IBS Infra
From a sprawling technology catalogue to one coherent sales system.
A multi-discipline technology-services company sells six different divisions through one website, and every division demands equal prominence — leaving serious buyers lost in a flat catalogue.
B2B TECHNOLOGY SERVICES
IBS Infra
- Role
- Strategy, design and full-stack delivery
- Scope
- Information architecture, corporate content strategy, visual direction, frontend engineering, admin and content tooling, SEO/accessibility/security.
- Outcome
- A serious buyer can now find their division, understand what IBS does inside it, and send an enquiry that reaches the right team. The site reads as one credible company instead of six brochures stapled together.
- Technology
- Next.js, TypeScript, Tailwind CSS, CMS, Vercel
Disclosure. Live production site. Built and deployed as a real business website, not a concept.
The business sold six different technology disciplines through one website, and every discipline wanted equal prominence. Buyers arrived looking for one service — fire-safety, or structured cabling, or a call-centre setup — and landed in a flat catalogue where everything looked equally important, which meant nothing read as important. Enquiries were generic, routing was manual, and the homepage tried to be a brochure for everything at once.
- Six service divisions, each with its own vocabulary and buyer
- Legacy service descriptions that were technically accurate but commercially flat
- Multiple industry audiences (corporate, government, industrial, hospitality)
- SEO equity in existing service pages had to be preserved
- Mobile-first buyers researching on site surveys
- Admin team needed to maintain content without engineering help
The structural decisions that shaped the solution — explicit and arguable, not hidden inside a polished screen.
- 01
Division-first taxonomy
Reorganised six divisions into a primary service taxonomy with a clear parent → child → capability hierarchy instead of a flat list.
- 02
Dedicated division routes
Gave each division its own landing route with an outcome narrative, not a generic service template applied six times.
- 03
Capabilities vs industries
Separated "what we do" from "where we do it" so buyers can enter by capability or by industry — two paths to the same enquiry.
- 04
Lead-routing enquiry model
Built an enquiry model that routes a fire-safety lead to the fire-safety team, not a generic inbox.
- 05
Preserved legacy redirects
Kept old URLs alive with redirects to protect organic search routes the business had earned over years.
- Division-first navigation that scales to six verticals without a mega-menu wall
- Service copy that leads with the buyer’s problem and ends with a concrete next step
- Admin layer so the team can publish and re-order services without touching code
- Structured data for services and organisation for honest search visibility
- Hardened forms, headers and security defaults for a public B2B surface
A serious buyer can now find their division, understand what IBS actually does inside it, and send an enquiry that reaches the right team. The site reads as a single credible company instead of six brochures stapled together — and the team can keep it current without filing engineering tickets.
- Service divisions
- 6 verticals, each with a dedicated route
- Hierarchy
- Parent → child → capability structure
- Industry paths
- Cross-cutting industry entry points
- Lead routing
- Enquiry model routes to the correct division
- Legacy redirects
- Preserved to protect organic search routes
- Admin capability
- Content team publishes without engineering
The hardest call was refusing to give every division "equal" homepage real estate. Six equal blocks is what the internal politics asked for and what makes a homepage unreadable. The compromise was a rotating featured-division surface plus a persistent six-way directory — prominence without hierarchy warfare.
Audit
Mapped all six divisions, their buyers and existing content.
Architecture
Designed the parent → child → capability taxonomy.
Content
Rewrote service copy to lead with the buyer’s problem.
Build
Frontend, admin layer, lead routing, redirects.
Technical material kept secondary — for the engineering reader who wants to look under the hood.
- Next.js App Router with server components for the marketing surface; isolated client components only where interaction requires them.
- Canonical URLs, Open Graph and structured data per service route; sitemap and robots generated from the same content model.
- Form submissions validated client and server side, with honeypot spam protection and fail-safe error states.
- Security headers, CSP-friendly asset loading and accessibility landmarks across every route.
IBS Infra — wrap-up