1. Assess – Laying the Foundation for the Website Redesign
In October of 2024, we partnered with AT Information Products (ATIP), a master distributor of Markoprint® industrial inkjet printers and inks. With over 30 years of experience, ATIP specializes in industrial coding and ink marking solutions, optimizing packaging lines for manufacturers and logistics companies. Their high-resolution coding technologies improve efficiency, compliance, and traceability.
However, their outdated website did not reflect their technological leadership or industry expertise, resulting in low engagement, weak search performance, and declining conversions. Built without a clear digital strategy, the site had evolved organically over time solely with the goal of selling more products—leading to disorganization, poor user experience, and weak analytics visibility.
Delaney Computer Services (DCS), in collaboration with our Digital Agency partner, Deluge Interactive, implemented a comprehensive digital solution to address these challenges.
Key Challenges Identified In The Older Web Design:
Low Website Traffic & Poor Analytics Visibility:
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- Minimal insight into user behavior and site performance, causing marketing decisions to be based largely on guesswork.
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- Ineffective SEO and uncontrolled PPC spending, resulting in low organic visibility and inefficient budget use.
Outdated UX/UI Design:
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- Poor navigation and interface design frustrated visitors, negatively impacting conversion rates.
Inconsistent Brand Identity:
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- Fragmented and inconsistent design elements weakened brand perception and trust.
Disorganized Product Catalog:
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- Outdated product listings lacked clear categorization, making product discovery difficult and reducing user engagement.
Security & Account Management Risks:
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- A single username/password shared among 250+ partner users created serious security vulnerabilities, accountability issues, and compliance risks.
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- Website management was cumbersome, affecting performance, security, and uptime.
Lack of Strategic Digital Approach:
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- No cohesive digital strategy guided the website’s evolution, limiting growth opportunities and weakening market positioning.
Addressing these combined issues required a complete website redesign and strategic overhaul. DCS and Deluge Interactive successfully delivered a modern, user-friendly digital presence, greatly improving customer engagement, online visibility, security, and conversions.
2. Design of a New Website
To address these challenges, we developed a comprehensive redesign strategy, leveraging UX/UI best practices, modern web development techniques, and conversion-driven improvements—utilizing tools like Figma, Photoshop, and Premiere for design and video editing.
UX/UI Improvement
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- Streamlined Navigation: Simplified layout for easy access through sub-products and sub-links. Previously, AT information was confined to just three overcrowded tabs filled with excessive content and subpages. Now, the structure has been optimized into eight clearly defined tabs, improving navigation, user flow, and content organization. This allows users to quickly find relevant information without unnecessary complexity.
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- Optimized Readability: A user-friendly design tailored for a 35+ audience, featuring enhanced contrast, larger fonts, improved spacing, and clear typography. These adjustments ensure better legibility, reducing eye strain and making information easier to consume.
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- Fully Responsive: A seamless experience across all devices, including desktops, laptops, tablets, and smartphones. The design adapts dynamically to different screen sizes, ensuring intuitive navigation, fast load times, and consistent functionality across various operating systems and resolutions.
Website Redesign = Unified Branding
Consistent and Polished Design: For a tech company specializing in industrial coding, a standardized style sheet ensures a cohesive and recognizable look across all platforms. This includes typography, colors, and design elements, creating a consistent visual identity tailored to the industry.
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- Initially, the design relied on a dark blue and gray palette, which felt somewhat dull. To enhance the overall appeal while maintaining a professional and industrial feel, we introduced a light blue accent, making the interface more engaging. These design updates extend beyond the web interface, integrating seamlessly into trade show banners and other corporate materials.
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- By refining the design elements, the updated interface becomes more intuitive, visually appealing, and better aligned with the company’s technical and industrial focus.
Web Design Optimization of Product Catalog E-commerce
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- Logical Categories: Products and information are systematically organized by type, application, and industry, making it easier for users to navigate and quickly find relevant content without unnecessary browsing. This structured approach improves user experience and ensures intuitive access to key information.
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- Enhanced Product Organization: Each product now has a dedicated custom specs page with detailed information and related product recommendations, allowing users to explore options more efficiently.
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- Improved CTAs: Clearly defined and strategically placed calls-to-action (CTAs) guide users through structured pages, encouraging engagement and conversions. The enhanced layout ensures that key actions—such as inquiries, downloads, and purchases—are intuitive and easily accessible.
3. Website Build
With the design strategy in place, we developed the new website using:
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- Elementor for a Modern, Flexible, and Easy-to-Manage Website Structure: Built using Elementor, the website allows for effortless updates, customization, and scalability without extensive coding, ensuring long-term flexibility and maintainability.
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- Custom Inputted Information for Over 100 Products: Each product features detailed specifications, descriptions, and supporting content, creating a comprehensive resource for users to explore offerings efficiently.
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- Secure Access for Distributors and Partners: A secure and streamlined login system with Multi-Factor Authentication (MFA) ensures that only authorized partners and distributors can access restricted content. This approach enhances security by requiring an additional layer of verification, mitigating risks associated with shared credentials and unauthorized access.
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- SEO: The website follows best SEO practices, optimizing metadata, content structure, and site speed to improve rankings on Google and Bing for increased visibility.
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- Landing Page for Future Paid Campaigns: As part of the design stage, a dedicated landing page was created to support future PPC (Pay-Per-Click) campaigns, ensuring targeted lead generation and marketing effectiveness.
High-Speed, Mobile-Responsive Design: The website delivers fast-loading pages and a seamless user experience across desktops, tablets, and smartphones, maximizing accessibility and engagement across all devices.
4. Secure
As an IT and cybersecurity company first, (DCS-Delaney Computer Services) understands the critical importance of maintaining a secure, high-performing digital presence. To support this, we implemented:
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- Advanced website security measures to safeguard against cyber threats.
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- Ongoing performance monitoring to ensure optimal speed and uptime.
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- A custom SEO dashboard to help AT INFO’s content stay competitive in search rankings.
5. Maintain
After the successful website launch, we established a long-term maintenance plan to keep the site running smoothly:
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- Ongoing performance monitoring to track traffic, engagement, and conversions.
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- Regular updates and optimizations to ensure security, speed, and SEO rankings remain strong.
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- Content management support, enabling AT INFO to update product listings and marketing content effortlessly, blogs, LinkedIn posts, etc.
The Impact
Within the first month of the website redesign, we saw major improvements in performance and user engagement:
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- 29% Increase in Website Sessions – More visitors, higher engagement, and stronger conversion rates.
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- PPC Landing Page Optimization – Custom keyword targeting boosted lead generation from pay-per-click campaigns.
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- Enhanced SEO Performance – Strategic keyword research and optimization led to a 46% increase in Google rankings and a 295% jump on Bing, driving a surge in organic traffic.
Client Testimonial
“AT Information Products recently partnered with Deluge Interactive in launching our new and SEO-friendly website (atip-usa.com). They were very involved in learning about our specific business and translating that knowledge into the reimagined site. A great job by the team from the discovery phase through the launch stages. I have done many website launches in my career, and this was the smoothest.”
— Bill Hingle, AT INFO
Conclusion
Through a structured approach of Assess → Design → Build → Secure → Maintain, we transformed AT INFO’s website into a modern, user-friendly, and high-performing digital platform. The new site now effectively represents their expertise, innovation, and leadership in production line optimization and coding solutions—ensuring a stronger online presence and better business growth.
Explore the new site: ATIP
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