Rotalink – A second Chance!
When Rotalink first approached AMI nearly 10 years ago to discuss a new website, we believed we were well-positioned to deliver something special for their business. On that occasion, they chose a different agency. Fast-forward nearly a decade and Rotalink returned. This time with a clearer understanding of the importance of industry experience and a partner who could translate complex engineering capability into a meaningful digital presence.
Their former agency, while technically competent, simply didn’t grasp the nuances of their sector. Zena from Rotalink was a strong advocate for AMI from the beginning, and when the time came to rebuild the brand’s online presence, she made it clear: this was the partnership they should have chosen all along.
A Partnership Built on Understanding and Capability
Before commissioning the project, three members of the Rotalink leadership team, including founder Melvyn Hazell, visited AMI’s Barnstaple office to meet our in-house team. The session focused on how to better communicate Rotalink’s value as a genuine solutions partner: a company that supports customers through engineering insight, rapid communication, and a hands-on approach.
Rotalink’s ethos is grounded in this mindset. As a market-driven supplier of miniature power transmission systems and controls, their model champions innovation, intellectual property, and a flexible commercial approach. They empower their people, maintain short communication lines, and treat customers as long-term partners. These are values that have underpinned their growth for decades.
Capturing the Rotalink Story Through Film & Photography
To strengthen credibility and trust, a key part of our strategy was to put Rotalink’s people and engineering expertise front and centre. Our content team spent multiple days on-site, using drones, GoPros and 4K cameras to capture not just the facilities and processes, but the individuals behind the solutions. The experience, problem-solving mindset and long-standing customer relationships within the team are what truly differentiate Rotalink, and this needed to be visible.
The result was a comprehensive library of high-quality photography, updated visuals for the website and social channels, and a corporate film that presents Rotalink as it operates day to day – knowledgeable, capable, and trusted.
A Website Designed Around Applications and Real-World Use Cases
The new Rotalink website centres on the real problems their customers are trying to solve. Instead of simply listing products, the site aligns content around applicational requirements – making it far easier for engineers and buyers to identify the correct transmission system for their project.
This shift reflects how Rotalink works in practice: understanding specification, cost, timing and performance, and guiding customers through solutions with their sales engineering group providing both technical and commercial support.
A Team Effort Backed by Genuine Appreciation
Working with Rotalink has been a pleasure from start to finish. Melvyn, Scott, Pete and Harry brought clarity, enthusiasm and deep industry knowledge to the project. And although Zena has since moved on, her support played a major role in making the partnership happen. Before leaving, she sent a message that genuinely meant a lot to our team:
“You’ve done a brilliant job as I knew you would… It took many attempts suggesting that AMI were the perfect web company for Rotalink but we got there in the end. I really look forward to seeing the finished website even after I’ve finished working here. Best of luck with the rest of the work going forward, I’m sure it will be a great partnership.”
With the new website and visual content launched, the next phase is now underway. AMI is delivering a full lead-generation programme across SEO, Google Ads, social media and ongoing digital strategy. After nearly 10 years, the partnership we always hoped for has finally begun and we’re excited for what the next twelve months will bring!
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