R.J. Young has been serving businesses across the Southeast for decades, and its website had grown the way most long-running sites do: page by page, without a plan. Prospects struggled to find the right product line, and the marketing team had no reliable way to tell which pages were earning leads.

What we did

We rebuilt the site from the information architecture up, reorganising hundreds of pages around the way customers actually shop rather than the way the company is organised internally. The new build is responsive, considerably faster, and straightforward for the in-house team to update without calling a developer.

Alongside the rebuild we rebuilt the Google Analytics implementation. Goals, events and conversion tracking were configured properly for the first time, so form fills, phone taps and quote requests are all attributed to the pages that produced them.

The result

Marketing now works from real numbers instead of guesses. Content decisions are based on which pages convert, and the team can ship changes themselves.