A manufacturing worker using an app for Ecommerce inventory.

Wells Vehicle Electronics

Using web design to drive product sales and recruitment in manufacturing






10 months




For more than 120 years, Wells VE has manufactured automotive electrical components for OEMs, repair professionals and do-it-yourselfers alike. In a hyper-competitive industry, though, the time came to upgrade their website. It needed to stand out with new content and simpler navigation to show prospective customers and employees what makes Wells VE different. A full redesign and rebuild of the entire site experience was in order. 


Increase organic traffic

Optimize copy and navigation to improve search results and keep users on the site.

Showcase products

Give users product details with individual pages and an integrated dealer locator.

Help drive recruitment

Create a dynamic Careers-page that engages and inspires job seekers.


  1. 01.

    Audience personas and journey maps

    During the discovery & planning phase, our UX team created personas and journey maps through deep audience research. These documents shaped strategy, transformed site redesigns, and are still used in other channels by sales, marketing and HR teams.
  2. 02.

    Category and navigation redesign

    We wrote new product detail pages with compelling, search optimized copy based on engineers' technical points. We then integrated their ERP and logistics systems, showcasing the dealer locator to better facilitate purchase. User personas emphasized that different audiences want different information, which we made easier to find through improved navigation.
  3. 03.

    Simpler site management

    We walked Wells VE through the pros and cons of all potential CMS solutions. With this knowledge, their team decided to stick with WordPress, though they moved from Elementor to its more streamlined Gutenberg editor. UX & design guided the rebuild with wireframes and solutions to integrate dynamic media, helping site administrators make edits more efficiently.
  4. 04.

    Unique look and feel for Careers

    An audience of manufacturing pros seeking jobs views a site differently than potential customers. The Careers section became a distinct microsite that maintains the same full-site structure and back end.


  • Digital Experiences
  • Maintenance & Support


All key areas improved immediately in the redesigned site's first month. We continue to optimize and enhance for performance.


Increase in visitors
> 2 x
Average session duration
Increase in page views
Decrease in bounce-rate
* one month post launch compared to previous period

Keeping our foot on the gas

Wells VE continues to partner with Lightburn to carry the rebuilt site's launch momentum forward long term.

Maintenance & Support

We support their in-house team's WordPress management with ad-hoc, time-and-materials budgets. Our experts optimize keywords, tweak metadata and use GA4 to make sure the right audiences find it.
read more about Maintenance & Support

Website Development

Some features don't fit into launch timelines or available resources. Ongoing projects with open budgets address enhancements and improvements to existing functionality.
read more about Website Development