CHALLENGE
Distribution International had outgrown its existing website platform. Built on a rigid ecommerce CMS, the site lacked the flexibility needed to support the marketing team’s day-to-day needs and evolving customer experience goals. Updating content, managing pages, and scaling digital initiatives had become increasingly difficult.
At the same time, customers were navigating a large and complex ecosystem of products, industries, technical resources, and branch locations. Finding the right information was not always intuitive, creating friction across key user journeys.
The company needed a more agile and scalable digital platform - one that could improve usability, support marketing initiatives, strengthen SEO performance, and create a more seamless customer experience across devices and locations.
SOLUTION
Fratzke began with a thorough discovery process, including a full technical and strategic brief, before writing a line of code. The goal was to understand not just what the site needed to look like, but how it needed to function for both the marketing team and their customers.
The migration to WordPress gave DI the flexibility and control they'd lacked, with a custom build tailored to the complexity of their business.
Key initiatives included:
- Migration from the legacy CMS to WordPress
- UX/UI redesign across desktop and mobile experiences
- Scalable site architecture and navigation improvements
- Enhanced search and resource discovery functionality
- Multi-location branch experience and localized content support
- Content migration and optimization across products and resources
- SEO, analytics, accessibility, and performance optimization
- Conversion-focused enhancements to improve engagement and lead generation
Rather than simply refreshing the design, the engagement focused on building a more flexible digital ecosystem that could scale alongside the business while giving internal teams greater control over content and marketing initiatives.
RESULTS
The new website gave Distribution International a more modern and user-friendly digital experience. The new site makes it easier for customers to find products, locate a branch, access spec documentation, and engage with DI's content library - all in one cohesive, fast-loading experience built for how their buyers actually navigate.
Internally, the migration to WordPress created a far more agile content management experience for the marketing team. The company gained the flexibility to manage content, launch updates, and support ongoing campaigns without the limitations of the previous platform.
The engagement also established a stronger foundation for long-term digital growth through improved SEO structure, mobile optimization, analytics integration, and scalable content architecture designed to support future marketing and customer engagement efforts.
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