As a Senior UX Designer/Developer, I rebuilt CPI Security's website end to end — from strategy and design to code — with one goal: more leads.
UX Design & Development
The Ask
CPI Security needed more than a visual refresh. The existing site was slow, difficult to navigate, and failing to convert visitors into leads at the rate the business required. Commercial and residential paths were unclear, causing prospects to submit the wrong forms and creating downstream inefficiencies for the sales team. The ask was to rebuild the site from the ground up: improve the user experience, sharpen the conversion funnel, and drive measurable growth in connected leads.
The Approach
Audit
- Audited the existing site architecture and identified where users were dropping off, submitting incorrect forms, or abandoning before pages even loaded.
Wireframe & Design
- Redesigned page layouts and restructured content to guide users more naturally toward the right path, whether residential or commercial, and toward a quote request.
- Consolidated and redesigned the quote forms to make the residential vs. commercial distinction obvious, reducing misdirected submissions and improving sales routing accuracy.
- Designed and launched Crime Hub, a data-driven content section built from over 10,000 data points updated quarterly using FBI crime data, adding SEO value and topical authority.
Develop
- Overhauled site performance by cutting the plugin count from 45 down to 15, eliminating technical debt and reducing page load times dramatically.
The Results
Key Growth Metrics
Before vs. After the Rebuild
Performance
78% Faster Page Load
Technical Debt
Plugin Reduction: 45 → 15
30 plugins removed. Eliminated technical debt, improved security surface, and cut ongoing maintenance overhead by 67%.
Redesign Outcomes
What Changed After the Rebuild
March 2026 Business Results
The Redesign Is Still Compounding
Data sourced from CPI Security Commercial Sales Monthly Business Review, March 2026. Results reflect ongoing commercial pipeline growth following the site redesign.
CPI Security was recognized as a semifinalist at the 2026 SAMMY (Sales & Marketing) Awards, presented at ISC West — the largest security industry trade event in North America. The SAMMYs are among the most prestigious honors in the electronic security industry, recognizing dealers and integrators for excellence in sales, marketing, and digital outreach.
The redesigned website — built to convert, built to perform — was part of the work that put CPI Security on that stage.
