Centric Security designs, installs, and supports integrated security and AV systems for commercial and residential buildings, but you wouldn’t know that from their old website.
Summary
Bogged down by walls of text written for search engine crawlers rather than clients, Centric Security’s previous site did little to distinguish them as the trustworthy and client-focused company they are. Plus, the old site’s SEO content targeted audiences solely in Missouri and Illinois, completely missing out on the nationwide audience they’re capable of serving.
Hot In The Kitchen, a St. Louis-based marketing agency, led the company’s full rebrand. They partnered with us to redesign and rebuild the website to represent the company and new brand. Today, Centric Security’s new site speaks directly to the clients it’s trying to reach, not the search engines.
The Problem
Centric Security’s previous site was holding them back from reaching their target audience for a number of reasons. Their bloated SEO content spoke to search engines instead of people; the inflated number of SEO landing pages did not correctly reflect the work they did or industries they served; the branding felt techy yet dated, misrepresenting the caring, customer-forward brand they’ve become; and the sitemap bifurcated their services, making visitors feel as though each Centric project was either for security or AV, never both.
Our Role & Solution
As Hot in the Kitchen’s UX design and technical partner, it was our job to take the branding provided by their graphic designer and turn it into a website. We considered current and future clients that would use it and tailored the experience to them, not to the bots that crawled the site.
- Participated in stakeholder and client meetings. We sat down with Centric’s team to learn how the business runs day-to-day, then talked to their clients to understand why they chose Centric in the first place. Those conversations shaped everything that came after.
- Restructured the navigation. We rebuilt the sitemap around one idea: Centric does security and AV together, not as separate offerings. Pages are now organized by service and by industry, so visitors land exactly where they need to be.
- Managed the copy creation. We worked alongside Hot In The Kitchen to build a content outline and place the new copy across every page.
- Redesigned the site based on the branding received from Hot In The Kitchen. We took their colors, fonts, and imagery and translated them into a full set of page designs, making sure every layout matched the new identity while staying easy to navigate.
- Developed the site in WordPress. We built a custom theme based on the approved designs and configured the plugins needed to keep the site secure, accessible, and easy for Centric’s team to manage on their own.
- Prepared the site for a successful launch and ongoing performance. We set up contact forms, configured analytics tracking, and tested the site across browsers and devices to make sure everything worked exactly as intended before launch.
Impact
Since the new site launched June 2026, the Centric Security website has seen:
- an over 3X increase in site visitors
- a dramatic increase in lead form submissions
- an enthusiastic reception from employees and customers
Notably, the jump in forms filled out wasn’t even a primary goal of the redesign; it’s a sign that the new site is doing more than just looking the part. Jodi Wiener at Centric put it simply:
The site is bringing in noticeably more inbound contact than it did before!
Beyond the numbers, the site itself reflects the shift Centric was aiming for. It’s up to date, mobile friendly, built around the new brand, and written for the people actually looking for a security and AV partner, not for search engines trying to rank it.
Conclusion
Centric Security didn’t need a bigger website. They needed one that actually spoke to the people they serve, and looked like the national, full-service partner they’ve become. By pairing Hot In The Kitchen’s brand and content work with a site built around real conversations with Centric’s team and clients, the new site gives Centric something their old one never could: a first impression that matches the company behind it.
To learn more about Centric Security, visit their website at centricstl.com.
