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Building Credibility

Building Credibility

How a credibility-led website redesign helped Pro9 better communicate technical value and convert qualified interest.

How a credibility-led website redesign helped Pro9 better communicate technical value and convert qualified interest.

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Scope:

UX Strategy & Website Design

Client:

Pro9

Year:

2025

Services:

Digital Product Design

Digital Product Design

Experience Mapping

Experience Mapping

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Challenge

Why this mattered.

Pro9's website no longer reflected its technical credibility in prefabricated construction. The outdated experience undersold innovation, weakening trust with developers, architects, and government stakeholders. Competitors demonstrated credibility through data and case studies. Pro9 needed a modern, scalable platform that showcased its technical strength and drove qualified leads.

Who was affected?

Developers and Architects needed case studies and data to validate technical and sustainability claims.

Government Partners required compliance, energy, and performance documentation.

Builders sought specifications and installation details to assess feasibility.

Internal Teams needed a central hub for project updates, reducing reliance on LinkedIn posts.

Goal

Transform Pro9's digital presence from the weakest in the competitive set to a platform that matches the strength of its product, building credibility with key audiences and converting qualified interest into leads.

Rebuild Pro9’s digital presence to strengthen trust, highlight technical excellence, support content evolution and lead generation.

Transform Pro9's digital presence from the weakest in the competitive set to a platform that matches the strength of its product, building credibility with key audiences and converting qualified interest into leads.

Approach

The evidence

Cross-competitor analysis across 32 features and five competitors revealed Pro9 had the strongest positioning but the weakest digital presentation. Benchmarking identified universal gaps in social proof and lead generation. Stakeholder workshops confirmed the credibility requirements for sustainability credentials, shaping the core objectives: market-leading lead generation and social proof systems.

The solution

Tailored information architecture for key audiences.

Multi-step lead qualification system.

Social proof integration addressing competitor gaps.

Prominent 8 to 9.4-star energy compliance positioning.

Modular framework enabling autonomous updates

Research

Cross-Competitor Strategic Intelligence

Information Architecture Design

Prototype Validation

Accessibility Testing

Governance Documentation

Performance Analytics

Outcome

The redesign moved Pro9 from the weakest digital presence in the competitive set to a credible, conversion-ready platform, built on evidence, designed for the audiences that matter most.

Measure of impact

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Conversion rate validating lead generation infrastructure

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Conversion rate validating lead generation infrastructure

Role

I led end-to-end UX and CX strategy, from competitive intelligence through to governance implementation. Cross-competitor analysis identified the strategic opportunity: the strongest product with the weakest digital presence. Evidence-based goals were defined and scalable systems embedded, transforming the website into a competitive business driver delivering measurable credibility and conversions.

I led end-to-end UX and CX strategy from competitive intelligence through governance implementation. Cross-competitor analysis identified Pro9’s strategic opportunity: the strongest product and the weakest digital presence. I defined evidence-based goals and embedded scalable systems, transforming the website into a competitive business driver that delivers measurable credibility and conversions.

Legacy and reuse

The modular framework enabled scalable updates while competitive positioning transformed Pro9 from a digital laggard to a market contender. The website became the official source of truth, reducing reliance on LinkedIn and establishing credibility with developers, architects, and government partners.

I led end-to-end UX and CX strategy from competitive intelligence through governance implementation. Cross-competitor analysis identified Pro9’s strategic opportunity: the strongest product and the weakest digital presence. I defined evidence-based goals and embedded scalable systems, transforming the website into a competitive business driver that delivers measurable credibility and conversions.

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