When engineering and marketing finally spoke the same language: modernising Visioneering's digital infrastructure

Specifiers depended on the website for technical documents, but every update needed a coder and could take weeks. By rebuilding the workflow around how engineers worked, publishing time fell from weeks to hours and traffic rose 27%.

The challenge

Contractors, architects and project managers relied on manufacturer websites for specification sheets and product data. Visioneering's site was static HTML, so every change required someone with coding skills, and the five-person engineering department and the marketing team worked in parallel with no shared system linking content production to publication.

The approach

1. Spent time with both teams and diagnosed the static site as a symptom of disconnected workflows.
2. Framed the project as an integration effort rather than a visual redesign.
3. Mapped the engineering team's production process and built the CMS to fit it.
4. Organised product categories, specification formats and documents around how specifiers search, shaped by several rounds of engineer input.
5. Positioned WordPress training as giving engineers direct control over the accuracy of their product information.
6. Introduced specification templates, version control for retiring outdated documents and a light review and approval step.

The results

• Specification and quotation activity rose within the first quarter.
• Documentation support requests dropped and inbound inquiries arrived better qualified.

Tools and methods

• WordPress
• Microsoft Dynamics
• specification templates
• version control