B2B Vehicle Imaging Technology web_ design Fyusion

B2B Website Design for Vehicle Imaging Technology

A strong UX strategy helps a scrappy former startup shift into leader mode

As their 10th year in business approached, Fyusion needed to shift their narrative to reflect their evolution from scrappy startup to industry leader. Windmill Strategy partnered with Fyusion to help them take that next big step. The result is a more elevated, easy-to-navigate website that communicates clearly to customers across the automotive industry.

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Services Utilized

  • Branding & Visual Design
  • Client Training
  • Copywriting
  • Marketing Automation, CRM & Sales Enablement
  • Messaging & Positioning
  • Moodboards
  • SEO
  • UX Consulting
  • Web Design & Development


  • Blog/News
  • Careers listing and application process
  • Case Studies
  • Content Strategy
  • Custom Design
  • Custom Theme


  • Clear, customer-focused messaging
  • Easier site maintenance
  • Easier image updates
  • Easier copy updates

About Fyusion

Fyusion is a visual intelligence company that leverages AI for vehicle damage detection, inspection, and imaging. Fyusion’s solutions combine imaging technology, software, machine learning models and more to provide the automotive industry with actionable insights as well as striking 3D images.  Founded in 2014, Fyusion was acquired by one of its largest customers, Cox Automotive, in 2020.

Situation: A 10-Year-Old Tech Company Needed to Look Like A Leader Instead of A Startup

Fyusion technology provides comprehensive condition reporting and beautiful, interactive 3D imaging, but the company’s website hadn’t kept up with its evolution from a startup to a leader in its industry. Fyusion’s technology is now available within several product offerings of its parent company, Cox Automotive, and Fyusion wanted to show these capabilities, not just talk about them.

The goal was to create a website that would accentuate the visual aspects of Fyusion’s solutions and help to bridge the gap between where they’ve been and where they want to go. It was also important for them to have greater control over their website so they could more easily update and maintain it.

From an initial list of nine, Fyusion received quotes from four potential website agency partners. While Windmill’s quote was in the middle of the pack, Fyusion determined that we best understood Fyusion’s business objective and had a compatible communication style.

Solution: A Strong UX Strategy and Clear Messaging Convey Benefits of Cutting-Edge Visual Tech to Automotive Customers

Windmill’s approach was to pair a strong UX strategy with copywriting engagement to ensure that the new website’s messaging would explain the Fyusion product offering clearly and position Fyusion as a leader.

The Fyusion and Windmill teams collaborated to develop the new site map and to define methods that would work well for both teams as they mapped out content. As the design and development process unfolded, some of the important decisions included:

  • Creating modern-looking drop down menus
  • Embedding Fyusion’s “.fyuse viewer” onto certain pages to display the product benefits in a cool, on-brand visual way
  • Mapping the contact form to Salesforce for lead tracking in the company’s CRM
  • Embedding a third-party careers listing
  • Creating two different accordion styles using Advanced Custom Fields (ACF)

The WordPress content management system and its native block editor serve as the primary tool for page and content creation. Windmill took care of bulk migration of all existing posts to the new website.

New messaging is clear and concise, clearly explaining to customers such as dealerships, collision repair shops, financing companies, and others what Fyusion technology does, how it can benefit them, and how (combined with other Cox data intelligence) it will improve their business. The new website articulates a clear path for the customer to take in acquiring Fyusion’s software through Cox Automotive.

The project went smoothly, and the new website launched as hoped, in time for a technology conference that Fyusion was sponsoring. With some flexibility built into the schedule, a last-minute design direction change that came from the parent company did not derail the timeline.

Windmill had completed development, content entry, and QA testing, but the design directive required some global color, font, and logo changes in order to get the website ready for launch. This required another pass through, primarily to ensure that the font change didn’t break any styling. We were able to handle this swiftly to meet the projected launch date.

While the client’s previous web development agency had kept things “under lock and key,” Windmill took a different approach, training the Fyusion team on the processes for updating and maintaining the website, including updating copy and swapping out images.


Results: A B2B Website That Matches the Client’s Evolution and Makes the Marketing Team Look Like Rockstars

Through messaging work and UX design, Windmill was able to achieve Fyusion’s goals and create an easy-to-navigate, easy-to-understand, and easy-to-manage website. Initial success was measured by clarity of messaging and execution, as defined by internal stakeholders. The client describes the change to their website as “night and day” and the Windmill team as “an absolute pleasure to work with.” After a future planned migration, KPIs will include an increase in traffic (leveraging a solid SEO strategy and enhanced blog content), bounce rate, session duration, and other metrics. The training that Windmill provided allows the Fyusion marketing team to be more effective and efficient, and to “look like rockstars” when someone in the company asks for a change to be made to the website.

Windmill Strategy is a web design company & digital marketing agency helping B2B Engineering, Techonology, & B2B Technical Services 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.