A redesign is the opportunity to correct a content and platform model, rather than to refresh a homepage.
We take on an industrial website redesign when the portfolio has outgrown the structure, technical information has become difficult to find, markets and language versions have multiplied, or the visual system no longer reflects what the business sells. The work protects the search equity and operational knowledge already accumulated, while making the next version easier to use for the engineers, buyers and distributors it serves.
An industrial website redesign starts with the content, organic visibility, analytics, publishing model, technology and buying journeys as they stand today. On most industrial sites that review surfaces the same pattern: a few hundred product and application pages carrying the commercial value, a long tail of campaign pages with no traffic and no internal owner, and a technical documentation area that grew without a structure. Reading that evidence first shows what should be preserved, consolidated, redirected or rebuilt, rather than treating every existing page as equally worth carrying across.
A redesign that keeps a confusing catalogue or scattered technical content will disappoint quickly, because the underlying problem was structural. We establish the future hierarchy, the relationships between products, applications, sectors and documents, and the page types needed to express them, then design and implement a system that supports all of it. That structure also has to absorb the next few product launches and market entries without another rebuild, which is the difference between a redesign and a repaint.
We map high-value URLs, search intent and technical dependencies so redirects, canonicals, metadata, structured data and internal linking are handled deliberately rather than generated at the end. Industrial domains often carry a decade of accumulated authority on product and application terms, and a long procurement cycle means a visibility dip is felt for several quarters. The objective is a better digital product, with the technical continuity work done before launch rather than after traffic falls.
Code Industrial is the industrial B2B practice of Code Barcelona, an agency building corporate websites and digital platforms since 2015. The same strategy, design and engineering team works on every industrial project, from the first scoping session through to life after launch.
A redesign is usually driven by structural and operational pressure rather than appearance alone. An industrial website redesign starts from what stopped serving buyers, content teams or commercial operations well.
What industrial companies ask before committing to a rebuild.
The common signals are an incoherent portfolio structure, weak product and specification discovery, publishing that requires developer time for routine changes, an ageing technical stack, inconsistent content across markets, or a proposition that has moved on. A short discovery phase confirms whether a redesign is the right response, since some of those problems are solved more cheaply by restructuring content and templates inside the platform you already run.
It is a real risk and should be treated as one. We audit the URLs and search intent carrying commercial value, build an intentional migration map rather than a blanket redirect to the homepage, and validate redirects, metadata, internal links, structured data and technical signals before and after launch. Indexation is then monitored for the first weeks so anything that slips is corrected while the cause is still traceable.
More than most teams expect. On a long-lived industrial site it is common to find a substantial share of pages with no meaningful traffic, no inbound links and no internal owner: old campaigns, superseded product variants, duplicated regional copies. Retiring them and consolidating what overlaps makes the remaining product, application and documentation pages easier to find, for buyers and for search engines alike.
You do. We bring the data, traffic, links, duplication, last update, and a recommendation for each URL. Decisions on technical content, published specifications and commercially sensitive material sit with your engineering, product and legal teams, which is why the inventory runs as a working session rather than a document we send. That session is also where undocumented ownership tends to surface.
A redesign often arrives with a migration or a multilingual rollout attached. These are the services it most often sits with.
Tell us what has changed in the business and where the current site is failing buyers or your own team. We will assess the right industrial website redesign and migration route.