ABS Group

A new digital experience helps recast ABS Group’s global position and engages diverse stakeholder groups.

ABS Group of Companies, a leading technical services provider, wanted to boost its reputation as a total solutions partner and increase consistency between online messages and offline efforts. Learn how the updated enterprise-level website unified ABS Group’s digital presence while creating clarity and value for users.

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As a subsidiary of American Bureau of Shipping, a leading classification society, information about ABS Group and its services was scattered across a series of websites. Users experienced sudden and jarring transitions between the main ABS Group website and satellite sites, often leading to confusion, especially since each site used different naming conventions and hierarchies to describe service offerings. The company sought to consolidate its digital footprint without comprising brand equity for users more familiar with its subsidiaries around the world.

ABS Group wanted to transform its website into an effective business driver that engages leads and highlights the company’s core strengths, particularly within an unpredictable economic environment. To do so, the company needed content that aligned with shifting business goals, focusing on higher demand service lines and key markets.

An additional objective of the website project was to build a clearer, more direct experience for users to reach the appropriate ABS Group representative, based on geography, market and service line.

“The site’s smart, strategic content, coupled with an intuitive user experience reinforces ABS Group’s position as a global expert, and the company is going to be able to play a bigger role in leading the industry conversation as a result.”

— Cynthia Stipeche
Director, User Experience, BrandExtract


We began with a global assessment, which included a user experience, content and digital visibility audit of ABS Group’s three main websites and multiple foreign language websites, a competitive website study and interviews with key stakeholders representing different markets and service lines. Based on our findings, we created detailed content and conversion strategies that targeted ABS Group’s objectives of lead generation and industry education.

Streamlined digital presence clarifies company mission

To create a more unified digital experience for ABS Group, we incorporated messaging from each site into the main site for a more comprehensive view of the company. By bringing this information together in one place, there’s now greater clarity around ABS Group’s ability to serve as a total service solution provider for its clients.

Multi-purpose hub amplifies thought leadership

As a key web strategy, ABS Group also sought to educate and provide value for users through smart storytelling and easy access to training. To achieve this goal, we developed a versatile Knowledge Center that promotes powerful thought leadership content such as industry commentary and analysis, case studies and webinars. We crafted this content with the purpose of leveraging it for multiple business development tactics, including informing and inspiring offline marketing materials. The Knowledge Center also allows ABS Group to highlight key markets and high-demand services through featured content.

User testing refines web strategy and user experience 

To ensure the new website provides a high-quality user experience for all visitors, we conducted two separate rounds of user testing – one round in the Information Architecture phase and again before site launch. We incorporated these findings into the site to ensure visitors can easily locate information and accomplish their objectives.

We built the responsive website in our SAM Web Content Management system, which continues to impress ABS Group’s experienced Digital Team with its flexibility and ease of use.