



Situation: An Outdated Website Limited Stillwell’s Ability to Expand into New Markets
Stillwell Inc. needed a redesigned website to address several challenges. Their outdated site struggled to guide users to relevant information, hindering lead generation and conversion. It failed to convey the professionalism and industry leadership that Stillwell wanted to showcase, and it did not effectively highlight their expansion into agriculture and construction. Without a strategic structure or a clear call to action, potential customers had difficulty engaging with the brand. These challenges underscored the need for a website that would provide a cohesive user experience, enhance their brand’s image, and position them as a leader in targeted industries.
Solution: A Strategic Redesign to Streamline User Experience and Elevate Brand Perception
Windmill Strategy approached the redesign with a focus on creating a cohesive and user-centric digital experience. The project began with a thorough information architecture process, including detailed sitemaps and wireframes, to ensure a logical structure and clear pathways for site visitors. By documenting and reviewing existing content alongside ideas for future content areas, Windmill proposed strategic user flows tailored to Stillwell’s key audiences, focusing on converting qualified visitors into leads.
We evolved Stillwell’s visual branding, including exploring different directions via moodboards, to establish a modern, engaging website that highlighted Stillwell’s professionalism and leadership in the OEM space. The visual updates extended to a suite of print and digital assets, reinforcing brand consistency across marketing channels. SEO best practices were implemented during the website redesign to enhance visibility for key audiences in agriculture and construction, supporting Stillwell’s expansion into these industries.
Services Utilized
- Analytics and Insights
- Client Training
- Mood boards
- SEO
- UX Consulting
- Web Design & Development
- Print/Marketing Asset Design
Project Information
Client:
Stillwell Inc
Location:
12401 Washburn Ave. S Burnsville, MN 55337
Date:
February 28, 2020
Website:
https://www.stillwellinc.com/