CASE STUDY · WEBSITE EVOLUTION AND AI SEARCH
How Synopsys realigned its website to the company it had become
Lift on the Contact Sales page
The page that generates 80% of total leads
Increase in webinar lead submissions
Across webinar pages
Improvement in form completions
From returning visitors
Increase in AI Citations
Per page from glossary content
THE SITUATION
A company that had transformed, and a website that had not caught up.
A quarter of all content still pointed to products Synopsys no longer sells. The information architecture reflected how the company had been structured five years earlier, not how customers now bought. And in AI search, the channel rising fastest for technical buyers, Synopsys was losing visibility to competitors at the exact moment category authority mattered most.
The digital footprint was lagging behind the business it was meant to represent.
Content out of date
A quarter
Architecture from another era
Five years behind
Losing the AI channel
AI search
WHAT WE DID
A continuous program, not a redesign.
SystemsONE NARRATIVE
Every URL, mapped to the new strategy
A comprehensive audit of every URL on the site, mapping content against the new business strategy and clearing out everything that no longer earned its place.
Compounding wins on the pages that carry the load
A structured CRO testing program on the pages doing the heaviest lifting: Contact Sales, Contact Us, webinars, and data sheets, designed to produce compounding wins rather than waiting for a big-bang launch.
Built for how AI engines read and cite content
An AI search visibility program built around how AI engines parse and cite content, designed to close the competitor gap and protect Synopsys's category authority as the channel matured.
One way to describe the combined entity
A unified Silicon to Systems messaging framework tied it all together, giving internal teams and external audiences a single way to describe the combined entity.
SystemsONE NARRATIVE
THE RESULTS
Conversion recovered, visibility reclaimed, two brands made one.
The program produced compounding wins on the pages that matter most, and reset the trajectory in AI search.
CONVERSION
Compounding wins where it counts
LIFT IN LEADS
Contact Us Conversions
AI SEARCH
The upside still ahead
LEAD CONCENTRATION
One page, most of the pipeline
WHAT THIS PROVES
Not a redesign, but infrastructure for continuous evolution.
FROM A SITE POINTING TO THE PAST
A site that matches the company today
FROM LOSING GROUND IN AI SEARCH
Category authority protected
Built around how AI engines parse and cite, at the moment the channel matters most.
FROM TWO BRANDS STITCHED TOGETHER
One Silicon to Systems narrative
The site stopped reading like two companies stitched together and started reading like one. The website that lagged behind the business is now ahead of it.
LET'S TALK
Could your commercial engine work like this?
If your digital footprint has fallen behind the company you have become, the same evidence-led program can close the gap.