Smith-Midland struggled with outdated and inconsistent regional websites that created confusion for customers and weakened recruiting. By consolidating their sites, improving usability, integrating multimedia, and modernizing design, Redefine Web delivered a bold, cohesive online presence that drives conversions and supports growth.
Smith-Midland Corporation is a leading developer and manufacturer of innovative precast concrete products. Serving industries including construction, utilities, transportation, and public safety, Smith-Midland is recognized for its engineering expertise and for shaping infrastructure nationwide. Alongside its sub-brand, Concrete Safety Systems, the company continues to innovate with sustainable, durable precast solutions. However, while their physical products command strength, durability, and trust, their online presence fractured this perception. Across multiple regional and sub-brand websites, the company struggled with outdated, inconsistent digital experiences that left prospective clients and employees with the impression of a smaller, less advanced company. Redefine Web modernized their digital footprint by consolidating platforms, overhauling the user experience (UX), and aligning design and messaging to showcase their products and people with authority and clarity.
Smith-Midland faced significant challenges with its online presence, affecting both customer acquisition and employee recruitment. Their websites were outdated, rigid in design, and lacked engaging content, such as videos, case studies, or dynamic visuals. This made it difficult to showcase their innovations or people-first culture. Conversion paths were unclear, with minimal calls to action for inquiries or applications.
Recruitment efforts also struggled. The sites did not reflect the employee-centric values at the heart of the company, a critical issue as competition for manufacturing and engineering talent increased.
The digital landscape was fragmented, with multiple regional sites presenting inconsistent branding, messaging, and design. This created confusion for users and inefficiencies internally. Outdated content, duplicated efforts, and bloated site structures drained resources.
Additionally, the platform’s technology limited its flexibility. Updates were slow, edits had to run through a single person, and site maintenance was cumbersome. Smith-Midland required a modern, unified, and scalable web solution to enhance client, employee, and prospect engagement.
Redefine Web reimagined Smith-Midland’s online presence with a comprehensive UX-focused redesign, streamlined site structure, and bold new visuals that showcased both their products and their people.
Our team began with a UX audit, mapping visitor intent and redesigning site architecture to create seamless navigation. We consolidated multiple regional sites into two centralized and cohesive platforms, aligning content for consistency. Interactive elements such as embedded videos, lead generation forms, bold CTAs, and dynamic imagery were integrated to improve engagement and conversion opportunities.
Moving the company onto WordPress provided user-friendly management, empowering their internal teams to update and maintain content securely without bottlenecks. Finally, strategic visual design incorporated nods to their brand identity and products, setting them apart within the industrial space.
Key steps included:
By consolidating multiple regional websites into a unified, UX-driven platform, enhancing conversion opportunities, and modernizing the brand’s digital presence, Redefine Web improved recruiting efforts, streamlined content management, and delivered engaging user journeys. The result is a transformed online identity that supports growth, attracts talent, and positions Smith-Midland as innovative industry leaders.
Myles Scolnick
Peter Dolenc
Francis Strutt
