Waltonen: Modernizing a Legacy Brand With a Streamlined Digital Presence

Waltonen, a Michigan-based engineering and manufacturing firm, has been delivering innovative solutions for over 65 years across automotive, aerospace, defense, and heavy equipment sectors. In 2023, they partnered with Media Genesis to refresh their digital identity—ensuring their website matched the high standards and forward-thinking approach they bring to every client engagement.

The Challenge

Waltonen’s previous website didn’t reflect the company’s scale, capabilities, or commitment to innovation. Content was fragmented, navigation paths were unclear, and the backend lacked flexibility for updates. Waltonen needed a modern, user-focused website that could support recruiting, attract new business, and clearly communicate their expertise across industries.

The Approach

Media Genesis kicked off the project with a joint AMA (Audience, Message, Action) workshop involving both Waltonen and Geometric Solutions teams. This helped clarify user priorities, streamline messaging, and align content with user intent.

From there, we:

• Redesigned the site with a clean, modern aesthetic that emphasized professionalism and technical depth
• Built on WordPress CMS to give Waltonen full control of content updates and site maintenance
• Restructured the sitemap and content hierarchy to reduce friction and improve user flow
• Consolidated overlapping service and industry content to improve clarity and SEO performance
• Introduced intuitive navigation paths to serve job seekers, clients, and partners more directly

The site was designed to balance form and function—supporting the user journey while reinforcing Waltonen’s legacy of precision and innovation.

The Outcome

Waltonen now has a digital platform that reflects who they are: a trusted, modern engineering partner with deep industry roots. The new website supports recruiting, business development, and partner engagement, all while being easy to maintain and scale internally.

Why It Matters

Your website often delivers the first impression of your company—especially in high-stakes, technical industries. For Waltonen, aligning their online presence with their real-world reputation was essential. Media Genesis helped bridge that gap with strategy, design, and a user-first build.

Let’s Talk

Is your website pulling its weight as a business tool? Let’s build something better.