Argo Tractors, a long-established global player from the Italian Motor Valley specialising in the design, manufacture and distribution of Landini and McCormick tractors, announces the launch of the two brands’ new global websites: www.landini-tractors.com (online from June 30) and www.mccormick-tractors.com (operational since last February).
The project, which marks a new milestone in the Group’s digital transformation, stems from the need to update the platforms launched in 2018, introducing significant improvements in technology, security, design, content and information architecture. With these new websites, Argo Tractors offers its customers, dealers, subsidiaries, business partners and internal departments a simpler, more immediate and more engaging browsing experience, making information on its products, services, technologies and sales network more accessible.
From a technological standpoint, the development is based on the adoption of a high-performance platform offering enhanced security, scalability, flexible content management per market, integrated analytics and a globally consistent structure.
The project is built around five strategic pillars. The first pillar is Expertise Hub, namely a collaboration between headquarters, marketing teams, subsidiaries and partners specialised in digital development, communication and sales literature.
The second pillar, Analysis, comprehends benchmarking, SEO analysis and user behaviour study.
The third pillar, Technology, focuses on the choice of a robust, secure and integrable platform.
The fourth pillar, Visual, concerns the development of a mobile-first design system that is accessible and consistent with the brands’ positioning.
The fifth pillar, Copy, centres around content rewriting for digital use in line with the brands’ tone of voice, with the aim to enhance clear and concise messages focused on the user’s benefits.
“The launch of the new Landini and McCormick websites marks a major milestone in Argo Tractors’ digital evolution,” says Federica Riva, Digital Marketing & Communication Manager at Argo Tractors. “We have developed modern and secure high-performance platforms to enhance the identity of our brands and provide our customers, dealers and subsidiaries with immediate access to digital content, services and tools. This project confirms the Group’s commitment to strengthening its global digital presence, making increasingly integrated flexible solutions available to markets, in line with the needs of modern agriculture.”
Great attention has been paid to accessibility: graphic, colour, typographic and structural choices are designed to make content usable even for people with visual, motor or cognitive difficulties, in line with the latest European guidelines.
The content has been developed with a multilingual, multi-market approach and the platforms are designed to be adapted locally while maintaining global consistency across brands, products and services. The new websites are connected to the Argo Tractors digital ecosystem, confirming integration with ArgoGate for access to exclusive digital services, while the connection with the new dealer landing pages allows dealers to strengthen their local presence with customised business information (contacts, promotions, news and events).
The platforms also interact with My Landini and My McCormick, the apps dedicated to our customers and fans, available in 32 countries, including Mexico, South Africa and Turkey. Thanks to integration with our websites, these apps provide information on our dealer network, while tight integration between websites and apps makes the sharing of local content such as promotions, news and events increasingly seamless.
Our websites are integrated with B2C CRM, the Customer Relationship Management system for structured lead and customer management, and with EasySell, the product configurator that allows users to configure their tractor online, in continuity with the tools used by the sales network.
The pages feature different navigation paths based on the identity of the two brands: McCormick displays the sections dedicated to the brand, products and Digital Solutions in the foreground, while Landini offers more extensive navigation capabilities, placing products, services, promotions, Digital Solutions and a dedicated brand area with history, innovation, merchandising, news, events, testimonials and editorial contents at the same level.
Both platforms adopt a market-specific structure comprising 15 versions for each brand, covering countries across Europe, America, Africa, Asia and Oceania, plus an International version for all countries not explicitly covered. This structure confirms the global reach of the two brands, as well as their commitment to offering digital tools that are increasingly aligned with the content and language needs of the individual territories.
“The new digital presence is part of a content marketing strategy focused not only on traditional SEO, but also on GEO (Generative Engine Optimization),” concludes Federica Riva. “The goal is to make Landini and McCormick content increasingly accessible, recognisable and relevant for AI-based search engines as well as for conversational tools used in new online search methods. Argo Tractors strengthens its international digital strategy and confirms the central role of innovation in the development of its brands.”