H-E Parts International Success Story

The H-E Parts International (HEPI) website IA & UX project originated as an SEO-driven information architecture overhaul. The previous site contained over 500 pages of inconsistent structure, orphaned URLs, and duplicative or low-value content, all contributing to significant crawl bloat and poor discoverability.

Initial goals were to resolve technical SEO inefficiencies and modernize content organization. However, the initiative quickly expanded into a comprehensive website redesign and rebuild, integrating new content templates, navigation models, and a refreshed front-end experience.

The Challenge

  1. Crawl Bloat & SEO Inefficiencies
    • Over 500 live URLs, many of which were inaccessible via main navigation or unindexed due to poor internal linking.
    • Duplicated content and sheer volume of pages diluted crawl equity and hindered keyword targeting.
    • Lack of structured hierarchy prevented clear topical associations for major product categories.
  2. User Experience Deficiencies
    • Disconnected user journey between DOMEX, Fixed Plant Mining, Mobile Mining, and Parts Inventory content.
    • Inefficient navigation requiring multiple clicks to reach key products or services.
    • Outdated design, inconsistent templates, and limited conversion points.
  3. Content Governance Issues
    • Orphan pages from legacy domains and microsites.
    • Duplicative metadata and lack of standardized SEO best practices (titles, headings, canonicalization).
    • No standard template for Product Category Pages (PCPs) or Product Detail Pages (PDPs).

How TG Helped

The HEPI website rebuild redefined the brand’s digital architecture, transforming a bloated, fragmented site into a unified, performance-focused system.

Through strategic IA design, UX development, and disciplined execution, the new HEPI website now delivers:

  • A scalable structure for future growth.
  • Streamlined navigation supporting both user experience and SEO.
  • A strong digital framework for B2B visibility and global engagement.

This project exemplifies how a targeted SEO initiative can evolve into a complete digital reinvention when executed through collaboration, strategy, and design alignment.

Information Architecture (IA)UX & Template DevelopmentWeb DevelopmentThe Result

Information Architecture (IA)

Turning Complexity into Clarity

We began with a bottom-up IA audit, inventorying all URLs and mapping them into a logical hierarchy built around SEO-validated keyword themes.

  • Keyword mapping to ensure every PCP and PDP is aligned to primary and secondary targets (e.g., jaw crusher liners, hydraulic breakers, mining engines).
  • Content organization by major business verticals.
  • Identifying high-priority clusters for content redevelopment and consolidation.

This IA served as the blueprint for navigation, templates, and page naming conventions (e.g., /fixed-plant/, /mobile-mining/).

Tablet showing the HEPI website with a hero image of mining workers and section highlighting Mobile Mining Solutions, Fixed Plant Mining Solutions, and Used Equipment.

UX & Template Development

Design That Moves People From Point A to H-E

We designed modular PCP/PDP templates to ensure scalability and consistency in performance across categories.

Key UX Enhancements:

  • Introduced prominent parts-search functionality in the global header.
  • Unified header/footer design and a new mega-menu organizing the full product ecosystem.
  • Created a balance between technical detail and visual hierarchy for easier navigation.

Design Enhancements:

  • Simplified global header and footer to improve findability.
  • Prominent placement of Parts Search functionality on every page.
  • Modernized page layouts emphasizing visual hierarchy, clean typography, and structured internal links.
Laptop displaying the HEPI leadership webpage with executive biographies, set in a mining job site environment.

Web Development

Full-Site Rebuild from the Ground Up

With the new IA and templates complete, the project evolved into a sitewide redevelopment effort:

  • Migrated all pages into new templates.
  • Replaced outdated content and media with new, optimized versions.
  • Implemented redirects for hundreds of deprecated URLs.
  • Launched new header, footer, and mega menu based on user-tested navigation logic.

The entire development environment replaced the legacy production site upon launch, effectively creating a new digital foundation for HEPI.

Close-up of the HEPI mobile website homepage displayed on a smartphone, featuring a mining site aerial image and navigation menu.

The Result

A Reengineered Website That Aligns UX and SEO for Scale

Structural Outcomes

  • Reduced total pages from 500+ to ~150 active, high-value URLs.
  • 100% of live pages tied to an approved IA taxonomy and keyword focus.
  • Crawl efficiency significantly improved, eliminating redundant branches.

UX Outcomes

  • Global mega-menu improved navigation depth and discoverability.
  • Users can access category overviews in one click, with contextual PDP links.
  • The Parts Search function is now accessible across every major page.

SEO Outcomes

  • Increased keyword-targeted content depth for top industry terms.
  • Aligned site hierarchy with mining and equipment search demand.
  • Established foundation for schema, Core Web Vitals, and ongoing optimization.
Person holding a smartphone showing the HEPI leadership webpage, highlighting executive team profiles.