Website Redesign for a Multi-Million Dollar Steel Company

Indaco’s old website couldn’t support the scale or credibility of a multi-million-dollar steel building and roofing company.

• Confusing navigation and outdated design undermined trust
• No clear path to capture inbound leads
• Complex products not explained for non-technical buyers
• Sales team lacked a polished site to use in prospecting and conversion

Led the end-to-end redesign, balancing clarity for complex products with scalability for business growth.

• Conducted stakeholder discovery across leadership, sales, and marketing
• Designed new sitemap emphasizing lead flows, product clarity, and MVP features
• Wrote all copy, balancing technical depth with approachable brand voice
• Built scalable Webflow CMS for projects, testimonials, and resources
• Implemented SEO and GEO optimization with a modular design system

The redesigned site became a true sales asset and demand engine.

• Clear CTAs and “Help Me Get Started” form increased qualified inbound leads
• Product clarity tripled with distinct sections for buildings, roofing, and services
• Delivered an editable, fast, scalable Webflow platform for the internal team
• Equipped sales reps with a tool that shortens buying cycles in customer conversations

The redesign elevated Indaco’s digital presence to match its business scale.

• Established credibility equal to Indaco’s offline reputation
• Created a modern demand-gen engine for a multi-million-dollar enterprise
• Strengthened competitive position in regional construction and steel markets
• Provided a scalable digital foundation that supports growth for years ahead

Even at early rollout, the performance shift was clear.

• 3x increase in engagement with “Get Started” and contact forms
• Faster buyer decision cycles reported by sales reps
• SEO & GEO improvements: key product and service pages ranking page one regionally
• Delivered project on budget and on timeline as a single-operator build