Manufacturing case study, 2023 to 2024

Doubled Smith-Midland Corporation conversions and cut bounce rate 65% with a UX-led merge of its websites.

A precast concrete leader merged its scattered regional websites into two central platforms, shaped around the people who use them.

Website Redesign UX Strategy Brand Alignment Conversion

Homepage of Smith-Midland Corporation, a Industrial · Precast Concrete business, shown in a browser window

SMITHMIDLAND.COM

-65%

BOUNCE RATE

Bounce rate fell 65% thanks to simpler menus and content that holds attention.

2×

CONVERSIONS

Conversions doubled through priority calls to action, sticky widgets and built-in forms.

100%

CMS EFFICIENCY

Website management efficiency improved 100% after the move to WordPress.

Headline result · 2× conversions, -65% bounce rate Reporting cadence · monthly · UX-tied

CLIENT SNAPSHOT

Profile Industrial leader

Sector Precast concrete · industrial · public safety

HQ United States

Recognition Industry-leading precast manufacturer

Engagement Web Redesign + UX strategy

Timeline 2023 / 2024

Platform WordPress (consolidated)

The brief

A leading maker of innovative precast concrete products for construction, utilities, transportation and public safety.

Smith-Midland Corporation designs and makes new kinds of precast concrete products. It serves construction, utilities, transportation and public safety. It is known for its engineering skill and for shaping infrastructure across the Eastern Seaboard from three manufacturing hubs. With its sub-brand, Concrete Safety Systems, it makes precast products that are durable and sustainable.

Its products stood for strength and trust. But a scatter of regional sub-brand websites broke up that picture online.

The problem

Scattered regional sites, dated UX and a weak hiring funnel.

Smith-Midland's sites were outdated and rigid, with no engaging content like videos or case studies.

Paths to convert were unclear, with few calls to action. Hiring suffered too. The sites did not show the people-first culture that helps a firm hire well.

Each regional site had its own branding, messages and design. That confused users and wasted effort inside the firm.

Old content, repeated work and bloated site structures drained time and money.

What we did

Merge into two sites, modernize the UX and add video and interactive content.

We started with a UX audit, then merged and rebuilt the sites.

We merged several regional sites into two central platforms with shared content and design. Videos, lead forms, bold calls to action and striking images kept people engaged.

Moving to WordPress let staff update content without waiting on anyone. The design nodded to the brand and set Smith-Midland apart in its field.

RESULTS, CHARTED BEFORE AND AFTER

BOUNCE RATE -65%

Before

After

CONVERSIONS 2×

1×

2×

CMS EFFICIENCY 100%

Before

After

BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.

Multi-site consolidation

Merged regional sites into two unified platforms.

UX-driven redesign

A bold design that fits the industry and the brand.

Multimedia integration

Video, interactive content and dynamic images.

Calls to action built to convert

Sticky widgets, clear priority actions and built-in forms.

WordPress migration

Internal teams can update the site without outside delays.

Recruitment-focused storytelling

Content about employees that helps the company attract talent.

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WRITTEN IN 24 HOURS · 10,000+ SITES RUN · 300+ CLIENTS SINCE 2021