MIM:AGENCY was approached by a company in the field of construction and engineering infrastructure that implements projects in the areas of residential, industrial, public, and hydraulic engineering. The company works with large volumes of materials, technically complex objects, and corporate customers. The main digital channel of communication with customers is the corporate website.

Customer request

The customer approached MIM:AGENCY requesting a comprehensive website update. The main tasks were:

  • to modernize the structure of the resource;
  • to make the website more convenient for customers and partners;
  • to prepare a platform for scaling online sales;
  • to strengthen SEO potential;
  • to integrate the product catalog;
  • to increase conversion rates.

In fact, it was not just about redesign, but about building a full-fledged digital ecosystem for the company.

Initial state of the website

At the start of our collaboration, the website had a classic corporate structure. Main sections:

  • Home
  • Company
  • Projects (divided into categories)
  • Price lists
  • Documents
  • Vacancies
  • Contact
  • Gallery
  • Video

There was no product catalog. Product information was presented in fragments in the form of files and separate pages. Main problems:

  • lack of a logical commercial funnel;
  • weak SEO structure;
  • inability to scale;
  • low conversion from organic traffic;
  • limited user behavior analytics;
  • difficult navigation for B2B clients.

Thus, the website previously served more as an image tool than a business tool.

Audit and analytics

Before starting development, the MIM:AGENCY team conducted a comprehensive analysis:

  • UX/UI audit;
  • SEO audit;
  • competitor analysis;
  • search demand analysis;
  • customer scenario assessment;
  • content audit.

Based on the research, a roadmap for the platform’s development was formed. We built the project around three key principles:

  1. Commercial logic. The website should not only inform but also sell.
  2. Scalability. The structure should be easy to expand along with the business.
  3. SEO-first. Each page is a separate asset in search results.

Implemented solutions

1. Building a product catalog.

We developed a separate full-fledged section “Concrete”, with separate pages for each brand. Each page contains:

  • technical specifications;
  • areas of application;
  • advantages;
  • application form;
  • SEO-optimized content.

This allowed us to transform the website into a commercial tool for attracting leads.

2. Concrete testing module

A product quality testing service and results page were implemented. This feature allows customers to check concrete batches by TTN number. This increased the level of trust and transparency of the business.

3. Blog launch

We created a separate content section. The blog is used for:

  • SEO promotion;
  • expert positioning;
  • attracting organic traffic;
  • sales support.

Each article is optimized for search queries.

4. URL structure optimization

We refactored page addresses:

  • URL shortening;
  • logical hierarchy;
  • improved indexing;
  • elimination of duplicates.

This had a positive effect on the site’s visibility in search results.

5. UX and navigation

We redesigned user scenarios:

  • quick access to the catalog;
  • clear CTAs;
  • optimization of the mobile version;
  • shortening the path to the application.

The result was a decrease in bounce rates and an increase in engagement.

6. Analytics and measurement

The following were configured:

  • Google Analytics;
  • conversion events;
  • form tracking;
  • behavior analytics.

This allowed the client to make data-driven decisions.

Results

After implementing the changes, the client received:

  • a structured commercial website;
  • a separate product line;
  • a stable flow of SEO traffic;
  • an increase in the number of applications;
  • increased trust from partners;
  • a platform for further development.

The website ceased to be just a business card and became a full-fledged business asset. The Hi-Raise project is an example of a comprehensive digital transformation of a corporate website into a modern business platform. Thanks to a systematic approach, analytics, and strategic planning, the company received a tool that works to attract customers, support sales, and develop the brand.