Your website is more than just a digital asset — it's the cornerstone of brand identity, customer engagement, and reputation. And it’s mission-critical to your success. Don’t believe us? Listen to the data. A whopping 88% of internet users won’t return to a website after one bad experience.
However, the stakes are even higher when a company undergoes significant changes like acquisitions, mergers, or a complete rebrand. In these cases, a website redesign becomes essential for maintaining a cohesive brand image and ensuring the smooth transition of customers and stakeholders.
At Spot On, we specialize in helping companies navigate these transformations. Below, we highlight four projects where a full website refresh played a pivotal role in our clients’ brand evolution.
In 2018, Surgical Information Systems (SIS) embarked on a crucial website redesign after acquiring two competitors, Source Medical and Amkai. The goal? To unify the software solutions of three companies into a single, streamlined website that reflected SIS’s newly updated branding. We took on this complex project with a comprehensive content and technical SEO audit, ensuring a seamless digital presence across all platforms.
To start, we created a pop-up on the acquired site, alerting visitors of the impending transition. Users were then automatically redirected to the new site after 30 seconds. We added a banner to the SIS home page, featuring news of the acquisitions. And, after 30 days, the redirects were made permanent and the acquired sites were retired.
Through this strategic reorganization and a phased sunsetting of the SourceMed and Amkai websites, SIS was able to maintain its SEO rankings while transitioning its audience smoothly. The result was a cohesive digital space that strengthened SIS’s brand post-acquisition, making the company more agile and responsive to its clients' needs.
Key takeaway: During acquisitions, your website serves as a critical tool to unify brand identity, streamline user experience, and preserve SEO value.
Proem Behavioral Health, a mental health assessment solution provider, approached us in 2021 with a need to revamp its website to increase traffic and marketing-qualified leads (MQLs). Proem’s existing site conveyed its products as disparate tools, creating confusion among its varied audience.
We reimagined the site by streamlining its navigation and consolidating its offerings into a unified product message. Our empathy mapping exercise allowed Proem to deeply understand the pain points of its diverse user base — ensuring the website spoke to behavioral health specialists, addiction counselors, and researchers alike.
Key takeaway: A website needs to communicate a cohesive and tailored message to each audience, particularly when the company serves multiple sectors or goes through a recent merger.
Hamilton Health Box provides affordable primary care via its microclinic model, and in 2022, it aimed to expand beyond its employer-focused market into new sectors like rural care providers and payer organizations. We worked with Hamilton Health Box to reframe its messaging and website structure to resonate equally with all target markets.
By balancing the brand’s appeal to new markets while maintaining a strong connection with its existing employer clientele, we helped Hamilton Health Box transition smoothly into new sectors without diluting its brand identity. Ultimately, the website redesign became a strategic tool in Hamilton Health Box’s market expansion.
Key takeaway: When expanding into new markets, it’s critical that your website speaks directly to each audience without compromising your core brand message.
Acclinate, a lead innovator that helps increase diversity in clinical research through community engagement and predictive insights, approached us at the end of 2023 to revamp its website in preparation for Series A funding. The existing site failed to clearly connect the brand’s community-based engagement platform with its software offering, leading to confusion among potential investors and clients.
We worked quickly to bring clarity and cohesion to Acclinate’s website by restructuring the navigation and aligning product messaging. Through an agile phased approach, we relaunched key pages within months, supporting Acclinate in its initiative to secure Series A funding in May 2024.
Key takeaway: A well-executed website refresh can impact your business outcomes directly, including securing vital funding.
Whether you’re acquiring another company, entering new markets, or pursuing a complete brand overhaul, your website is one of the most important tools in your arsenal. Here’s why:
At Spot On, we specialize in website redesign services that not only result in impressive online images, but also yield powerful tools for go-to-market transformation. Whether you're merging, rebranding, or scaling, your digital presence is the key to winning over competitors.
Explore our portfolio to see before and after comparisons of these projects and learn more about how we can help you achieve your business goals.
When conducting a full website overhaul — especially in the context of mergers, acquisitions, or market expansion — our process is designed to ensure flawless follow-through and maximum results. From technical SEO audits and content reviews to detailed keyword research and empathy mapping, we build websites that not only look great but also drive measurable results.
If you're ready to elevate your brand through a website transformation, contact us today!
