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Optimation’s New Online Platform Communicates Value, Delivers ‘More Than Just a Website Experience’


Optimation asked ITX to breathe new life into its online presence, which was their preeminent selling tool. Our talented user experience and content design team took a product marketing approach, integrating a new content management system (CMS) to refine the site’s underlying infrastructure before kicking off its site redesign and content strategy efforts.

Leveraging the WordPress CMS and a product marketing mindset, we delivered a fresh, new website experience that included a refined architecture, revamped SEO strategy, and delightful design to boost visitor awareness and appreciation for Optimation’s expertise and business offerings.

Meet the Client.

Optimation is a full-service engineering, design, and construction company. Founded with a passion for manufacturing and a desire to provide industrial clients with a single source for projects, Optimation provides mechanical and process engineering and design, automation and systems integration, skilled trades fabrication, and maintenance services for a variety of industries.

THANK YOU! I love it! – I’ve gotten lots of great feedback on the website and many compliments so far. Thanks again to the ITX team!

Jennifer Palumbo,


Enhance visitors’ online experience; create a powerful marketing tool on a manageable, easily updated content management system (CMS) that communicates a deep awareness and understanding of Optimation’s unique offerings and considerable expertise.


ITX’s product marketing team addressed the site’s complex infrastructure and content density before initiating redesign efforts. A comprehensive site audit revealed opportunities to streamline navigation and smoothly guide users to desired information. The newly defined structure and simplified user workflows helped Optimation revitalize its overall content strategy.


ITX launched the new Optimation user experience on WordPress. Content priority guides defined each page’s messaging goals and elevated them to the forefront of the strategy. Market research guided our human-centered design, which delivered purposeful messaging and powerful calls to action. Website style guides addressed design elements to solidify the user experience.

ITX combined a refined infrastructure, a new CMS, and market-driven approach to deliver a user experience that would accelerate revenue growth and provide scalability as needs expand.


In the Weeks Following the Launch.

  • 69% Increase in Page Views
  • 25% Increase in New Site Visitors
  • 245% Increase in Time Spent On-Site
  • 35% Decrease in Bounce Rate


  • Optimation’s online performance reveals impressive improvement:  Page Views increased 69%; New Site Visitors increased 25%; Bounce Rate decreased 35%
  • Visitors clearly delighted in the easy navigation and consistent content strategy: A 52% decrease in pages on the site led to streamlined content and a 245% increase in time on site.
  • By leveraging technology solutions through a product marketing perspective, ITX delivered a revenue-generating online experience that is more than just a website.

Let’s Talk.

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