We modernized ICC's online presence with a high-performance WordPress site that’s easy to navigate, search, and trust.
Our team overhauled ICC’s website with a custom WordPress build that improved site performance, modernized the design and user experience, and strengthened overall security. The result is a faster, clearer, and more trustworthy website for structured-cabling professionals.
Introduction01
About ICC
For over 40 years, ICC has been supplying copper and fiber cabling to contractors across the US. Their website plays a key role in the process, helping customers locate and learn about parts, find documents, and connect with distributors.
- Discovery & Strategy
- Web Design
- WordPress Development
- WooCommerce Development
Design Style02
ICC’s site uses Poppins sans-serif font and a neutral color palette of blue, gray, and white to create a calm, professional tone. The restrained styling keeps the focus on content and usability, making it easy for contractors to scan, read, and act.
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Typography
The Challenge
Before the rebuild, the site was slow and difficult to use, especially on mobile. Search was limited, navigation was clunky, and the design felt outdated. The site was frustrating users and out of step with ICC's reputation for excellence.
The Solution
We rebuilt ICC’s site from the ground up to make it faster, cleaner, and easier to use, with a focus on helping contractors efficiently find what they need. We solved the following problems:
- Increased speed
- Enhanced security
- Upgraded search
- Improved usability
The result is a quick, focused, and secure site.
Organizing Content01
From Sluggish & Vulnerable to Speedy & Secure
To improve site performance, we replaced bloated plugins with lean, purpose-built functionality and wrote more efficient, lightweight code. These changes cut load times and boosted the site’s PageSpeed Insights scores, especially on mobile, where the old site had struggled most. On the security front, we moved ICC to a WooCommerce-optimized server managed by us. The new hosting setup provides the stability and protection the site lacked before, giving ICC a more secure foundation.
Building Better Search02
Smarter Search
Search was a core focus of the rebuild. On the old site, users had to enter full product names or SKUs, hit return, and sift through results on a separate page. The new search experience fixes that. Results now update instantly as users type, and they’re clearly sorted into three tabs: product categories, individual SKUs, and success stories. Behind the scenes, ICC can assign custom metadata to guide which results surface for common or strategic queries, giving them control over content visibility and relevance.
ICC Before-After
Upgrading ICC's website started with modernizing its design. See how it looked before and after we finished with it.
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Simplified Site Structure
Our redesign prioritized clarity and user intent across every page. The old site's product categories were dense and unstructured, with messy hierarchy and clunky filtering that buried key SKUs. The new site offers clean, grid-based layouts with intuitive filters, improved scan-ability, and consistent product cards. This makes it easier and quicker for installers to compare and choose the right part. Across the site, we streamlined navigation and re-positioned CTAs for greater prominence. We added new prompts on product pages that direct users to nearby distributors or to contact ICC for more information. The result is a modern, friction-less experience that supports both product discovery and action.
Recapping the Wins
Modern, user-focused design with consistent layouts, clear hierarchy, and faster page loads that reflect ICC’s professional-grade brand.
Search rebuilt from scratch with real-time results organized by categories, SKUs, and success stories. Even partial queries return relevant matches.
Content organized for exploration, including recently viewed and related products on individual SKU pages.
Streamlined navigation that eliminates clutter and helps contractors find what they need in fewer clicks.
Mobile
Desktop
Results
ICC's new website outperforms its old one by numerous important Google measures.
Core Web Vitals Assessment - This is Google's test for how quickly a website loads and responds to user interactions. ICC's new website surpasses all of the benchmarks set by the assessment's performance criteria. This wasn't the case with the old website.
