G&W Electric - The website that had to grow as fast as the business.

Industry: Manufacturing
Platform: WordPress
Partnership: Ongoing since 2023

Project intro

A legacy site, a fast-moving market, and a partner asked to do both — keep things running and build what comes next.

A business evolving faster than its website. We're helping close that gap.

G&W Electric has been a global leader in power grid solutions since 1905, manufacturing switchgear, sensors, reclosers, and automation systems used by utilities, data centers, hospitals, and industrial facilities across more than 100 countries. But when they came to Lightburn in 2023, their website told a different story: a legacy WordPress build that was difficult to manage, increasingly difficult to secure, and not built to support the kind of digital buying journey their growing audiences expected.

What started as a maintenance and support engagement became something more significant. Over three years, Lightburn worked alongside G&W to modernize the site's architecture, build out critical audience experiences — Sensors, Careers, Resources, product configurators — and develop a digital strategy to support G&W's push into C&I markets, including data centers. When G&W acquired Safegrid in 2026, adding intelligent grid monitoring and predictive analytics to their portfolio, Lightburn was already embedded enough to move fast and began laying the groundwork for what comes next. Quick wins to address the most pressing gaps, and a full CMS platform migration and redesign in progress.

When we started in 2023

Aging architecture, difficult to update and maintain
Limited content flexibility for new pages and experiences
Multilingual site management was time-consuming
Product configurators living outside the CMS
Manual lead entry after every configurator submission
No clear digital strategy for new audience segments

Where we are today

Modernized WordPress architecture with native block editing
New experiences built for Sensors, Careers, and Resources
Configurators migrated into the CMS and connected to Salesforce
Homepage refreshed to reflect evolving brand and audiences
C&I digital strategy defined, quick wins in flight
Full platform migration and redesign scoped and underway

The Problem

The website wasn't failing. It was just quietly falling behind.

The site worked. It just couldn't keep up with where the business was heading.

A site the team had outgrown

The CMS was difficult to update, multilingual content was a pain to manage, and adding new pages or experiences required more development effort than it should have.

Configurators disconnected from the business

Product configurators lived outside the CMS on a separate server and every lead they generated required manual entry into Salesforce before anyone could act on it.

Content built around products, not buyers

The site was organized around G&W's product catalog, not the questions and challenges their audiences were actually trying to solve, making it hard to reach and convert new market segments.

A business evolving faster than the website

New market opportunities in Commercial & Industrial, new product lines, new audience segments — and no clear digital strategy to help translate business growth into website evolution.

The Solution

Steady, deliberate progress across infrastructure, content, and strategy.

A modernized technical foundation

The WordPress architecture was rebuilt from the ground up — replacing a plugin-heavy setup with native Gutenberg block editing and ACF, making the site easier to manage, more secure, and flexible enough to support the experiences G&W needed to build.

Configurators rebuilt and connected to Salesforce

Six product configurators were rebuilt inside WordPress using Gravity Forms — eliminating a fragmented legacy codebase and establishing a single interface to manage all configurator experiences. Submissions now flow directly into Salesforce as lead objects, replacing a manual entry workflow entirely.

Key page redesigns and ongoing enhancements

From the Sensors product section and Resource library to the Careers section and homepage refresh, Lightburn has worked through a steady cadence of targeted redesigns and improvements — each scoped to address specific usability, content, or audience gaps rather than waiting for a full site overhaul to solve everything at once.

A digital strategy for a business in motion

G&W isn't standing still, and neither is the work. As they've pushed into Commercial & Industrial markets and made strategic moves like the 2026 acquisition of Safegrid, Lightburn has been developing a short and long-term digital roadmap in parallel: identifying quick wins, mapping content to new audience segments, and integrating new offerings into the information architecture and content planning already underway for the 2026-2027 redesign project.