A digital experience that brings purpose-led storytelling to life for a global steel leader
ArcelorMittal is a global leader in steel and mining, operating at the intersection of industry, innovation and sustainability.
The Group’s website plays a critical role in how ArcelorMittal communicates purpose, governance and progress to global stakeholders, including investors, policymakers, employees, partners and the media.
Over time, the existing site had reached the end of its technical lifecycle and no longer reflected the ambition of a business redefining steel for the modern world. Content volumes had grown significantly, navigation had become complex, and important stories across innovation, sustainability and strategy were increasingly difficult to find.
We were commissioned to lead the strategy, User Experience (UX), design and delivery of a new digital platform, designed to support change and long‑term growth. The programme set out to create a modern, accessible and future‑ready experience that brings ArcelorMittal’s purpose, smarter steels for people and planet, clearly to life. The corporate website also formed the foundation for new sites for ArcelorMittal Dofasco and ArcelorMittal North America, enabling consistency and scale across the Group.
Measuring impact
Since launch, the new website has strengthened engagement and organic discovery at scale, with significant growth in search visibility and referral traffic across both traditional search engines and emerging AI-driven channels.
Highlights
72
%
Increase in page views
25
%
Increase in average engaged sessions per user
42
%
Increase in site-wide file downloads
403
%
Increase in organic search impressions
218
k
Google referrals (up by 140%)
149
%
Increase in total referral traffic (to 245k visits)
Grounded in senior stakeholder insight
We began with in‑depth stakeholder interviews across a broad cross‑section of senior leaders from across the Group. These sessions spanned innovation, strategy, sustainability, investor relations and other core areas of the business.
The interviews were fundamental to understanding how ArcelorMittal sees its role in shaping the future of steel, and how different audiences need to engage with that story. This qualitative insight ensured the platform was grounded in real business priorities, not assumptions. It also helped align teams early, enabling confident decisions around structure, storytelling and governance that would stand up over time.
Bringing structure and clarity to content discovery
With a strong strategic foundation in place, we focussed on how users find and navigate content across a large and growing body of content. We ran a combination of moderated and unmoderated card sorting exercises to understand how audiences naturally group information.
We then validated these insights through tree testing, allowing us to test and refine navigation structures before any design work began. This evidence‑led approach reduced friction, clarified labelling and prioritised the most important pathways. The resulting information architecture supports faster discovery today, while providing a structure that can scale as content and audiences continue to evolve.
Designing a modern, purpose-led experience
Design translated strategy and structure into a confident, modern digital experience. Working within ArcelorMittal’s strong and well‑established brand framework, we focussed on clarity, hierarchy and storytelling, ensuring purpose‑led messages could cut through extensive content.
While respecting the core brand identity, we proposed the introduction of a supporting secondary typeface, Martian Mono, for website application only. Used selectively, it adds contrast, clarity and a subtle sense of innovation, helping the experience feel more contemporary without compromising brand consistency.
We designed a flexible system of modules to support storytelling across innovation, sustainability, strategy and sector content, while consistent layout patterns maintain control and governance. Motion, imagery and video were used selectively to reinforce narrative, including the creation of homepage video content that helps bring ArcelorMittal’s ambition, innovation and impact to life.
Building a scalable and accessible platform
We built the website on the Umbraco enterprise‑grade content management system, using a headless architecture to support performance, scalability and reuse. This approach enabled the corporate site, ArcelorMittal Dofasco and ArcelorMittal North America to launch on a shared framework. While the corporate site was published first, all three sites went live on the same day, avoiding multiple ground‑up builds while maintaining local relevance.
Accessibility was embedded from the outset. The site meets Web Content Accessibility Guidelines (WCAG) AA standards and complies with Americans with Disabilities Act (ADA) requirements, ensuring inclusive access for global audiences.
Supporting content, governance and long‑term evolution
Alongside strategy, design and build, we supported content creation, visual asset development and the migration of governance‑critical material. Compliance requirements were maintained throughout, supported by clear editorial workflows and role‑based permissions that give content owners appropriate control over publishing.
Search engine optimisation (SEO) was embedded into the platform from day one, supported by AI‑powered optimisation tools within the content management system to help editors improve search performance. The programme concluded with full testing, quality assurance and launch across all sites, delivering a future‑ready digital platform designed to evolve with the business and support long‑term growth.
Providing technical consultancy at enterprise scale
Alongside experience and platform delivery, technical consultancy was also a core part of the project programme. We worked closely with ArcelorMittal’s internal IT and cyber security teams to define a hosting and infrastructure approach that met enterprise‑level requirements around performance, resilience and governance.
As Microsoft Azure and Cloudflare partners, we advised on and implemented the hosting architecture before taking on responsibility for hosting the sites on ArcelorMittal’s behalf. This created a consistent, well‑governed environment capable of supporting multiple sites and ongoing change.
We also consulted on and delivered a range of integrations, including SAP‑based CRM systems, third‑party Investor Relations tools and digital marketing technologies. These integrations were designed to support existing workflows while creating a more connected digital ecosystem, ensuring the platform could evolve alongside the wider technology landscape.
