Infinitum: from startup-looking to enterprise-grade, with sales up 36%
Infinitum's EC-motor fan systems cool data centers, hospitals, and mission-critical facilities. The engineering was enterprise-grade; the website was not, and the 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. Since launch, Infinitum reports sales are up 36 percent.
Enterprise redesign impact
+36%
Sales since launch (client reported)
12 pages
Redesigned across two phases
On deadline
Homepage + mega-nav, April 30
Executive Summary
An enterprise product judged by a startup website
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, with Rivian and q-pac set as the explicit reference points.
The gap was costing credibility with the exact audiences Infinitum sells to: consulting engineers, facility operators, data-center decision-makers, and distributors who size up a vendor in seconds. We handled both design and development, rebuilding the experience on WordPress across two phases: wireframe-first UX, custom development, a new enterprise mega-navigation, conversion-focused application pages, responsive implementation and QA, and foundational SEO across the priority pages. The homepage and mega-navigation launched on the April 30 deadline, and Infinitum reports sales are up 36 percent since the new site went live.
Client at a glance
- Industrial HVAC and EC fan systems · Austin, Texas
- B2B: engineers, facilities, channel partners
- Aircore EC platform for data centers and mission-critical environments
- Platform: WordPress
What we delivered
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.
A startup look on an enterprise product
The site had to signal 'serious, enterprise-grade supplier I can specify with confidence' before a word was read. It didn't.
New positioning with no pages
Aircore EC, data centers, and mission-critical applications were core to the go-to-market but had no dedicated pages.
Generic lead paths
One contact form stood in for structured, intent-based paths for engineers, facility operators, and partners.
No SEO foundation
The category terms the audience actually searches, EC fan systems, data-center cooling fans, fan arrays, had no page-level foundation.
A hard deadline with moving parts
Six priority pages on a tight timeline, with content and visuals arriving in real time during the build.
A spam attack on the lead forms
Bots bypassed Pardot's built-in protection and hit the Contact, Newsletter, and Article forms, threatening to bury real inquiries under fake leads.
Research & Strategy
Defining what enterprise-grade had to mean
With leadership pointing at Rivian and q-pac, the work was defining what enterprise-grade means for a technical manufacturer, benchmarking against industry peers like Ziehl-Abegg, Greenheck, and ebm-papst, then building to it page by page.
The CRO roadmap
What We Built
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.
An enterprise mega-navigation
A new navigation organized around Technology, Products, Applications, Resources, Company, and Support, with category columns, hover descriptions, and supporting imagery, so an engineer can self-navigate straight to their use case.
A benefit-first page system
Twelve pages across two phases, each wireframed for UX and conversion and built responsively: Phase 1 covered the homepage, Data Centers, Fans, Retrofit, Technology, and the Fan Selection Tool; Phase 2 added Mission Critical, Hospitals, Education, Office Buildings, the Partner Portal, and the Motor Selection Tool.
A confident enterprise homepage
A hero built on the data-center fan imagery with a subtle animated reveal, application highlights, efficiency proof points, and clear primary actions: Find Your Fan System and Explore the Technology.
Structured lead generation
Clear, repeated calls to action aligned to each audience, with the Fan and Motor Selection Tools turned into guided, lead-generating entry points instead of buried utilities.
SEO built in at the page level
Page structure and content aligned to the category terms the audience searches, Aircore EC, EC fan systems, data-center cooling fans, fan arrays, supporting go-to-market and organic growth.
A spam-proof lead pipeline
When bots bypassed Pardot and flooded the forms, we shipped a multi-layer protection system: a WordPress security gate scoring every visitor with reCAPTCHA v3 before forms load, server-side token verification with fail-safe handling, and reCAPTCHA enabled across all 12 WPForms. Thirteen automated verification tests passed, and the client's operations team confirmed the spam stopped.
Event-driven and orchestrated in the cloud: every step independently observable, retryable, and parallel.
Why It Worked
We led with the buyer, not the company
Instead of presenting Infinitum as a startup with a product, the new site presents an enterprise supplier that clearly fits each buyer's application, is easy to navigate, and makes the next step obvious. That is what moves a consulting engineer from 'who is this?' to 'let's talk.'
The site signals the company it represents
Enterprise engineering deserves an enterprise site, benchmarked against the best in and outside the category.
Every buyer sees their own use case
Application-specific pages and structured lead paths beat generic pages and one contact form.
The pipeline is generated and protected
A site that generates leads also has to keep them clean. The spam protection system meant the sales team chased real inquiries, not bots.
Results
The website finally matches the engineering
Offline B2B sales close through Infinitum's own team, so the headline figure is reported by the client, attributed the same way we treat any result we cannot independently verify.
Sales up 36% since launch, as reported by Infinitum
Sales since launch
Brand perception
Navigation
Lead paths
Form spam
Launch
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
Common Questions
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.
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. Start a conversation and we'll show you what the bar looks like for your category.