Case Studies January 15, 2026

Increasing Total Web Sessions by 20.1%

Broadband and compliance leader JSI had a disjointed, text-heavy website that failed to guide decision-makers effectively. A strategic overhaul focused on Smart Navigation and a unified brand ecosystem increased total sessions by 20.1% and boosted engaged sessions by 16.6%.

About JSI

With Web Design, Blacksmith transformed JSI’s website so their digital presence could reflect their status as a global leader in broadband solutions

JSI is a premier provider of broadband and compliance solutions, serving rural electric cooperatives, municipalities, and telecommunications companies. With over 800 clients and a vast portfolio of services, JSI needed to consolidate multiple entities into one powerful digital ecosystem. They required a platform that moved beyond text-heavy information to a strategic, conversion-focused user journey for high-level decision-makers.

Services Provided

UI/UX Design

This is the heart of our design process. We focus on making users enjoy a smooth and intuitive experience, while forging a beautiful interface that they’ll love to interact with (UI).

Custom Web Design

Your business is unique, and your website should be too. We move beyond generic templates to create a custom look and feel, factoring in everything from colors and fonts to page layouts so that they perfectly match your brand’s personality and goals.

Responsive Design

We ensure your site looks and works beautifully regardless of the browser or device, guaranteeing a flawless experience for all your visitors, no matter how they find you.

Disjointed Navigation and Architecture

JSI’s legacy website relied on multiple, competing navigation systems and loosely grouped menu categories. With more than 35 service offerings, users were forced to self-orient across content types, audiences, and business functions, making it difficult to understand where to begin or how solutions connected. This fragmentation disrupted funnel flow and weakened early-stage product validation.

Text-Heavy Content

While the site contained strong informational depth, important value propositions were buried in long-form paragraphs and repetitive content modules. Limited typographic contrast, inconsistent brand color usage, and minimal visual hierarchy made pages difficult to scan, reducing engagement and causing users to skim rather than absorb key messages.

Broken User Journey

The site lacked a cohesive journey, failing to guide users from services to resources to action. Educational content existed in isolation, with CTAs relegated to static sidebars or omitted entirely. As a result, users could consume large volumes of content without encountering a clear next step, leading to frequent dead ends in the decision-making process.

The Solution

Smart Navigation and Architecture Overhaul

Our solution was to implement thoughtful, impactful Smart Navigation. We completely restructured the site architecture to increase funnel flow, using teaser content and clear categorization to validate products early in the user journey. This ensured that whether a visitor was a rural coop or a municipality, they found their specific path instantly.

Modular, Gutenberg-Style Layouts

We replaced the dense wall of text with engaging, modular page designs based on the Gutenberg diagram. By utilizing custom iconography, distinct content blocks, and a refined color palette, we created a clear visual hierarchy. This approach breaks dense information into scannable, value-driven sections that guide the user’s eye naturally down the page.

Integrated Conversion Pathways

We engineered a seamless user journey by embedding context-aware calls-to-action (CTAs) and related resources directly into the content flow. Instead of static sidebars, we placed dynamic CTAs and filtered resource feeds at key decision points.