A website redesign that grew visitors by 24% and turned the site into a lead generator

The challenge

SEAMS works with asset-rich infrastructure organisations across water, energy, road, rail and the environment. It's a technical product with a considered, long-running sales process where potential clients typically need multiple touchpoints before they're ready to have a conversation.

The existing website wasn't helping with that. It carried a lot of information, but the way it was structured meant everything was presented at once regardless of who was visiting or what they were looking for. The writing was dense, the style was inconsistent from page to page, and there was nothing guiding visitors towards the next step. Bounce rates were high, dwell time was low, and the call to action was an afterthought rather than part of the experience.

SEAMS knew what they wanted: a site that communicated their value clearly, engaged the right audience, improved lead conversion, and gave the marketing team a way to manage content without needing developer involvement every time.

What we built

We delivered a clean, modern website built on Umbraco, designed to work as hard as the product it was representing.

The content approach changed fundamentally. Instead of heavy text pages trying to cover everything at once, we used infographics and structured layouts to break the information down and make it genuinely readable. Key services are highlighted clearly. The value SEAMS delivers to clients comes through from the first page rather than being buried.

Strong, well-placed calls to action run throughout the site, giving visitors a clear path into the sales process at every stage of their journey. Individual web pages replaced PDFs for key information, which made the content easier to find and reduced the amount of time the SEAMS team were spending fielding email requests for documents.

Umbraco gives the marketing team full control over content. Pages, images and copy are all managed in-house, which means the site stays current without waiting on external support.

Google Analytics was properly configured throughout, giving SEAMS a clear and measurable view of what was working and where their marketing spend was having the most impact.

The result

In the year following launch, SEAMS saw a 24% increase in new visitors. Page views improved consistently and have continued to grow since. More importantly, the site started generating inbound enquiries directly, turning what had been a passive information resource into an active part of the sales process.