Transforming a website

I led the relaunch of the GE Intelligent Platforms website. deploying an innovative, responsive site that generated high visitor engagement.  The new site averaged 70,000 visitors/month,  accelerated the sales cycle, and was easy to maintain.

Play Video about GE Intelligent Platforms blog, established by Randi Alterman

The GE Intelligent Platforms website,, was ancient by web standards. Built on a customized platform, the site used 8-year old technology, was not responsive for mobile users, and lacked the foundation to build higher functionality. We needed a site that was innovative in its design, easy to navigate on desktop and mobile and simple to maintain with related materials loaded/updated once but used throughout the site. The site had to be engaging, help visitors find what they needed, and create clear calls to action.


I led the transformation of this site.

Some of the many successes:

  • Simplifying the URL:  From to
  • Changing the focus: From company centric to customer centric
  • Creating a more maintainable web admin: Upload/update materials once and appear throughout the site
  • Encouraging cross-sell opportunities: From product pages that were “end pages” to “more like this”
  • Adding more educational and thought leadership materials: Blogs, e-zines and micro sites to engage visitors
  • Humanizing the approach: From Contact Us forms to How can we help you?  and self-help materials
  • Updating the technology: From static to responsive with mobile first designs

Click through to see "before" and "after" pages