Twelve disconnected brand websites meant a buyer could find one product line and never discover the company made the rest of what their facility needed. Leadline replaced all twelve with a single searchable platform, the digital foundation every later marketing program was built on.
Twelve brochures where a buyer needed one platform
A procurement engineer at an industrial operator needed a compressor from the company. She searched the company name and landed on one of twelve independent brand websites, each with different navigation, different design, and no way to see the full scope. She found a single product line. She never discovered that the same company made the vacuum systems and fluid transfer equipment her facility also required.
That cross-selling failure was not an edge case. It was the daily reality of a fragmented digital presence. The individual brand sites ran independently, with no shared design language, no common product catalog architecture, and no centralized content strategy. None of it conveyed the company's true scale as a global provider. The sites lacked responsive design, had no SEO infrastructure, and offered no mechanism for lead generation or regional content. For a large global manufacturer with a catalog spanning thousands of SKU categories, the website was functioning as a stack of brochures rather than a platform.
Search is where industrial buying now starts, and a fragmented digital presence breaks the process at the first step. A buyer who lands on one brand site sees one capability and leaves believing that is the extent of the company. The full portfolio, the cross-sell, the system solution, is one click away and might as well not exist. Every search that should have surfaced the whole company instead surfaces a fraction of it.
Without shared architecture, the problems multiply. No SEO foundation means the catalog is invisible to the queries buyers actually run. No regional delivery means international markets see content that does not fit their requirements. No lead mechanism means the rare buyer who navigates the maze still has no clear way to act. The site was not just failing to grow the business; it was capping it, holding a global manufacturer to the visibility of its smallest independent brand.
One architecture that carries the whole portfolio
A global manufacturer needs a single platform that presents the full catalog, adapts by region, and is maintainable by the company's own team. Leadline ran the redesign across six structured phases, from discovery and information architecture through creative, content, build coordination, and launch.
Requirements before build. Discovery documented website objectives, responsive specifications, CMS requirements, coding standards, brand and style adherence, navigation architecture, SEO strategy, and persona-based user journeys, so the platform was specified before it was built.
Architecture for cross-sell and region. The information architecture was designed to present the correct brands and products by geography and local regulatory requirement, and to let a buyer navigate the full portfolio from a single entry point rather than a single brand silo.
A CMS chosen for the real requirements. The platform was selected for multi-brand catalog management at scale, regional content delivery, and the ability of the internal team to update product specifications and regional content without external support. The site was built on a custom responsive framework with search and filtering scaled to the full portfolio.
The company launched a unified corporate website that consolidated its entire brand and product portfolio under one digital platform for the first time. Customers got a single entry point to the company's full scope, replacing twelve brand-specific sites with one coherent, searchable experience. Organic search visibility was established where there had been none, generating indexed presence across the complete product taxonomy, so the queries that once surfaced a fraction of the company now surface all of it.
The responsive architecture set a common design foundation for the company's websites globally and enabled the cross-selling and system-solution promotion that siloed sites had made impossible. The CMS was built for long-term maintainability, so the internal team could manage content without ongoing agency dependence. Most consequentially, the site became the scalable digital foundation for every subsequent initiative across the three-year engagement, the content, sales enablement, and campaign programs that followed all stood on it. A platform that the rest of a multi-year program is built on is one that did the foundational job it was meant to do.
