Engineering An Innovative Digital Experience For Global Markets

Global innovator Lindsay Corporation is no stranger to thinking outside the box, so when their team decided to pursue a website redesign, they knew they needed a partner that could think outside the box, too. With two distinct business units and an international brand, they sought a unified website experience to better position their one-of-a-kind products around the world.

Blue Compass was up for the task, diving into a content audit and updated architecture to logically organize content and create clear paths for their distinct infrastructure and irrigation market segments. Our developers also built a scalable structure to support internationalization across regions, languages, and localized experiences. We put our search engine optimization (SEO) expertise to work at an international scale to help Lindsay reach a global audience while delivering a website design aligned with the needs of each of their locations. For Lindsay to continue moving industries forward worldwide, we knew their digital presence needed the support of strong infrastructure, too.

Web Design & Development

Lindsay’s new website displays robust, interactive mega navs, unique product page templates, and five branded themes supporting their sub-products and brands. Mega navs introduce calls to action (CTAs) directly in the navigation, while product page templates spotlight products and pull in a branded resource library. Themes allow the Lindsay team to tie in the appropriate brand colors to each product page while delivering a consistent experience across the site. In turn, this web design is better able to support intuitive journeys tailored to Lindsay’s infrastructure and irrigation audiences.

CMS

The Lindsay team felt trapped in their old content management system (CMS), unable to update content efficiently and present their innovative persona to the world. By transitioning their site into Slate, a user-friendly, customizable CMS, we enabled new capabilities for their team to promote their products and connect with their audience. We developed a custom Products/Solutions system connected to a Resource Library to tailor content to each market segment. Through Find A Dealer and Find A Sales Rep functionality, Lindsay can speak their users’ language and move them more quickly through their sales funnel at the regional level.

Content Architecture

As part of Lindsay’s website redesign, we developed a scalable content architecture that brought their products and related resources to the forefront. The Linsday team wanted to consolidate dozens of navigation experiences and distinct brands under the broader Lindsay umbrella. Beginning with an initial content audit, we strategically mapped out their two main market segments and priority products within those markets. We created a mega nav design to showcase their different brands and create clear conversion opportunities for each market. The resulting content architecture was replicated across the different global versions of their site for audiences around the world.

Paid Social & Media Buys

We put Lindsay’s ad budget to work through cross-platform campaigns targeting their distinct audiences during peak seasons to promote visibility and awareness. From creating campaign assets, copy, and landing pages to measuring impact and optimizing campaigns, we positioned Lindsay for millions of impressions across the web. We also conducted Brand Lift studies to assess brand perception following successful campaigns, which revealed an increase in brand favorability and purchase intent beyond driving initial awareness. These results reflect what’s possible when creating campaigns around a cohesive brand presence and compelling web design, even in a niche market segment.

Strengthening Digital Infrastructure With A Modern Web Design

What started as a website redesign has transitioned into a trusted partnership between Blue Compass and the Lindsay team. Our role continues to evolve as we build upon the solid roots we’ve helped them plant online. If you’re looking to take your website in a new direction, all roads lead to Blue Compass. Contact us to get started growing your digital presence.

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Engineering An Innovative Digital Experience For Global Markets

International SEO Strategies Drive Global Traffic

Web Design & Development

CMS

Content Architecture

Paid Social & Media Buys

Strengthening Digital Infrastructure With A Modern Web Design

Ready to get started on your digital journey?