Unifying a Complex Brand Through Redesign

KPI had unified consulting, engineering, systems integration, proprietary software and lifetime services under one brand, but the website failed to reflect this breadth.

With capabilities spanning multiple industries and technology types, the site gave visitors no clear path to the right solution.

There was no logical user journey and the navigation didn’t help enterprise buyers understand where to start or what applied to them.

Limited keyword-optimized content and poor technical structure left the site underperforming in organic search.

High-intent supply chain queries, the kind enterprise buyers use when evaluating partners, weren’t driving traffic back to KPI.

Visitors had few opportunities to explore case studies, resources or solution areas beyond surface-level pages.

Without content depth or clear next steps, the site wasn’t giving prospects a reason to stay.

The internal team struggled to keep content current with an inflexible content management system.

Updating pages, publishing new case studies or adding resources took too much effort, limiting KPI’s ability to run an active content program.

A growing share of KPI’s target audience, senior supply chain and operations decision-makers, was accessing the site on mobile.

The existing experience fell short of what that audience
expected, creating friction at a critical point in the buyer journey.