Daniher Bale Feeder
Riverina, NSW
The Daniher Bale Feeder won the inaugural AgriInnovators Award at Henty in 2016 and the Innovation & Invention Award at Hamilton in 2017. It holds an Australian innovation patent. None of that was visible on the homepage.
What was visible was a dated theme, a “Watch video” button pointing at a video that had stopped playing, and a hero selling convenience for a machine whose real argument is that nobody has to climb onto a moving vehicle.
Complete rebuild from the ground up. Live in under a month.
Portfolio
Daniher Bale Feeder
Project Brief
Built so nothing on the homepage can quietly break
The rebuild was prompted by a broken video, and that shaped the approach. The homepage no longer depends on any single embedded file: what the machine does is carried by the copy and a How it works page, so a dead asset can never take the main argument down with it.
The structure follows the way a farmer actually decides — what it does, how it works, what it costs, who to call. “Request Pricing” moved out of the navigation and became the primary button, with the phone number in the header, in the logo, and beside the button.
Photography is the client’s own, from their own paddocks. Built on WordPress, from the ground up.
Outcomes
Safety is the argument, not convenience
The old site sold ease. The new one sells the reason the machine was invented — nobody climbs onto a moving ute or trailer.
For farm machinery that is not a softer message, it is a stronger one. Ease is a preference. Not being hurt feeding out is not.
The transformation
Two national awards and a patent, and none of it on the homepage.
A dated theme, a video that had stopped playing, and a hero selling convenience for a machine whose real argument is safety. Rebuilt from the ground up. Here is what changed, and why.
A dated theme, a cropped green circle showing someone else’s remote control, and a “Watch video” button pointing at a video that no longer played.
One elevated photograph of the machine working, safety as the promise, and the price list as the ask.
What the site leads with
Before
“Feed stock with ease from inside your ute.” Ease is a nice-to-have. It is not what makes a farmer change the way they feed.
After
“Feed Out Your Hay — The Safer Way”, with “Nobody climbs onto a moving ute or trailer” directly beneath it. The machine exists because climbing on and off a moving vehicle is how people get hurt.
Awards and a patent that were nowhere on the page
Before
No mention of either above the fold. A visitor had no reason to think this was anything more than a well-made trailer.
After
“Award-winning · Invention” in the first line, and a section of its own: the inaugural AgriInnovators Award at Henty in 2016, the Innovation & Invention Award at Hamilton in 2017, and Australian innovation patent 2015100942.
Someone else’s brand in the hero
Before
A green circle, cropped off by the edge of its container, holding a photo of a hand gripping an X-BULL remote — a third-party product, warning sticker and all.
After
The circle is gone. One elevated photograph of the machine working in a paddock, with the control explained in words instead: “Stay in the cab. Flick a switch.”
The video that had stopped playing
Before
A “Watch video” button in the green bar, pointing at a video that no longer worked — the failure that prompted the rebuild.
After
Removed as a dependency. What the machine does is carried by the sub-line and a How it works page, so nothing on the homepage relies on a file staying alive.
A logo that shows the product
Before
A stretched wordmark. Nothing in it told a stranger what Daniher makes.
After
A DBF mark drawn as the feeder itself, bales beside it, and the phone number set into the trailer. A small change, and the mark now says what the business builds.
How someone gets a price
Before
“Request Pricing” as the fourth item in a navigation bar, dark brown on orange, easy to miss.
After
“Request the price list” as the primary button, “Call Patrick 0427 759 254” beside it, and the phone number carried in the header and the logo.
The outcome
An inaugural award, a second the year after, and a patent — none of it on the old homepage.
Inaugural AgriInnovators Award, Henty Machinery Field Days, 2016. Innovation & Invention Award, Hamilton, 2017. Australian innovation patent 2015100942. Rebuilt from the ground up and live in under a month.
Branding
No rebrand. The orange and the slab wordmark were kept — they are recognised at every field day the machine appears at.
The change was small and specific: a DBF mark drawn as the feeder itself, with bales beside it and the phone number set into the trailer. The old wordmark said the name. The new mark says what the business builds, which matters when it sits on a stand at Henty next to forty other manufacturers.
You deal with the man who built it
Patrick Daniher invented the feeder to solve a problem on his own place. He answers the phone, quotes the job and knows the machine because he made it.
That is the strongest thing a small manufacturer has against a dealer network, and the old site never said it. It now sits in the hero, next to the price list button.
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