Bringing clarity and cohesion through a flexible digital platform for a global engineering group
A future-ready website that brings the ‘One IMI’ operating model to life
A global engineering leader, IMI delivers innovative solutions in fluid and motion control. Operating internationally, the business brings together deep technical expertise with a focus on solving real-world problems for their customers.
Following a recent brand refresh, IMI needed its website to bring its ‘One IMI’ vision to life online. Further reinforcing the need for a new website was an outdated and overly complex CMS, which made the existing website difficult and time-consuming to manage.
IMI needed a modern, flexible, digital platform that clearly expressed the refreshed brand and made managing content simpler, faster, and more efficient.
Measuring impact
User engagement across the site has strengthened markedly, demonstrating that visitors are spending longer on the platform, interacting more consistently with content, and exploring a greater range of pages during each visit.
Highlights
122
%
Increase in average engagement time
31
%
Uplift in engagement rate
48
%
Increase in views per visit
1.8
m
Page impressions over six months
20
%
Improvement in SERP ranking
30
%
Uplift in search queries via AI search functionality
Building on strong foundations
IMI had already completed some early groundwork on their information architecture, providing a solid starting point. Our role was to build on this and help shape a structure that worked for both users and the business.
We began with interviews with key stakeholders across the organisation to understand priority content, core user journeys, pain points with the existing website, and areas of growth for the business – helping us understand how the new website could better support the organisation, its teams, and its users. This was accompanied by desk research, a review of available insights and analytics, and our own UX best practice.
Together, this informed a refined and fully realised information architecture, alongside detailed wireframes that balanced clarity, flexibility, and scalability – ensuring the website could evolve as IMI continues to grow.
Letting the brand lead
IMI’s recent brand refresh gave us a rich and distinctive identity to work with. We focused on letting the core brand shine by using its visual language confidently and consistently across the website.
The website presented an opportunity to lean into brand elements that wouldn’t typically appear in day-to-day business materials, such as the 3D and glass brand devices, creating a more expressive and engaging digital experience. IMI’s extensive bank of high-quality imagery played a central role, with photography used generously to bring warmth, scale and authenticity throughout.
A modular, considered design encourages interaction while keeping scroll depths in check. Flexible modules allow for a wide variety of layouts and page types without introducing unnecessary complexity, giving the content room to breathe while maintaining visual consistency.
A dedicated culture section brings IMI’s new employer brand to life, without it feeling disjointed from the wider website.
Built to support editors and users alike
The website is built on the latest version of Umbraco, providing a modern, secure, and highly flexible CMS. This gives IMI a future-proof platform with improved performance, editor experience and long-term scalability.
We delivered bespoke integrations with IMI’s ATS and Mailchimp, streamlining recruitment and communications workflows. AI-powered SEO and translation tools within the CMS help teams optimise and localise content efficiently, while AI search and chatbot functionality create a richer, more intuitive experience for users.
Every technical decision was made with one goal in mind: creating a better experience for users and editors alike. The result is a solution that reduces friction, saves time, and empowers the communications team to manage the website confidently and independently.
Autonomy, speed and confidence
IMI now has full control of its website. The team can manage results announcements, update existing content and publish new pages quickly and easily, without relying on external support.
The response to the CMS has been overwhelmingly positive. The team has loved how intuitive and efficient it is, and how quickly they can make changes that previously felt time-consuming or out of reach.
As a key digital asset, the website not only reflects IMI’s refreshed brand and ‘One IMI’ vision, but actively supports the people behind it — every day.
