Rebuilding a Safety Critical Website Without Sacrificing Performance

Mantech Safety Systems designs and supplies fall protection systems for industrial and commercial sites across the UK. As part of the Kee Safety Group, they work in a tightly regulated, safety-critical space where failure has real human and legal consequences. Their products, including the Kee Guard free-standing guardrail and a full range of tested systems, protect workers at height across manufacturing, construction and infrastructure.

Brief

The existing site generated substantial traffic and leads, yet the experience fell short of Mantech’s reputation. Product journeys were built around internal product naming rather than real-world problems, and the design no longer reflected the scale of the business. Kee Safety asked us to redesign the site, keep the established brand assets in place, and protect organic performance while we rebuilt the structure.

The site is already ranked and converted. Any drop in visibility or lead volume would immediately hit sales teams. We had three hard jobs: protect the existing SEO footprint, rebuild the information architecture around customer problems rather than product codes, and make it easier for specifiers and safety managers to move from “I have a risk” to “here is the right system” with as few decisions as possible.

Solution

We treated the existing site as an asset to protect. The permalink structure stayed intact, and every necessary change shipped with mapped redirects, so search engines and users continued to land where they expected. Under the hood, we moved key content into custom post types and reusable templates, which gives Mantech a consistent way to publish and expand product ranges without rebuilding pages each time.

The old navigation mirrored internal product names. It worked for staff and existing customers who knew the catalogue; new visitors had to guess. Together with Kee Safety, we rebuilt the menu around real-world problems and system types. “Kee Dome” became “Skylight protection system”, grouped with other solutions for roof access and fragile surfaces. This shift pulled the whole experience towards use-case navigation, which is how safety managers actually think and search.

Detailed system pages now do the heavy lifting: clear language on where each system applies, how it complies with relevant standards, and how it fits alongside the rest of the range. We designed space for technical downloads, installation details, and enquiry routes that suit different buyer types, from engineers who want drawings to managers who want a callback.

The rebuilt site gives Mantech a modern, solution-led experience without sacrificing the visibility they had earned. Organic traffic and lead flow held steady through launch, and the new structure offers Kee Safety’s marketing team a cleaner foundation for ongoing SEO and paid campaigns across the group.

Internally, the Kee Safety team now works with a site that matches the scale and risk profile of their work. Externally, decision-makers reach the right system faster, with enough detail to move straight into specification or enquiry. The site is ready for future phases – whether that is localisation, new product lines, or deeper integration with group-wide campaigns.