A Mission‑Focused Website Built for Growth
Extera keeps thousands of plastic containers out of landfills yearly through recycling, refurbishing, and sustainable logistics. Yet the company’s previous website told only half that story. Visitors were shuttled straight to a “Shop” button without ever discovering the purpose, people, and services that set Extera apart. TMG stepped in to deliver comprehensive website optimization, building a digital experience that welcomes users on any device, guides them naturally, and spotlights Extera’s mission long before a cart icon appears.
When Navigation Confuses and Content Falls Short
During our discovery sessions, several critical issues surfaced. The site’s menu changed from page to page, leaving users unsure where to click next. Because the design wasn’t responsive, anyone browsing on a phone or tablet had to pinch‑zoom just to read a headline. This is an instant exit trigger and a red flag for search engine rankings. The few sentences that did appear on service pages were too thin to explain complex recycling processes or build trust. Just as importantly, Extera’s people‑first values were tucked away, making it difficult for visitors to recognize its mission-driven sustainability approach.
A Flexible, Growth‑Driven Design Rebuild
Rather than rushing into design mock‑ups, we walked through the live site with Extera’s team, page by page. This helped us to understand where visitors were getting lost and what information was missing. From these conversations, we created a phased plan grounded in Growth‑Driven Design (GDD).
The priority was navigation. We introduced a dual‑lane menu that clearly separates educational service content from shoppable product lines. This simple structural change gives users an instant sense of orientation—one pathway for learning, another for buying.
Next, we tackled responsiveness. While the original site remained online, we quietly rebuilt each page in a modern framework that adapts automatically to phones, tablets, and desktops. Images resize without distortion, buttons remain fingertip‑friendly, and copy reflows for easy reading—key ingredients of an accessible website user experience.
We then expanded the About page from a brief paragraph into a complete narrative highlighting Extera’s mission, values, and team. This update was complete with photos and cultural insights that humanize the brand. Every service received a detailed explanation, clear benefits, and a visible call‑to‑action so visitors know exactly how to move forward. We also launched a dedicated blog page on supply chain logistics and plastic waste reduction to support long-term SEO and thought leadership.
Behind the scenes, smart forms replaced generic contact fields. Each form gathers only the information Extera needs to start a productive conversation. At the same time, nearby links to related blog posts offer extra context for visitors who aren’t ready to reach out just yet.
Expertise:
Website Optimization | Responsive Web Design | UX Strategy | Content Strategy | Navigation Architecture | Growth‑Driven Design (GDD)
The Story Told: Results of a User‑Centric Redesign
The new design encourages exploration before purchase. Consistent page layouts reassure users they are still in the services section, even as each page showcases its unique value. Intuitive navigation, mobile‑first layouts, and richer storytelling work together to transform first‑time visitors into informed prospects who understand why Extera exists and how it can help them.
Since launch, mobile bounce rates have dropped sharply, and visitors now spend significantly more time exploring services before moving to products, which is exactly the journey Extera envisioned. Inquiries submitted through the new smart forms have increased. The internal team also reports that routine updates are easier thanks to the flexible backend. Most importantly, prospective clients now recognize Extera as a knowledgeable, mission‑driven partner in sustainability rather than a simple online catalog.
Extera’s transformation shows how responsive web design and a people‑first approach to website user experience can turn a confusing site into a trusted, conversion-driven resource. If your company’s site needs a refresh that guides visitors with clarity and purpose, TMG Marketing Partners is ready to help. Reach out today to start a conversation about making your website work as hard as you do.
