R.B. Allen
Website Redesign and Content Overhaul for a Leading B2B Service Provider
Scope
Overview
New England-based RB Allen, a long-standing leader in fire alarm system sales and service, came to Vital with a website that was showing its age. At over 10 years old, it was slow, clunky, and filled with outdated language. They needed a fresh digital presence that reflected who they are today — not who they were a decade ago.
Out with the Old, In with the Bold
RB Allen’s main goal was simple: give the site a modern facelift and clean up the content to clearly communicate their value prop. But under the surface, it was also about performance — speed, SEO, and usability all needed a boost to better serve customers and support the business.
Bones and All
Using Skeletor, Vital’s proprietary website templating system, the team built a brand-new WordPress site with a strong technical foundation. Every part of the process — from strategy and design to development and copywriting — was geared toward delivering a clean, modern site that loads fast and ranks well.
Rewriting the Content Rules
The biggest challenge for our team was, simply, adapting to a new content process. Instead of using our usual content management tool (GatherContent), the Vital team was tasked with writing, reviewing, and revising directly within the site environment — a shift from the usual flow.
Nevertheless, we created smart ways to manage and track copy across multiple environments. We leveraged Skeletor’s partially synced patterns to keep consistency while allowing for tailored content changes, which was a major win in flexibility and efficiency.
A Foundation Build for Speed
The result is a faster, more SEO-friendly website that better reflects who RB Allen is today. With updated copy, streamlined UX, and a scalable, easy-to-manage structure, the new site is a powerful platform for the brand’s next decade and beyond.
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