As manufacturers grow, their websites often need to evolve to keep pace with expanding product lines, new markets, and more complex user expectations.
What once worked well can quickly become limiting, as Shamrock Technologies experienced when their legacy site could no longer reflect decades of innovation or support a specialist global audience.
In this article, we share how we approached their website transformation and the lessons other manufacturers can apply to elevate their own digital presence.
Why Shamrock’s Website & Branding Needed a Reset
Shamrock Technologies came to us at a pivotal moment in their growth. After 80 years of innovation, their business had evolved far beyond the capabilities of their legacy website. What once served as a functional online presence was now slowing down the ability to showcase products, support sales teams, and communicate their expertise to a global audience.
Many of the challenges they faced are familiar to manufacturers experiencing rapid growth – complex products, international markets, and decades of accumulated content can quickly outpace an aging digital platform.
Key challenges included:
- Legacy UX and Outdated Design – The old website lacked cohesion and was built on aging systems. Complex tables, in particular, were hard to use on mobile devices, frustrating technical users.
- Product Complexity & Hard-to-Navigate Catalog – A growing product portfolio made finding the right information difficult for both customers and internal teams.
- International Needs (Regional Logic) – Different regions required different product offerings, and the site struggled to deliver content dynamically based on location.
- Complex Content Management – Sales representatives and content managers faced cumbersome processes when updating product information or regional content.
- Brand Alignment – The visual identity and site structure no longer reflected the company’s expertise, trustworthiness, and long-standing reputation.
Together, these factors created a site that held the business back rather than supporting it, a situation many manufacturers can relate to as they scale globally.
Strategy-Led Discovery & Lean Architecture – Our Approach
We provided a comprehensive website redesign and technical advisory, but the heart of our approach was understanding how Shamrock really worked. With decades of product evolution, international markets, and highly specialized users, their site needed more than a facelift – it needed a digital foundation that could grow with the business, simplify complexity, and make information accessible for everyone, everywhere.
- Brand Refresh & New Logo Design – Modernizing the visual identity while reinforcing confidence, integrity, and trust befitting a 100% B2B company.
- Lean, Flexible WordPress Architecture - To future-proof Shamrock’s website, we developed a lean WordPress theme built on a block-based CMS. This approach allowed us to streamline content management while ensuring visual consistency across the site. To address design inconsistencies, we created a comprehensive library of custom Gutenberg blocks, giving the team the flexibility to edit existing pages or build new ones with ease – all while maintaining a cohesive and polished look throughout the platform.
- Organized Shamrock’s Complex Content with Custom Post Types - Managing Shamrock’s complex content was becoming a daily challenge for their teams. Sales representatives, product managers, and marketing staff all needed to update different types of information quickly, without breaking the site’s structure. To solve this, we implemented Custom Post Types (CPTs) for key elements like products, product families, sales representatives, and events. This gave the team a clear, organized way to manage content, making updates faster, simpler, and less error-prone – while keeping the website consistent and easy to navigate for users.
- Redesigned Product Tables for Mobile and Desktop Users - Technical product tables were a challenge on Shamrock’s old site, especially for users on mobile devices. To make complex data accessible and easy to read, we designed tables with vertical scrolling and a sticky first column and row, ensuring that key information stayed visible while navigating. This approach made it simple for users to find what they needed, no matter the device, without compromising the depth and detail of the technical content.
- Regional Content Adapted Dynamically for Users Worldwide with Geolocalization - Shamrock’s global audience required content that felt personalized and relevant, no matter where users were located. To solve this, a geolocalization feature was implemented alongside tailored Custom Post Types, allowing the site to adapt dynamically. Sales Network pages now show the representative responsible for a user’s region, with a fallback to the global Customer Service Team. Product Family pages display only the items available in that region, and the ordering system ensures users can add to their cart only what’s actually offered locally. This approach made the site intuitive and reliable for users worldwide, while keeping content management straightforward for Shamrock’s team.
Sales Representatives: The Sales Network page now displays the Sales Representative assigned to the user's region, with a fallback to the global Customer Service Team.
Products: On Product Family pages, tables only display products that fit the family and the user's region.
Ordering Samples: The Product page ensures users can only add products to their cart that are available in their region.
Team Contributions: Aligning Expertise with Partner’s Needs
Our work with Shamrock Technologies succeeded because we focused on understanding their business inside and out, then aligned the right expertise and tools to their specific challenges. Every decision, from design to development, was grounded in the real needs of their teams and customers:
- Project Management – Agnes: Managed tight timelines and guided our Partner through complex internal approvals, keeping the project on track without compromising quality.
- UX/UI Design – Mikołaj: Simplified navigation for both technical and aging users, while maintaining the depth and clarity of complex product information.
- Development: Implemented regional content logic and built a flexible block-based CMS, making it easy for Shamrock’s team to manage content across global markets.
- Quality Assurance – Nadi: Ensured accessibility, usability across regions, and compatibility on all devices, delivering a seamless experience for every user.
Clear Results Achieved
The redesigned Shamrock Technologies website delivered clear, measurable improvements across traffic, engagement, and technical performance. By rebuilding the platform on a modern, flexible architecture and simplifying access to complex product data, the site now supports global users more effectively, and the analytics reflect that shift.
Web Analytics (Post-Launch)
Comparing the three months following launch (March 1–May 31, 2025) with the same period the year before, the new site saw a substantial uplift across all key metrics:
- +61.59% total page views
- +43.75% unique visitors
- +44.79% new users
- +7.23% sessions per active user
- +152.74% homepage views
- +17.05% organic search users
These increases indicate not only higher visibility but also deeper engagement — users stayed longer, explored more content, and interacted with product information more efficiently.
From Underperforming to Strong Technical Foundations
Before the redesign, the old website struggled with performance and accessibility, particularly on mobile devices. The new website improved in all parameters:
- Performance: desktop 71% faster / mobile 55% faster
- Technical SEO: 24% improvement
- Accessibility: 72% improvement
These significant changes enhance search visibility, user experience, and long-term maintainability.
If You’ve Made It This Far, You Might Be Wondering…
…could this approach work for my business too? Here are the key takeaways from their website transformation put into practical insights any manufacturer can scale or adapt to their own growth challenges:
- Even well-established manufacturers can outgrow their websites when content, products, and global needs start to pile up, the old site just can’t keep up.
- Organizing complex catalogs with flexible content types and region-specific logic makes life easier for both users and internal teams.
- If you sell across regions, your site should adapt automatically showing the right products, reps, and ordering options wherever your customers are.
- Success depends on people as much as technology. The right mix of project management, design, development, and QA is what makes the platform work.
- Speed, accessibility, and solid technical foundations aren’t optional; they directly impact trust, engagement, and growth.
- And finally, these principles scale. For a small manufacturer or a large enterprise the lessons are the same: your website should grow with your business, not hold it back.
If your website doesn't match your legacy of innovation, it's costing you leads. We help manufacturers turn underperforming sites into connected, conversion-driven systems. Get your digital performance audit with xfive.
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