The challenge
Smith-Midland struggled with an outdated and fragmented online presence that hindered both customer acquisition and employee recruitment. Their websites featured rigid layouts and minimal engagement tools, lacking videos, case studies, and dynamic visuals that could demonstrate their innovation or people-first culture. Conversion opportunities were limited, with few clear calls to action for inquiries or job applications.
Recruitment also suffered, as the websites failed to convey the company’s strong employee-focused values—an issue that became increasingly important as competition for skilled manufacturing and engineering talent intensified.
The company’s digital environment was disjointed, with regional sites displaying inconsistent branding, messaging, and design. This inconsistency confused visitors and slowed internal workflows. Outdated content, duplicated efforts, and large, inefficient site structures created additional strain.
On top of that, the underlying platform restricted flexibility. Updates were slow, changes required routing through a single administrator, and maintenance was cumbersome. Smith-Midland needed a unified, scalable web solution that could modernize the user experience and improve engagement with clients, employees, and prospects alike.