The KADRA website, probably the most complex and extensive website we have created so far
What is KADRA? KADRA is a Romanian company, a successful one. But KADRA is first and foremost about people — remarkable people, intelligent, humorous, and genuinely committed to doing things well. They work in the field of access automation, but honestly, I believe they could just as well have built airplanes.
In 2024, we began discussing the need for a modern website that would meet the expectations of KADRA’s potential clients. We needed to correct the information, structure it as simply as possible, make navigation more pleasant and intuitive, and—most importantly—ensure a smooth experience on mobile devices.
Their inbound marketing and SEO strategy were performing quite well and had become important assets to preserve. This made things challenging: we had to restructure everything while keeping — or even increasing — the number of visits and the monthly leads generated.
We started with a massive amount of content: over 500 articles, more than 5000 photos, extensive text in two languages (Romanian and English), strong SEO performance on many relevant keywords, and a WordPress structure that was difficult to transform automatically.
We focused on understanding what visitors actually do on the website: what they search for, how they search, how they navigate, the steps they follow, where they arrive from, how much time they spend, and so on. We used various tools to record these patterns so we could make informed decisions.
Then we created structures that made information easy to access. Although complex, we chose to have dedicated menus on many pages. At first glance, it might seem unusual, but we decided to build more than 60 unique menus to ensure fast navigation inside key solution pages.
We created simple structures with rich visual content and icons, which we repeated where the information had a similar nature. We focused on hierarchy and simplification. We didn’t want to add anything unnecessary. On mobile, we created a quick-access bottom menu. HubSpot helps us respond quickly to potential clients. After the launch, we monitored the website for 3 months and made changes wherever UX analysis showed opportunities for improvement.
Today, the KADRA website is a modern platform that sets new standards within the group the company belongs to. But beyond everything, the most important thing is that it now delivers a much better experience for the user.