Ad Art Sign Co.
How we turned a website into a lead qualification and routing system for a multi-brand B2B company.
B2B Signage & Lighting
Oct 2025 - Jan 2026
314 pages, 2 brands, full sales automation
The Challenge
The client didn't just come to us for a "New Website" — they came with a sales problem.
Their sales team was receiving:
- •Unqualified inquiries
- •Requests landing in the wrong department
- •No context on urgency, budget, or intent
- •No clear visibility into what the user was actually looking for
Meanwhile, they had four disconnected websites creating confusion. Prospects couldn't find what they needed. Technical expertise was buried. No clear path from visitor to qualified lead.
The website wasn't helping sales. It was creating work.
What they needed: A sales assistant, not a brochure.
What We Set Out to Build
Understand who the user is, what they need, and how urgent it is
Route leads automatically to the right team (signage, lighting, digital, service)
Give sales teams full context before the first call
Support multiple brands without confusing users
Built on modern, scalable tech that won't need rebuilding in 12 months
Start with Users, Not Pages
First we analyzed the current websites as well as had a look at incoming requests from leads. We grouped all incoming leads and historical data into 4 core ICPs.
Every content decision, every CTA, every navigation choice was tested against: "How do these users actually think about their problems?"
Not how content was historically organized. How buyers actually search and decide.
Solution-Oriented Content Strategy
The goal of a website is to make it easy for prospects to self-identify and find what they need fast. So we restructured everything around problems, not products:
- •
Solutions: What problem gets solved?
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Industries/Applications: Where does this apply?
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Projects: Proof and credibility
The result: Content that maps to how buyers actually think, not how the company is internally structured.
AI-Powered Lead Qualification
We built an AI chatbot that:
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Answers product questions instantly using their actual content and specs
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Asks qualifying questions (budget, timeline, location)
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Recommends the right solution based on their needs
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Routes leads to the correct team automatically
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Captures context for sales (what they viewed, what they asked, urgency level)
Multi-Brand Strategy
Strategic discovery revealed Genesis Lighting served a distinct market—lighting solutions mostly independent from signage.
Our recommendation:
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Consolidate three Ad Art sites into one platform
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Keep Genesis separate on making-light.com to preserve brand equity
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Connect them through shared infrastructure (multi-tenant Payload CMS)
Same technical foundation. Separate brand identities. Automatic lead routing based on which brand they engage with.
Built for Scale
Every layout, component, and content block designed to be:
- •
Modular (mix and match without breaking)
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CMS-friendly (marketing team can manage without dev help)
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Reusable (across industries and solutions)
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Easy to extend (without redesigning in 12 months)
This wasn't just about launching a site. It was about giving them a system that grows with their business.
Technical SEO & Migration
Migrating 314 pages from 4 different sites without tanking SEO:
Automated migration scripts with deduplication
301 redirects for all old URLs
Canonical linking to avoid content cannibalization
Structured data (FAQs, how-tos, organization markup)
Optimized media assets (size, alt text, SEO-friendly filenames)
LLMs.txt for AI search visibility
The Result
Before
- —Four disconnected websites
- —Unqualified leads hitting sales
- —No lead routing or context
- —Manual qualification eating sales time
- —Fragmented brand experience
After
- ✓One unified sales platform + strategic separate brand
- ✓AI-powered lead qualification and routing
- ✓Full sales team context before first call
- ✓Automated enrichment through Apollo/HubSpot
- ✓Modern, scalable architecture ready to grow
Not just a website. A sales acceleration system that works 24/7.
Frontend
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Next.js 15 (App Router, Server Components)
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React Server Components for performance
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Tailwind CSS v4
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Shadcn UI component library
CMS & Backend
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Payload CMS (Multi-tenant architecture)
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Modular content blocks (19 reusable components)
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Role-based access control
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RESTful & GraphQL APIs
AI & Integrations
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OpenAI GPT-4 with RAG (Pinecone vector database)
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Apollo.io for lead enrichment
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HubSpot/Pipedrive CRM integration
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Google Analytics 4 + Search Console
Performance & SEO
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Sub-2-second page loads (SSG + ISR)
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Technical SEO optimization
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Structured data markup
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Mobile-first responsive design