A data-first website rebuild for an AI-powered field service leader
From bells and whistles to business results: rebuilding XOi for demand
Fresh off a major KKR investment and a pivot from a technician enablement tool to an AI-powered asset intelligence solution, XOi needed a website that matched who they’d become. Their 2023 site leaned heavily on animation and “more is more” design that buried the message and stalled conversions. Using Relume + Webflow, DRA rebuilt XOi’s site as a lead-generation engine: cleaner UX, a smarter sitemap, marketer-friendly editing, and a foundation built for attribution, SEO, and AEO from day one.
“I came into this knowing what we needed but not exactly the best way to get there, and that's where DRA was invaluable. Our last website was too much: too much animation, too much on every page, and no one to tell us when to pull back. DRA did that from the first call. They pushed back when it mattered and guided us toward decisions that actually drive demand instead of just looking cool. The strategic discovery uncovered how our users really move through the site, and the sitemap and design followed from that. As a brand person, I especially appreciated how they balanced our authentic, blue-collar roots with the sophistication our new positioning needed. Sam was in the weeds with us the entire way, which made a fast, four-month build feel completely manageable. We finally have a site that tells our story and that my team can actually run ourselves.”
The results
XOi walked away with a website that finally matches who they’ve become: a clean, conversion-focused site that tells their data-and-AI story and speaks to every audience in their ecosystem. Their marketing team can now update content independently in Webflow, no developer required, so the site keeps pace with the business. A smarter sitemap and clear, role-based user journeys replaced the old overloaded experience, while built-in SEO, AEO, and attribution give XOi the data to prove pipeline impact to their board and investors. Best of all, they own it.
faster page building using Relume to Webflow workflow
CMS items migrated from WordPress to Webflow
The challenge
XOi had evolved fast. After a KKR investment and the acquisition of a data company, they’d shifted from a technician enablement tool to an AI-powered asset intelligence solution serving an entire field service ecosystem, from technicians to software providers to asset owners. But their 2023 website hadn’t kept up. It leaned on heavy animation, dense data, and a “more is more” approach that overwhelmed visitors and buried the message. Every page felt the same, the knowledge hub was clunky and hard to search, and nothing reflected the company’s new data-and-AI story. The team had a strong rebrand and messaging in hand, but no developer in house, no clear user journey, and a site that couldn’t generate or attribute leads, all with a hard product-launch deadline approaching.
The solution
DRA led with strategy, not pixels. A paid strategic discovery dug into XOi’s audiences, goals, and how users actually move through the site, producing a data-informed sitemap built for conversion rather than decoration. We organized the sprawling resources section into a clear, navigable structure, designed solutions-by-role paths so each audience hears the message that resonates, and curated animation to intentional, high-impact moments only. We recommended Webflow so XOi’s marketers can update content without touching code, built the site to integrate cleanly with HubSpot and Salesforce, and laid SEO, AEO, attribution, and cookie compliance foundations into the build. The new site balances XOi’s blue-collar authenticity with the sophistication their data-intelligence positioning demands.
The method
We kicked off with our strategic discovery that went deep: stakeholder interviews, a brand and content review, a competitor audit, and a user-journey analysis that exposed exactly why the old site wasn’t converting. Those findings fed a collaborative, color-coded sitemap and a comprehensive requirements deck, our single source of truth covering every page, integration, animation tier, and functionality decision up front so scope, timeline, and cost were aligned before design began.
Then we went into the content infrastructure. We mapped out how every module on every page from the sitemap would look visually and what type of content should be written. Our SEO strategist did preliminary keyword research and layered it into the content infrastructure to guide the XOi content team when writing content.
From there, Relume and Webflow accelerated everything. We translated the approved sitemap and content outlines into low-fidelity wireframes in Relume, then layered XOi’s refreshed brand, new colors, typography, custom iconography, and a complete design system into high-fidelity mockups and a style guide. Our developer imported directly into Webflow, where roughly 60% of each page came together instantly, freeing the team to refine rather than rebuild. To tame XOi’s hyper-detailed asset lifecycle graphic, we concepted, designed and created an animated explainer video, one reusable asset with far higher ROI than three fragile animations.
We handled redirects from the sunset acquisition site, set conversion tracking and attribution to flow cleanly into HubSpot and Salesforce, and addressed cookie compliance early instead of bolting it on at the end. After internal QA, a staging review in Webflow, and a final pass, we launched on time, then spent three weeks training XOi’s team to confidently own their new site.
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