B2B website redesign that made a complex industrial product click
How we rebuilt Rayhawk's website: from a thin, low-trust page into a conversion-focused site that tells the full story of an autonomous railcar system.
A groundbreaking product hidden behind a website that didn't do it justice
Rayhawk had built something genuinely impressive: an autonomous system that opens, closes, seals, and inspects railcar lids without a single worker climbing on top. Machine learning, computer vision, a robotic gantry. The engineering was real. The website wasn't keeping pace.
Prospective buyers landing on the site couldn't tell. The site was too short, too sparse, and structurally weak. The kind of page that raises more questions than it answers. In B2B industrial sales, that doubt kills deals before they start.
Video assets showing the system in action existed, but weren't surfaced anywhere on the site. The most convincing proof point was invisible.
No customer stories, no case studies, no social proof of any kind. Buyers in this space need to see it working somewhere before they'll commit to a conversation.
No 'How It Works' page. A complex autonomous system was being described in a paragraph when it needed its own dedicated explanation.
Navigation was flat and offered no logical path for a buyer trying to go from 'what is this?' to 'I want to talk to someone.'
Performance and SEO were both below standard. The site wasn't ranking for the searches its buyers were running.
Discovery first, then conversion-focused website design built to sell a complex product
Discovery & stakeholder alignment
We started with a structured discovery call. Not to collect requirements, but to understand how Rayhawk's buyers actually make decisions. What questions do they come in with? What makes them hesitate? What does a sales conversation typically cover? That context shaped every structural decision we made.
Content & information architecture
We audited all existing assets (copy, video, customer references) and mapped out what was missing. From there, we defined the full site structure: a rebuilt homepage, a dedicated How It Works page, Customer Story pages, and a Blog. Each page had a clear job in the buyer's journey.
Design & Webflow development
We designed with trust and clarity as the primary filters. Every layout decision asked: does this reduce buyer uncertainty? We integrated Rayhawk's video assets properly. Not buried or auto-playing in the background, but placed where they explain and convince. Then we built the entire site in Webflow, with performance and SEO baked in from the start, not bolted on after.
SEO & performance layer
Beyond the visual redesign, we made technical improvements across page speed, metadata, and structured content so the site could actually be found by the buyers Rayhawk is trying to reach.
The three choices that changed how the site performs
Video as the primary proof point, not an afterthought
Problem → Rayhawk had compelling product videos (real footage of the gantry system in operation) but they weren't integrated into the site in any meaningful way. Visitors had to imagine the product working.
Solution → We positioned video as a core structural element on the homepage: placed in the hero or a high-attention section directly below it, with intent-driven framing (not just 'watch our demo' but answering the question a buyer has in that moment).
Reasoning → In industrial B2B, showing the product working beats any amount of copy. Buyers in rail and commodities are risk-averse. They need to see it before they'll believe it. Surfacing the video early removes the single biggest trust barrier on the page.
Adding pages that match the buyer's evaluation process
Problem → The original site tried to do everything on one or two pages. A buyer evaluating an autonomous railcar system has more questions than a single page can answer. Leaving those questions unanswered means they leave.
Solution → We added a dedicated How It Works page, Customer Story pages, and a Blog. Each page targets a specific stage of evaluation: understanding the product, seeing it validated by real customers, and finding supporting content that builds credibility over time.
Reasoning → B2B buyers don't convert on the first visit. They research, they return, they compare. A site with depth signals a company that's serious. More pages also means more SEO surface area. Each page can rank for a different intent-based search.
Navigation rebuilt around the buyer journey, not the org chart
Problem → The original navigation reflected how Rayhawk thought about itself internally, not how a buyer approaches an unfamiliar product. There was no clear path from 'what is this?' to 'I want to learn more' to 'let's talk.'
Solution → We restructured navigation to reflect the natural buyer progression: product explanation, social proof, supporting content, then contact. Each section of the site flows logically into the next CTA.
Reasoning → Navigation friction is invisible but lethal. When a buyer can't quickly find proof or deeper explanation, they assume it doesn't exist. A logical flow reduces drop-off at every stage and increases the likelihood a visitor ends up on the contact page.
A site that finally matches the product it represents
The redesigned Rayhawk website launched in four weeks: a full structural overhaul, new page architecture, Webflow build, and SEO improvements, delivered on schedule. The product's video assets are now front and centre. Buyers land on a site that answers their questions, shows the system working, and gives them a logical path to start a conversation.
Client testimonial
"Hexcode combines strategic thinking with exceptional execution. From understanding our goals to delivering clean, functional websites that perform, the team was reliable, communicative, and incredibly easy to collaborate with throughout the process. Their responsiveness to feedback and ability to operate like an internal team made them a partner we'd confidently recommend."— Rayhawk Team
Kayleigh Feschuk
Marketing manager at Rayhawk
Selling a complex B2B product and your website isn't doing it justice?
If your product is genuinely good but your website isn't converting, the problem is usually the same: not enough proof, not enough structure, and no clear path for your buyer to follow. That's exactly what we fix.
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