Website Redesign for a Cutting-Edge AI Robotics Manufacturer

Proprietary AI technology and business growth leads to a redesigned manufacturing website

Path Robotics needed to create a state-of-the-art lead generating website to introduce its intelligent, industrial robots to the manufacturing industry. Their technical audience was skeptical about Path’s so-called bleeding-edge technology and zero upfront cost pricing model. Path’s new website tells a clear and compelling story of what they offer to their prospects, accompanied by stunning visuals and all the facts & figures that technical audiences need to know before they can take action.

Windmill Strategy partnered with the Path team to thoughtfully determine brand messaging & positioning, site architecture, user interface (UI) and user experience (UX) design, and HubSpot and Greenhouse Job Board integrations.

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Services Utilized

  • Messaging & Positioning
  • UX Consulting
  • Moodboards
  • Copywriting
  • Web Design & Development
  • Client Training
  • UX, Visual Design & Branding


  • APIs and integrations
  • Blog/News
  • Careers listing and application process
  • Content Strategy
  • Custom Design
  • Custom Theme


  • Decreased bounce rate from 90% to 70-75%
  • Clear messaging & positioning
  • Increased conversion rate from 1% to 1.5%
  • Increased session length by 14 seconds

About Path Robotics

Path Robotics, Inc. is an artificial intelligence (AI) company that designs and manufactures proprietary, industrial robots that autonomously scan, position, and weld parts without the need for skilled welders or robot programmers. Their mission is to enable robots to build, so humans can create.

Situation: Un-clear Messaging & Positioning and Confusing Site Architecture Led to High-Bounce Rates

The Lonsberry brothers, Adam and Andy were determined to develop a turn-key solution to resolve the skilled welder shortage in the manufacturing industry. Their clients who mainly run high-volume, low-mix production facilities, for example, tier-one automotive companies, were facing recruitment and retention challenges that even the most renowned staffing agencies couldn’t fix.

The team had identified one of the manufacturing industry’s most challenging pain points and developed a smart solution to address it, but they missed the opportunity to connect with their target audiences on their old website. Their messaging and positioning was confusing and led many site visitors to leave and never return. Historical data showed a bounce rate of 90% and an average session duration of 46 seconds.

The Path team knew that their intelligent, industrial robots could help resolve the skilled welder shortage, but they didn’t know how to attract, engage, educate, and convert their ideal clients. Their old website was designed by artists and won awards, but it was a poor lead generation tool.

Windmill Strategy partnered with the Path team to thoughtfully determine brand messaging & positioning, site architecture, user interface (UI) and user experience (UX) design, and HubSpot and Greenhouse Job Board integrations.

Solution: Modern, Branded Lead-Generation Website With the Right Information in the Right Spot

Windmill Strategy conducted several interviews with the Path team to thoroughly understand their brand. The conversations identified and clarified their purpose, positioning, and personality. The Path team articulated their vision, mission, and values and identified their target audiences and the messages they wanted to convey. This work influenced the site architecture and user experience.

The Path team needed to educate prospective clients about the role their intelligent, industrial robots would play in the production process while addressing concerns about their dubbed bleeding-edge technology. Many prospective clients were halfway through the sales process before they even realized that Path robots were invented to support humans, not replace them and the pricing model was subscription-based, not CapEx. This misunderstanding was cultivated by the confusing messaging on their old website.

The new website features clear, on-brand positioning and messaging, intuitive navigation, and dynamic visuals that attract traffic, engage visitors, and encourage conversions.

The homepage was designed to serve different audiences from different origins. The homepage messaging is clear, concise, and conversion-focused. The Meet the Robots page in the Mega Menu dropdown is a friendly way to introduce the robots to prospective clients. Messaging throughout the site focuses on conveying the robots, often misunderstood and seen as intimidating, as non-threatening and designed to help humans. Ultimately the story that the website tells is what converts prospective clients.

The Path team launched the site with their most critical content, with a plan to fill in additional detail over time, and the site architecture reflects this decision. It was more important to start telling the right story to connect with current and potential clients than it was to launch a site full of content that wasn’t thoughtfully created. The simplified site architecture and common UX patterns deliver a meaningful user experience and help the site visitor take appropriate action in a timely manner. The strategically placed call-to-action (CTA) buttons give the site visitor an invitation to learn more about Path’s why, request a robot demo, or join the Path team. The forms tie into the HubSpot CRM and trigger automated workflows with personalized follow up messages based on submitted information. The Careers page integrates with Greenhouse Job Board to make the application process straightforward for all types of candidates.

Overall, the new site is visually stunning and incorporates animated GIFs, robot demo videos, and many branded design elements such as professional photography. Path has a modern, industrial vibe and it comes through in every design element, functional component, and word of copy on the site.


Results: Quality Visitors, Engaged Leads, and Converted Clients

The post-launch feedback has been incredible and Path’s clients are thrilled with their new digital storefront. The bounce rate is 70-75%, the session length is 60 seconds, and the conversion rate is 1.5%. Within an hour of launch, a prospective client submitted a contact form that said, the reason they reached out was because the website was laid out well and all of the information was in the right place. The goals identified at the start of the project were accomplished and the performance metrics prove it. The Path and Windmill teams were aligned throughout the project and the Path team appreciated our technical expertise, industry experience, and efficient project management approach. The Path project lead, communicated that the website redesign project was tremendous and a bright spot in his time with Path.

Are you looking for a digital marketing partner that understands the complexities of your industry? Let’s talk today

Windmill Strategy is a web design company & digital marketing agency helping B2B industrial manufacturing companies achieve increased visibility, higher quality leads, and greater marketing ROI through smarter web design. Our website design and B2B digital marketing approach goes beyond “more traffic,” seeking out better traffic, by gaining the attention of the specific niche groups of buyers and influencers that represent your best customers. We help our clients communicate and sell their complex products and services to multiple audiences – be it through web design or digital marketing and SEO. Working collaboratively with your in-house marketing and sales team, we design websites that drive leads and sales that result in overall business growth. Schedule a call to learn more.