A precast concrete leader unified fragmented regional websites under one cohesive UX-driven build — bounce rate down 65%, conversions doubled, and 100% in-house content management efficiency.
Smith-Midland Corporation is a leading developer and manufacturer of innovative precast concrete products. Serving construction, utilities, transportation, and public safety sectors, Smith-Midland is recognized for engineering expertise and shaping infrastructure nationwide. Alongside its sub-brand, Concrete Safety Systems, the company innovates with sustainable, durable precast solutions.
While their physical products command strength and trust, fragmented regional sub-brand websites fractured this perception online.
Smith-Midland's sites were outdated, rigid, and lacked engaging content like videos or case studies. Conversion paths were unclear with minimal CTAs. Recruitment also struggled — sites didn't reflect the employee-centric culture critical for hiring talent.
Multiple regional sites presented inconsistent branding, messaging, and design — confusing users and creating internal inefficiencies. Outdated content, duplicated efforts, and bloated structures drained resources.
We consolidated multiple regional sites into two centralized platforms with cohesive content and design. Interactive elements — embedded videos, lead-gen forms, bold CTAs, dynamic imagery — improved engagement.
Migration to WordPress empowered internal teams to update content without bottlenecks. Strategic visual design incorporated brand identity nods, setting them apart in the industrial space.
Streamlined regional sites into two cohesive platforms.
Bold, industry-reflective design with strong brand cohesion.
Video, interactive content, and dynamic imagery.
Sticky widgets, prioritized actions, and integrated forms.
Internal teams empowered to update without external bottlenecks.
Employee-centric content improving talent visibility.
Recruitment improved, content management streamlined, and visitor journeys engaged — a transformed online identity supporting growth, attracting talent, and positioning Smith-Midland as innovative industry leaders.
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