Opportunity
For more than 30 years Allied Power Products, Inc. has specialized in delivering industrial winches, hoists, capstans and cranes to meet specific application requirements.
APPI, Inc. created their own line of products branded as Columbia Winches and Hoists complete with its own website. However, overtime with each property having their own separate website, similar products, and shared duplicate blog content, the relationship between the two brands began to blur and ultimately compete with each other.
What originally started as a request to fix the blog section of Columbiawinch.com turned into the opportunity to merge the two brand sites together back under the umbrella Alliedpower.com site.
Not an easy task, but a necessary one.
Execution
Here’s what the previous separate sites looked like:
This is what APPI looked like.
After familiarizing myself with both brands, referencing site traffic in analytics and conversion points throughout the separate sites, I began to construct a layout of what the new site should look like.
Along with a wireframe of site structure, this graphic representation provided me a guide detailing how each page should look and gave my managers a good idea of what they could expect.
Conclusion
Below is what the homepage now looks like:
This was a great experience.