Centric Security designs, installs, and supports integrated security and AV systems for business and residential buildings across the country. While the company had grown into a trusted, client-focused, full-service partner, its previous website was weighed down by SEO-driven content that spoke to search engines instead of the people Centric serves.
As part of a full rebrand led by St. Louis marketing agency Hot in the Kitchen, Centric Security partnered with TPI to redesign and rebuild its website on WordPress, creating a modern, user-focused experience that reflects the new brand and presents Centric as the national security and AV partner it has become.
The Challenge
- Bloated SEO content written for search engine crawlers rather than prospective clients
- An inflated number of landing pages that didn’t accurately reflect Centric’s services or the industries it serves
- Location-targeted content focused solely on Missouri and Illinois, missing a nationwide audience
- Dated, tech-heavy branding that didn’t represent Centric’s caring, customer-forward approach
- A sitemap that separated security and AV into distinct offerings, obscuring Centric’s integrated, full-service model
The Solution
- Conducted stakeholder and client interviews to understand how Centric operates day to day and why clients choose them
- Restructured the sitemap and navigation around integrated security and AV, organizing pages by service and by industry
- Partnered with Hot in the Kitchen to develop a content outline and place new, audience-focused copy throughout the site
- Translated the new brand into a complete set of custom page designs that balance visual identity with ease of navigation
- Built a custom WordPress theme with carefully selected plugins to keep the site secure, accessible, and easy for Centric’s team to manage
- Configured contact forms and analytics tracking, and completed cross-browser and cross-device testing before launch
The Results
The website redesign gives Centric Security a clear, modern, mobile-friendly site that speaks directly to the people looking for a security and AV partner. Since launching in June, the site has seen more than three times as many visitors and a dramatic increase in lead form submissions, even though lead generation wasn’t a primary goal of the project.
Built on a custom WordPress platform, the new site finally delivers a first impression that matches the company behind it, and has earned an enthusiastic reception from Centric’s employees and customers alike.
For more information about this website redesign project, read our full case study.