMS upgrade story and IPL's science education work with Northland youth, which is a real part of how the business presents itself.
A history that reads as growth The about page runs a timeline from a 1999 start to tripled staff, a second laboratory and a new LIMS. For a customer weighing up whether a small independent lab will still be there next year, that record is the reassurance.
03 — The outcome
Found by the test, not by the name
Enquiries arrive from people who already know which analysis they need.
The per test structure means a technical search lands on a page that answers it, with the submission template and the right specialist one click away.
The environmental section widened the lab's reach beyond fuel customers without diluting the petrochemical specialism.
Thanks to the team at Fuel Design our new website is professional and functional. We now have a marketing tool we are proud to direct our customers to. The team were patient and creative. Support was always a phone call away.INDEPENDENT PETROLEUM LABORATORY (IPL)
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