Rebuilt to get found

Purple provides WiFi analytics and guest engagement for more than 80,000 venues worldwide, from Harrods to McDonald's Belgium. The product was enterprise-grade. The website was working against it: thousands of pages nobody could change without a developer, a content operation that had stalled, and enquiries landing in different tools depending on which form someone happened to fill in.

This is a story about traffic. Not about the technology underneath, which gets one short section near the end, but about what the rebuild was for: making sure that when someone goes looking for what Purple sells, they find Purple.

The problem

Purple lives on being found. IT buyers search for answers about guest WiFi, network access and visitor analytics, and the company that shows up with the best answer gets the conversation. That only works if the site can keep growing, and Purple's could not.

The site had swollen to thousands of pages in 13 languages on a platform it had outgrown. Every structural change was made by hand. Publishing new content meant a content team Purple did not have, multiplied by 13 languages. A cluster of separate mini-sites ran on a different platform again and shared nothing with the main site. And when a prospect did enquire, the lead went into one of several tools with patchy source information, so "which marketing is actually working" was an argument rather than a question with an answer.

A site that cannot grow cannot be found more. That was the real cost.

What we built

We moved all 6,500+ pages onto a platform built for getting found, where content is data rather than hand-built pages. Four things matter about it:

• Content that publishes itself. A pipeline drafts in-depth technical guides on the topics Purple's buyers search for, illustrates them, records audio versions, translates them into the other 12 languages and publishes the lot. Adding to the site no longer needs a content team; it happens on a schedule.
• Pages built to be read. Every page is served fast and complete, readable by Google and by AI assistants. As more buyers ask ChatGPT instead of searching, the same pages answer both.
• One front door for every enquiry. Every form on every Purple property feeds a single database. Each lead arrives within seconds with its source attached, gets enriched and classified, and lands with the right salesperson. Nobody argues about the numbers because there is only one set of numbers.
• One source of truth for what Purple says. We compiled Purple's positioning from contributor interviews and 339 internal case studies into a single queryable messaging source, so every new page and campaign starts from approved facts rather than someone's memory.