Complimentary full-site audit
A full pass across all eleven pages and the technical foundations, organized by the disciplines a professional audit uses: strategy, experience, content, UI, technical and SEO, analytics, and the CMS migration you have underway this week. Read-this-first is at the top; the prioritized roadmap is at the bottom.
Your photography is real, your clients are world-class, and the design is modern. But the site earns attention and then struggles to convert it, which is why strong traffic returns only a handful of leads a week. Underneath, we also found a small number of genuinely critical technical issues, including the likely cause of your analytics gaps and a homepage SEO bug. With the CMS migration days away, you have a rare, cheap moment to fix the foundations once, during the move.
Read this first
Strategy
You sit on a genuinely defensible position, you are one of very few vendors with patented, portable, weather-rated kiosks and marquee outdoor proof, but the site buries that wedge under a generic "interactive kiosk" category claim, so a buyer cannot tell you apart in the first five seconds.
HighThe hero sells a category, not your wedge.
"Immersive technology for the physical world" is a claim any signage vendor could run. Your unique line, the only patented portable weatherproof kiosk, able to activate outdoors where competitors physically can't, is buried on inner pages. Fix: lead the hero with portable + outdoor + patented, tied to the Ryder Cup-on-a-golf-course proof.
HighNo clear primary buyer.
The site sells to brands, agencies, retailers, venues, sponsors and resellers at once, with no primary. For a low-lead-volume business that means it converts no one sharply. Fix: lead with one ICP (the evidence points to experiential/brand-activation and sponsorship teams) and make verticals secondary paths.
HighYou call yourself a different thing on every page.
"Immersive technology," "interactive kiosk," "digital merchandiser," "portable billboard" flip page to page; products switch between "billboard," "kiosk" and "merchandiser." This dilutes both the buyer's mental model and your keyword footprint. Fix: lock one primary category term and one product class label, everywhere.
MediumYour turnkey, fully-managed model is under-positioned.
Against software competitors (OptiSigns, LamasaTech) your real moat is "we ideate, build, deploy and run it for you." It's scattered as a sub-claim. Fix: make "fully managed, white-glove" a named pillar and contrast it with the DIY-dashboard alternative.
Experience
A buyer can understand what you sell, but the task flows they actually need are broken in the middle: they cannot compare the five products, cannot drill into any one, and are funneled into one generic form from every CTA.
HighNo product detail pages, every "Learn More" dead-ends at the contact form.
All product cards link to /contact; only one product even has a feature list. Buyers must talk to sales to learn anything. Fix: a real page per product (specs, sizing, indoor/outdoor, power, rent vs buy, photos, "best for"). Also your five best SEO landing pages.
HighContact details split across two domains.
Demo links point to info@bigdigital.ca on some pages and info@bigdigital.tech on others. Mid-migration this is exactly how leads silently vanish into an unmonitored mailbox. Fix: standardize on one verified, monitored address; audit every mailto and form recipient.
HighNo success or error states after a form submit.
No confirmation, no validation messaging, no response-time promise. For a buyer who just sent a brief, silence is the worst moment to lose confidence. Fix: add an explicit success state and inline validation. (Needs a live submit test to confirm current behavior.)
MediumProduct links behave differently page to page.
On vertical pages the tiles point to /product#rolo etc; on home and /product the same cards go to /contact, and the anchors don't resolve to real sections. Fix: make product links consistent and land on real content.
Experience
Ten flat, ungrouped nav items with no hierarchy and no wayfinding force buyers to guess an entry axis, and then punish the guess, because "Use Cases" and the three vertical pages cover overlapping ground.
HighTwo of ten nav slots are empty rooms.
/news renders "No Data found" and /faq shows seven category headers with no questions, both promoted in the primary nav. Maximally advertised, minimally useful, and a credibility and SEO drain. Fix: populate or pull from the nav before migration.
HighProducts are not addressable.
/product/rolo is a hard 404; products exist only as carousel slides and #anchors. Nobody can rank for, link to, or share a single product. Fix: give each product its own indexable URL during the migration; keep /products as a comparison hub.
Medium"Use Cases" and the verticals have no division of labor.
Gamification, AR and lead-gen appear on all four pages. A buyer can't tell if Use Cases is the parent, a sibling, or a leftover. Fix: make verticals the primary browse axis; turn Use Cases into a cross-cutting "Capabilities" library the verticals link into.
MediumThe golf line is severed onto a standalone subdomain.
golf.bigdigital.tech is a separate microsite with no link back to the main site and no place in the nav; a visitor who lands there is trapped. Fix: fold it in as a peer vertical, or at minimum add reciprocal nav links and a shared footer.
Experience
The raw ingredients are strong, marquee logos, tailored vertical copy, real stats, but the funnel leaks them at the moment of intent. Most of these fixes are low-effort and should come before any redesign.
HighThe primary CTA is a mailto link, not a form.
It depends on a configured mail client, opens a blank email, produces zero analytics, and lands in a shared inbox. Fix: replace every mailto demo CTA with an on-page or modal form. Likely the single biggest recoverable leak.
HighNo inline lead capture on the homepage or vertical pages.
Every conversion is a redirect to /contact, which resets momentum and drops a share of users. Fix: a short inline form on the homepage and each vertical, pre-filling a hidden "interested in" field for routing.
HighThe contact form doesn't qualify or reassure.
No use-case/rent-vs-buy field, no response-time promise, no privacy line, and a required phone field that adds friction. Fix: add 1-2 qualifying dropdowns, a "we reply within one business day" line, and make phone optional.
