ACRO's 29-page website was burying a 90-year manufacturing reputation. When a procurement manager landed on it, they had no fast way to confirm ACRO even served their industry. Most didn't stay long enough to find out.
Fig. 1 — ACRO Automation Systems · Index Redesign
ACRO's 29-page website was burying a 90-year manufacturing reputation. Site visitors were already finding the solutions section — it was the most-visited content on the site, despite requiring a landing page visit and a scroll to find it. I restructured the information architecture around where customers actually wanted to go: solutions on the homepage, at scroll one, organized by industry. 29 pages became 17. The content stayed. The friction didn't.
ACRO had built something real over 90 years: a reputation for precision manufacturing that larger competitors couldn't match on track record alone. What they hadn't built was a way to communicate it. A procurement lead evaluating ACRO against three competitors had maybe 90 seconds to decide if they were worth a call. The site gave them no quick answer. Competitors had between 17 and 21 pages. ACRO had 29.
A procurement manager landing on the homepage had no fast way to confirm ACRO served their industry. Reaching a solution required clicking into the Solutions Overview landing page, scrolling to find what they were looking for, then clicking again. No dropdown. No shortcuts. Most didn't bother. They closed the tab.
Solutions are accessible two ways without a single click: browsable with photos and descriptions on the homepage at first scroll, or visible immediately in the nav dropdown. The intermediate landing page is gone. A buyer can confirm ACRO works in their space before they've committed to anything.
"Analytics showed me where customers were going. I stopped making them work to get there."
Google Analytics showed ACRO's solutions pages were the most visited content on the site — Automated Welding, Robotics, and Automated Assembly in the top five. Customers were actively seeking them out despite the friction. None of those pages had a call to action. Customers were finding the content on their own, reading it, and then hitting a dead end. I pulled solutions directly onto the homepage as the first scroll after the hero, fully clickable and organized by industry.
It was a deliberate structural break from how the old site was organized, and leadership pushed back on it initially. I brought the analytics into the room and walked through exactly where customers were going and how many steps stood between them and that content. The data resolved it.
Throughout the process I ran internal review sessions with engineers and stakeholders who represent exactly the kind of buyer evaluating ACRO. The question we kept asking was simple: if you landed here trying to figure out whether ACRO can build what you need, does this get you there? We tested every structural decision against that lens before it was finalized.
I'd push harder on the content strategy earlier in the process. The structual decisions were sound, but several solution pages launched with copy that was holdover from the old site. While we addressed the UX in this refresh, the content problem is ongoing, and I should have scoped it explicitly rather than treating as a background task.
