Revitalising a blog for Hexagon AB

The revitalisation of Hexagon AB’s Manufacturing Intelligence Division blog delivered an immediate 35.3% increase in views per active user. By transforming a cluttered, underperforming repository into a high-authority digital asset, the project successfully streamlined the user journey and significantly boosted content engagement for this global industry leader. The Challenge Hexagon AB faced a common hurdle: a massive volume of technical content (over 1,000 pages) that was failing to gain traction. The existing blog suffered from low organic traffic, inconsistent formatting, and a lack of intuitive navigation. Critically, the global menu was too broad, making it difficult for niche audiences to find specific technical insights, while a bloated backend of unused plugins hindered performance and scalability. The Strategy Contra Agency’s approach centred on a comprehensive content audit and technical improvements. The strategy moved away from an uncoordinated approach toward a specialised topic cluster model. This involved: Data-Driven Pruning: Auditing 1,000+ pages to determine which content to migrate, update, or archive. Taxonomy-Based Navigation: Replacing the generic global menu with streamlined, category-focused navigation to help users find relevant research faster. Authority Building: Structuring content to boost authority not just in traditional search engines, but also within LLMs (Large Language Models) to ensure visibility in AI-driven search. The Execution The technical overhaul focused on efficiency and engagement. Contra removed legacy technical debt by purging unused plugins and implementing robust caching solutions for lightning-fast load times. To improve the user experience, the team introduced features like reading time indicators and AJAX-powered filtering. This created an app-like feel that encouraged deeper exploration of the site without the friction of page reloads. The Result The project turned a stagnant blog into a high-performance engine for thought leadership. Beyond the 35.3% jump in engagement, the collaboration established a future-proof foundation, expanding into AI SEO consultancy. Hexagon now possesses a modern, scalable platform that effectively bridges the gap between complex industrial data and a seamless user experience, ensuring their technical expertise resonates with their global audience.