A fresh design and focus on experience

Risdall Marketing Group + MHC Automation
Brand Development


MHC Software delivers turnkey software solutions that integrate seamlessly with enterprise resource planning (ERP) and business systems, allowing organizations to better manage information – content, data, documents, transactions and more.

MHC came to Risdall with an outdated, antiquated web experience. It lacked the structure necessary to direct users to the appropriate categories of information that were key to selecting MHC.


  • User Experience (UX/UI)
  • Website Creation
  • Search Engine Optimization (SEO)

We began with a complete site audit, competitive reviews and conducted stakeholder interviews to understand the users intent.

Based on our findings, we created an information architecture based on buyer needs and a content hierarchy to address those needs. Segmenting information based on industry or expertise allowed users to find the information they were looking for quickly and logically.

We presented design concepts reflecting a modern, minimalistic look on par with industry competitors using diagonal fields that would lead the user down the page with content delivered in easy to identify fields.

Based on an SEO assessment, we expanded customer success stories into longer form white papers, making them more visible to search, as well as downloadable and shareable.

We also created a robust blog that can be filtered based on topic and type. Post topics were linked to an upcoming event calendar highlighting that topic.

CMS component creation supports authoring of additional pages moving forward, putting more control of content in the clients hands.

Key deliveries:
User research
Competitive research
Website Redesign
Content Strategy
Search Engine Optimization
Custom CMS component design
Global design with language translations


With a fresh design, content that drives organic search and a structure focused on delivering what the user is looking for, the website has become a tool that is leveraged by MHC to showcase their services and improve sales enablement.

MHC Automation

The Client
MHC Automation

Risdall Marketing Group

The Agency
Risdall Marketing Group

Roseville, Minnesota
~45 Employees