KIN Pompentechniek: A new website with a quote catalogue and an AI assistant that thinks along with customers
KIN Pompentechniek has been supplying pumps, filtration and dosing technology to industry, horticulture and machine builders for over 40 years, from its own stock in Rijen. We designed and built their new website, with a catalogue where you request a quote per pump and an AI assistant that helps visitors find the right one. The site has been live at kinpompentechniek.nl since November 2026.
About KIN
KIN is the main Ebara importer for the Benelux and also works with brands like Askoll, Coelbo, DEBEM and Simer. Its customers sit in very different sectors. A grower setting up irrigation has a different question than a machine builder who wants to fit a pump into their installation. What they have in common: they want to know quickly which pump fits, and what it costs.
That knowledge mostly lived in the heads of KIN's specialists. The old website showed very little of it.
The challenge
A pump isn't something you just drop in a shopping cart. The right type depends on your application, your duty point and the liquid. So KIN didn't want a web shop with prices, but a catalogue where you request a quote per pump. And visitors who didn't know yet what they were looking for needed somewhere to go with their question. Outside office hours too.
On top of that, the site had to work for six very different sectors, without every visitor scrolling through the whole range.
What we did
01 Design first, in Figma
We designed the whole site in Figma first, at five screen sizes from large desktop to small phone. Four templates form the base: the homepage, a sector page, a product page and the quote request. For the sector page we made four variants, so KIN could pick what suits their customers best. The design system got a clean-up round too.
The first design in Figma, at five screen sizes. A few things still shifted after this, like how the sectors are grouped. 02 A site that thinks per sector
Visitors first pick their application: water and wastewater, machine building and OEM, agriculture and horticulture, industry, households, or construction and drainage. For each sector they see right away the pump types and brands that make sense there. Already know what you need? The menu takes you straight to a pump type or brand.
03 A catalogue where you request a quote
The site runs on WordPress with WooCommerce, but without a checkout. Every product has a quote button instead of a price. The request reaches KIN with the right pump attached, so a specialist knows straight away what it is about. KIN manages products, copy and pages themselves.
04 An AI assistant that knows the catalogue
In the bottom right of every page sits the KIN AI assistant. We built it ourselves and trained it on KIN's range and know-how. You can simply ask it which pump suits your application, which brands KIN carries or how to request a quote. It suggests suitable pumps and sends you to the right page.
05 Knowledge base, jobs and service
KIN doesn't only want to sell, it also wants to show what it knows. So the site got a knowledge base, a place for job openings and a separate route for on-site service. The footer holds sixteen real links, so you can move on quickly from any page.
06 Live on its own domain
We built and tested everything on a development environment first. Once the assistant was trained well enough, the site moved to kinpompentechniek.nl. KIN's IT partner handles the hosting, we took care of the handover.
A specialist who always picks up
Most visitors know what they want to get done, not which pump goes with it. The assistant first asks a few questions about the application and then comes back with a few suitable pumps. Not sure, or does someone really want a price? Then it points them to a quote request or to one of KIN's specialists.
When it gives advice, it shows the pump itself right away, with the product card. If someone's situation is a little different, it just says so and offers to have a KIN colleague take a look.
Hallo! Ik ben de AI-assistent van KIN. Waar kan ik u mee helpen?
Ik wil mijn zwembad leegpompen, welke pomp heb ik nodig?
Daarvoor past een dompelpomp, bijvoorbeeld de Ebara Optima. Die is gemaakt voor het leegpompen van bassins met schoon of licht vervuild water. Let wel op: het water mag maximaal 50 °C zijn. Wilt u uw situatie laten controleren? Dan helpt een collega u verder.
Ebara OptimaEbaraCorrosievrije, lichte dompelpomp voor bassins, waterputten en kelders.
Result
The new site has been live since November 2026. Visitors find their pump through their sector, request a quote per product and can turn to the AI assistant day and night. KIN manages the catalogue themselves.
- sectors with their own page
- 6
- screen sizes designed
- 5
- AI assistant on the site
- 24/7
Stack and approach
- Design in Figma, five breakpoints, four templates
- WordPress with WooCommerce as a quote catalogue, without checkout
- Pages built with Elementor, so KIN can make changes themselves
- Our own AI assistant, trained on KIN's range and know-how
- Built and tested on a development environment, then live at kinpompentechniek.nl
frequently asked
Why not a regular web shop?
With pumps, the right choice depends on the application and the duty point. A fixed price without advice doesn't work then. With a quote button per product, KIN gets a focused request and the customer a proposal that fits.
What can KIN's AI assistant do, and what not?
It helps visitors find a suitable pump, shows the product right away and answers questions about the range and the brands. For the final choice or a price, it refers people to a KIN specialist or to a quote request.
Can KIN manage the site themselves?
Yes. KIN changes products, copy and pages themselves in WordPress. They don't need us for that.
Could my own website get an assistant like this?
Yes. We build AI assistants for existing websites and web shops, trained on your own products and know-how. Have a look at AI solutions or message Adem.
