OM SYSTEM (formerly Olympus Audio) has been one of Europe’s leading providers of professional dictation and voice recording solutions for over 55 years. Despite this market position, the company had a digital problem: their website reflected neither the brand’s ambitions nor the expectations of professional B2B audiences. Friendventure changed that with a B2B WordPress Relaunch.
What is OM SYSTEM?
OM SYSTEM offers an integrated, cloud-based dictation and speech-to-text ecosystem that efficiently, securely, and automatically transforms spoken language into structured documentation. Their target audiences are clearly defined:
- Healthcare: Doctors, clinics, care facilities
- Legal: Lawyers, law firms, courts
- Public Sector: Government agencies, public administration, law enforcement
- Corporate: Companies with professional documentation needs
The company combines hardware and software into a complete workflow system for voice recording and processing.
Why Was a Website Relaunch Needed?
Three factors made a relaunch necessary:
- Strategic realignment — OM SYSTEM is in a phase of growth with new products and new markets. Their digital presence needed to reflect that.
- Outdated structure — The existing website was visually dated, poorly structured, and not designed for conversion.
- Missing marketing function — A purely informational page needed to become an active marketing website with clear conversion goals.
The primary objective: establish a dealer finder and book-a-demo as the central conversion touchpoints.
B2B WordPress Relaunch: What Friendventure built
1. WordPress Relaunch with a New Template and Component System
The technical foundation is a completely rebuilt WordPress architecture. Clean templates, a flexible component system, and clear code structure ensure that the OM SYSTEM team can independently maintain and expand the website long-term.
2. UX Concept & New Page Architecture
The information architecture was fundamentally rethought — away from a product-centric logic, toward a user-centric structure. Pages were built so that visitors from Healthcare, Legal, and Corporate can quickly find the content and solutions relevant to them.
3. Dealer Search as the Central Conversion Feature
The integrated dealer search (dictation.omsystem.com/en/dealer/) is the most important conversion element of the new website. It allows prospects to find authorized dealers in their region — a decisive step in the B2B buying process.
4. International Launch Process
The go-live was coordinated closely with teams across four continents: Marketing in Hamburg, Management in the UK and USA, IT in Japan.
The Result
A purely informational page has become a structured, conversion-optimized marketing website — multilingual, internationally scalable, and tailored to the specific needs of professional B2B buyers. OM SYSTEM now has a digital presence that does justice to the brand and its 55 years of expertise.
What Companies ask before their Website Relaunch
Project timelines depend on scope and international complexity. For OM SYSTEM, the process involved coordinating teams across Hamburg, the UK, the USA, and Japan. As a general guideline: complex B2B relaunches with multilingual architecture and third-party integrations typically take between 4 and 9 months.
A dealer search is a key conversion feature for B2B companies with a distribution network. It can be implemented as a map-based search or a filter-based list view — integrated directly into WordPress and connected to your existing dealer database.
A modern B2B marketing website needs clear conversion goals (e.g. dealer search, demo booking), a target-group-specific page architecture, and a UX that guides different buyer personas — from Healthcare to Legal to Corporate — quickly to the content that’s relevant for them.
Conclusion
A B2B WordPress Relaunch is more than a design update. It’s the opportunity to fundamentally realign a digital presence — toward the needs of professional target groups, toward conversion goals, and toward international scalability.
The OM SYSTEM relaunch shows what this looks like in practice: clear UX architecture, a technically solid foundation, and a conversion feature that actively supports the B2B buying process — coordinated across four continents, live on time.
If you’re ready to take your next B2B WordPress Relaunch seriously, get in touch with us.
