Genco Group / Business websites
Making a complex business easier to understand.
A coherent group website with distinct journeys for water, agriculture, and mechanical and electrical engineering.
- My role
- Website architecture, design implementation and delivery
- Period
- 2026
- Delivery
- Rebuild complete · client preview
01 / The business problem
The work behind the brief.
Genco brings together water and wastewater expertise, agriculture, and mechanical and electrical engineering. That breadth is valuable, but a website needs to make it immediately clear which part of the business can help a particular customer.
I rebuilt the group website around that task. The work translated the supplied brand and content direction into a consistent digital system, while keeping each division recognisable and its services easy to find.
02 / What I built
From the interface to the underlying system.
A clear front door to the group
The homepage introduces the group proposition and gives Water, Agri and M&E prominent routes from the first screen. Visitors can move from a broad business outcome to the relevant specialist area.
Distinct divisions, shared foundations
Division and service pages use a common structure with their own colours, imagery and content. Agri retains a postcode distributor finder, while service pathways help explain the breadth of Water and M&E work.
The details needed for a working website
Responsive layouts, accessible navigation, page metadata, structured data and sitemap generation support the presentation. Enquiry forms prepare an email draft, and an isolated preview gives the client a reviewable release.
A closer look
More of the work.
Water: specialist engineering
Actual client preview. Division-specific photography and messaging sit within the shared group page system.
View full size ↗
Agri: a different audience, the same group
Actual client preview. Agriculture has its own visual identity and proposition while retaining familiar navigation.
View full size ↗How the pieces fit
- 01
Understand the group
A shared proposition and visual identity
- 02
Find the expertise
Water, Agri and M&E division journeys
- 03
Start a conversation
Relevant services, distributors and enquiry routes
03 / Decisions that mattered
The judgement behind the build.
Lead with what the customer needs
The group’s organisational structure matters internally. Externally, it needs to help a visitor find the right expertise. The homepage and service hierarchy connect those two views.
Use consistency without flattening the brand
A shared page system makes the site easier to maintain. Division colours and content preserve the distinctions between very different services, instead of making every page interchangeable.
Keep the implementation proportionate
Typed content and a focused Next.js website suit the current scope. A more complex publishing platform can be introduced when there is a clear operational need, rather than making the initial rebuild depend on it.
04 / What this enabled
Concrete capabilities. Useful foundations.
- A complete group website with clear routes into three specialist divisions.
- A shared responsive page system for division, service and company content.
- A client preview with search foundations, distributor discovery and direct enquiry pathways.
The September rebuild shown here is complete and deployed to an isolated client preview for review.
05 / Technical detail
For the closer look.
The implementation uses typed local content, a shared component system and scoped styling. Page-level metadata and structured data describe the public business content. The preview deployment is isolated from production so visual and content review can happen without changing the live domain.
- Next.js
- React
- TypeScript
- SCSS modules
- AWS Amplify
- Structured data
A similar challenge?
Let’s talk about your business.
If your business has grown beyond the way its website explains it, I can help make the offer clearer and build a site that reflects the quality of the work. The solution should be as straightforward as the business needs it to be.