MediumNo micro-conversions or lead magnets.
The funnel is all-or-nothing: the only action is "contact us." Researchers not yet ready to talk leave no trace. Fix: one gated asset (a "Kiosk Comparison & Spec Guide") to capture and nurture the not-yet-ready majority.
NoteThe chat widget exists, put it to work.
You already run a chat widget. Fix: make it qualify and route (or capture after hours), not just greet.
Content
Strong raw material, squandered by a content layer skewed almost entirely to awareness-stage messaging with little consideration- or decision-stage substance.
HighMarquee clients used as wallpaper, not proof.
Not a single structured case study exists, no challenge, solution, or measured result. Fix: build 3-5 real case studies (Walmart, Ryder Cup, L'Oréal are strongest), each led by one hard number. Highest-ROI content work on the site.
HighNo decision-stage content at all.
No specs, no comparison, no pricing guidance, no "how rental works." The funnel is all top, no bottom. Fix: add a spec/comparison layer, a process page, lead-time ranges, and pricing guidance (even "projects typically range X to Y").
HighFAQ is an empty shell; News is empty.
Seven FAQ categories with no answers; /news shows "No Data found." Both forfeit the objection-handling and organic content an organic-dependent business lives on. Fix: populate the FAQ with real pricing/timeline/spec answers; seed News with the activations you've already run.
MediumHeroes lead with vibe over outcome; stats are unsourced.
"The future of fan engagement is here" over concrete promises; figures like "1500% ROI" and a debunked "8-second goldfish attention span" read as hype. Fix: lead with the concrete promise; replace borrowed industry stats with your own numbers.
Craft
Structure and photography are strong. Up close, a few craft choices quietly work against the premium positioning, and they are inexpensive to fix.
MediumThe typeface reads consumer, not premium B2B.
The whole site is Nunito Sans, a soft, friendly face, with no display type doing the heavy lifting. Fix: a more confident typeface (or a display-and-text pairing), tightened on big headlines.
MediumGradient text on a dozen elements.
Value props and stats are set in gradient color. When everything important is a gradient, none of it leads, and it reads dated. Fix: solid color; lead with weight and size for emphasis.
MediumNo type scale.
Fourteen ad-hoc font sizes (including a 10px below comfortable reading), so hierarchy is improvised. Fix: one modular scale of six or seven steps. Open up line-height on large text.
KeepGenuine assets to build on.
Correct responsive viewport, strong text contrast, and real-deployment photography with well-composed cards. Keep these; cut the carousel reliance.
Technical & SEO
A handful of technical issues are quietly capping the organic traffic the business depends on, and several are one-line fixes best made during the migration.
CriticalHomepage canonical points to a dead /v2 URL.
The homepage declares its canonical as /v2, which returns a soft-404. Ranking signals risk consolidating onto a broken page. Fix: canonical must be the real homepage URL; delete the /v2 route.
HighDead pages return HTTP 200, not 404.
Junk and mis-cased URLs (/Product, /v2, /index.html) all return 200 with a "doesn't exist" body. This also means a URL that breaks in the migration won't show as an error, you lose your early-warning system. Fix: make the not-found route return a true 404.
HighNo XML sitemap, and robots.txt doesn't reference one.
/sitemap.xml returns the HTML 404 page. Google has no authoritative URL list, which slows reindexing badly during a migration. Fix: generate a real sitemap from the new CMS and reference it in robots.txt; submit on cutover day.
MediumTitle tags duplicate the brand site-wide; no structured data.
Most titles read "… | BIG Digital | Big Digital," the FAQ title is lowercase, and there is zero JSON-LD anywhere (no Organization, FAQ, or Product schema). Fix: fix the title template to append the brand once; add Organization + FAQ + Article schema in the new templates.
Measurement
You flagged that analytics "sometimes shows no data." We found the most likely reason, and it is fixable in the same migration window.
CriticalYour tag manager still fires a dead Universal Analytics property.
The container (GTM-MTGRPST) references both GA4 (G-L79MCH68L6) and a legacy Universal Analytics property (UA-114225083). Universal Analytics stopped processing data in July 2024, so any tag firing to it collects nothing, exactly the "no data" symptom. Fix: remove the UA tag, confirm one clean GA4 tag fires on every page including in-app navigation, and validate in GA4 DebugView. Re-implement during the move, do not copy the broken container across.
HighConversions aren't clearly tracked.
The mailto CTA is unmeasurable by definition, and form submits don't appear to be set up as events. You can't optimize what you can't measure. Fix: define explicit conversion events (form submits, key CTAs) and set a clean baseline before cutover.
Time-sensitive
You're moving off Directus (Next.js / Vercel front end) with a replica staging site going live this week. A faithful copy reproduces every issue above on day one. Flip the framing from "copy everything" to "copy the content and URLs, fix the foundations." The critical items: the /v2 canonical, the dead UA tag, the missing sitemap, the soft-404s, and a hard dependency we found, 606 image references on the homepage alone point to the Directus host (admin.bigdigital.tech), including your social-share image, so if the asset host changes, every image and social preview can break.
Go-live QA gate
A small idea that does real work
The "named after legendary elephants, with personality and presence" line is trivia on the About page. Give each kiosk a short personality tied to its real use-case fit, and the naming stops being cute and starts working: it solves the "the products all blur together" problem and adds the subtle, non-tacky charm you wanted, in one move.
Where to start
To finalize together
This review is complimentary. Once you have been through it, we can pick the pieces worth doing and I will scope those for you, with the migration-window items first since they are time-sensitive.