Designing a Polished Web Experience for a Multinational B2B Conglomerate

The OneCPM Vision

The project began with a distinct discovery engagement, where our task was clear: to evaluate CPM’s web presence and provide a technical, content, and design strategy for elevating the brand and uniting a network of 19 disjointed sub-brand websites. Through multiple stakeholder interviews, competitive research, and SEO analysis, we developed a strategy – OneCPM – for executing the connected vision and addressing business goals. 

Summarized into a tactical playbook, the OneCPM vision centered on folding CPM’s products, solutions, and brands into a premium experience on a single domain, which would provide: 

• Customer experience benefits, uniting CPM’s full portfolio and drawing connections between synergistic solutions
• Marketing and storytelling benefits, enabling the development of a unified brand identity and halo effect across all entities
• Organizational benefits, facilitating more seamless lead capture, analytics reporting, and more
• SEO benefits, consolidating search value and traffic
• Growth benefits, increasing flexibility and scalability as additional brands are folded into CPM's portfolio

Scalable and User-Friendly Information Frameworks

Information architecture was a key component of the OneCPM strategy and involved balancing several major elements: brands, markets, products, and equipment categories.

• Brands: Over the years, CPM’s digital footprint had become bloated and unintentionally sprawling with the addition of 18 product brands and their individual websites. To bring those brands onto the main OneCPM domain without alienating the brands’ existing customer bases, we created microsite-style landing pages where each brand can highlight their own services, products, and customized content. Each landing page also features a subnavigation bar at the bottom of the masthead where brands can link to pages specific to their content needs.
• Products: At the product level, we gathered information from across CPM's network and compiled all product details into a single, up-to-date database. The complete database serves as a single source of truth and allows CPM to manage products reliably and consistently in one place. This approach builds consistency by eliminating one-off product instances, duplicates, and outdated product information.

• Markets: Individual market solutions were also a major structural focus for the new site. At the navigation level, we segmented markets into four intuitive categories – Feed & Food, Green Energy, Advanced Materials, and Sustainable Packaging – to help users quickly identify their interest area. The market solution pages themselves centralize contact information, statistics, and related equipment to encourage users to reach out or continue exploring the topic.

• Equipment Categories: We rethought the treatment of equipment by organizing products into tiers of Equipment Categories (e.g. Pelleting Systems), Equipment Product Lines (Pellet Mills), and Individual Products (CL Series Pellet Mill). This model creates a clear page hierarchy and aligns with the ways that users and stakeholders think about equipment. To add content value, Product Line and Individual Product pages also pull in related market solution areas and products in the same line so that users can continue to explore and understand CPM’s offerings.

• Megatrends: For topics that fall outside of the Brand-Market-Equipment framework, we created the new concept of megatrends. Megatrends, like Green Energy, are trending topics that are relevant to CPM’s work although they may not be a market or category. The megatrend pages are intentionally distinctive, featuring dark backgrounds, large stats, and imagery to show how CPM engages with the topic through related solutions and real impact stories.

Each of these content sections are highly interconnected through content relationships and interior navigation. This cross-linking — from megatrends to markets, markets to equipment, and back again — enhances content discoverability for users, communicates the full breadth of CPM’s work, and creates natural cross-selling opportunities.

Premium Brand Positioning

“Luxury” might not be the word that comes to mind when thinking about industrial equipment. But through the discovery phase it became clear that CPM is at the top of its market in both product and service quality, and needed brand positioning to match. We were excited to continue the engagement to a full website design and development project, where we could focus on crafting a premium look to reflect CPM’s high-end equipment and superior service.

Modular Design System

Considering the scale of the site and potential for future growth, we designed all layouts using a system of modular and reusable content blocks. The block-based approach ensures design consistency across all pages – from top-level landing zones down to individual products and news posts – and makes it easy for site admins to make changes and additions within the established design style. Highly-designed elements like impact statistics, tabbed services, and story spotlights are available to drag, drop, and customize within the intuitive WordPress CMS.

Global Reach Through Multilingual Translation

To serve CPM’s international customer base, we implemented a comprehensive translation strategy across 10 languages using TranslatePress, a robust WordPress tool specifically suited to complex translations. Starting with the Google Translate API for baseline translations, we developed thousands of custom translation rules to ensure accuracy and fix semantic errors, while also using specific translation edits to properly position regional product variations and options critical to CPM’s global business. This approach allowed us to use AI to start from a strong foundation and then the flexibility to customize it to CPM’s needs. The translations are seamlessly available sitewide and in the main site design while also improving international SEO, centralizing translation management, being accessible to CPM’s global customer base, and furthering the OneCPM mission of a single site to serve the entire conglomerate.

Post-Launch Growth

The new site quickly proved to be a valuable asset for the firm’s digital strategy. Internally, it was praised as a strong reflection of the brand’s professionalism and capabilities. Externally, the data told an even more compelling story. Within the first 20 days after launch:

• Organic traffic from Google increased by 88%, signaling immediate improvements in visibility and SEO performance.
• Google’s indexed pages jumped from <1,000 to over 8,000, dramatically expanding the site’s search footprint and opening up new opportunities for content discovery.
• The site now passes all of Google’s Core Web Vitals tests, indicating strong technical performance and a smooth user experience.
• Targeted keywords that previously had zero visibility began receiving impressions and rankings, demonstrating that the new site architecture and content strategy are working in tandem to drive search relevance.