Website redesign case study · Industrial B2B
High-Performance CMS Website for an Industrial Manufacturer
Infinitum's EC-motor fan systems cool data centers, hospitals, and mission-critical facilities. The engineering was enterprise-grade; the website was not, and buyers who size up a vendor in seconds could feel the gap. We redesigned and rebuilt the site into an enterprise experience with structured lead paths, then defended those leads when bots attacked the forms.
Start with the $2,000 CRO AuditWhat the build delivered
The website finally matches the engineering
+36%
Sales since launch (client-reported)
12 pages
Redesigned across two phases
On deadline
Homepage + mega-nav, April 30
0 spam
After the form protection system
The client
Meet Infinitum
Infinitum builds advanced EC-motor fan systems (the Aircore EC platform) for demanding environments: data centers, hospitals, mission-critical facilities, and large commercial buildings. As the company expanded its product positioning, leadership wanted the site to match the company: less startup, more world-class.
Industry
Industrial HVAC / EC Fans
Platform
WordPress
Location
Austin, Texas
Focus
B2B website redesign
The challenge
Credibility is decided in seconds
A B2B buyer decides whether a vendor is credible in the first few seconds on the page. Infinitum's enterprise engineering was being judged against a website that looked like an early-stage startup, and the site could not answer the questions a technical buyer actually asks.
Project snapshot
What made it hard
- A startup look on an enterprise product
- New positioning with no pages
- Generic lead paths
- No SEO foundation
- A hard deadline with moving parts
- A spam attack on the lead forms
The build
An enterprise experience, organized around the buyer
Most B2B manufacturer sites lead with the company. We led with the buyer: an experience organized around how engineers, facility operators, and partners actually shop, with the next step always obvious.
What we built
Client Feedback
In the client's words

“The design UX looks great. Our CEO reviewed the new homepage and navigation and is very excited about how everything came together. He's really happy with the page design and functionality.”
Jill Denney
Creative Director, Infinitum
FAQ
What this means if you're planning a website redesign
Yes, and it matters most with the buyers you want. Consulting engineers, facility operators, and enterprise decision-makers judge credibility in the first seconds on the page. Your site should look like the company you actually are, benchmarked against the best in and outside your category.
Your redesign could be next
Does your website look like the company you actually are?
We rebuild B2B and technical websites into enterprise-grade experiences that earn trust, fit every buyer, and generate clean leads.
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