Project Summary
Jindal Aluminium Limited (JAL) is India’s largest aluminium extrusion company and the country’s second-largest manufacturer of flat-rolled aluminium products. Founded in 1968 by Padma Bhushan Dr. Sitaram Jindal, the company has built a legacy spanning over 55 years, exports to more than 42 countries, and operates with an installed extrusion capacity of 1,60,000 MTPA.
Despite its scale and industry leadership, the website of Jindal Aluminium Limited had not evolved alongside the business. Made over six years earlier, it no longer reflected the company’s capabilities or met the expectations of its global B2B audience.
Honeycomb was brought in to redesign and redevelop the website from the ground up, giving JAL a digital presence that better represented its market position while improving the experience for customers, partners and procurement teams.
The Challenge
For JAL, the website served as a) a research platform for international buyers, b) a credibility marker for procurement teams, and c) an important touchpoint for customers evaluating the company as a manufacturing partner. The gap between JAL’s market leadership and its digital presence had become increasingly apparent.
- Replace an outdated visual language built on heavy layouts and dated typography that no longer reflected the company’s premium positioning.
- Improve the mobile experience, where navigation and product information frequently broke across smaller screens.
- Modernise an ageing WordPress codebase affected by legacy plugins, slow load times and growing maintenance challenges.
- Restructure product information so buyers could quickly access specifications, applications and technical details.
- Build a consistent SEO foundation by fixing metadata, heading hierarchy, image alt text and keyword optimisation.
- Establish a unified visual and content system that brought consistency to typography, colours and messaging across the entire website.
Alongside these challenges, the project involved migrating an extensive product catalogue covering extrusion series, rolled products, foils, sheets and specialised applications without losing existing SEO equity. Multiple stakeholder teams across marketing, technical and export divisions participated in the review process, while the redevelopment had to be completed through a staging environment to ensure there was no disruption to existing lead generation.
Our Approach
The project combined technical modernisation with a complete restructuring of the user experience. Rather than just redesigning web pages, we audited the existing platform, reorganised the information architecture around user needs, rebuilt the visual system, modernised the technology stack, and refreshed the website’s content and SEO foundation. Every stage was designed to create a faster, easier-to-manage website that communicated JAL’s scale and technical expertise more effectively.
Execution
Phase 1: Discovery & Audit
The engagement began with a comprehensive audit of the existing website. Every indexed page was reviewed to identify broken links, analyse load times, assess the content hierarchy and benchmark the experience against leading international aluminium manufacturers.

The audit discovered 47 broken internal links, an average page load time of 8.2 seconds and a Google Lighthouse mobile usability score of 34/100, confirming that the website had accumulated significant technical debt over the years.

A three-hour discovery workshop with JAL’s marketing and communications teams aligned business objectives, defined key audience segments—including domestic dealers, industrial buyers, international procurement teams and architects—and prioritised the pages that played the greatest role in driving enquiries.
Phase 2: UX Strategy & Information Architecture
The original website had expanded organically over several years, resulting in layered navigation and inconsistent page structures. Visitors often had to navigate multiple levels before finding essential product specifications.

The information architecture was rebuilt around three primary user journeys: buyers searching for specific product specifications, international partners evaluating JAL as a manufacturing supplier, and visitors exploring the company’s legacy and capabilities.

Navigation was simplified from nine primary sections to six, supported by clearer sub-navigation that surfaced relevant information without overwhelming users. Product pages were standardised using structured specification cards, allowing procurement teams to compare grades, dimensions and technical parameters more efficiently.
Phase 3: Design
The visual direction was centred on industrial precision, clarity and confidence. Busy layouts were replaced with a structured design system built around JAL’s established brand colours of deep navy and silver, supported by generous white space, modern typography and consistent grid layouts across every page.

The design process moved from inspiration boards and hand-drawn wireframes to high-fidelity responsive mockups covering desktop, laptop, tablet and mobile experiences. A reusable design system and icon library ensured consistency throughout the website.

The homepage was redesigned to communicate the company’s scale by highlighting its 55-year legacy, operations across 42 countries, and 1,60,000 MTPA manufacturing capacity within the opening sections of the page. Manufacturing imagery reinforced the precision and scale of JAL’s operations, while every layout was developed with a mobile-first approach.
Phase 4: Development, Copywriting & SEO
The new website was developed on WordPress using an entirely custom theme without page builder plugins, resulting in a cleaner, more maintainable codebase. The backend was structured so JAL’s internal teams could independently manage product information, downloads and news updates without requiring developer support.|

Performance improvements included lazy loading across media assets, a restructured sitemap, and comprehensive URL redirects to preserve existing search visibility during migration. Average page load time was reduced from 8.2 seconds to under 2.4 seconds, while the Lighthouse mobile usability score increased from 34 to 91.

Alongside development, Honeycomb rewrote content across 22 webpages, including the homepage, About section, product categories, application pages covering construction, aerospace, automotive and packaging, the sustainability section, and the export enquiry page. The fresh copy adopted an authoritative, technically credible tone consistent with JAL’s position as a long-established industry leader.

The SEO implementation included structured heading hierarchies, keyword-focused metadata, image alt text for more than 200 assets, organisation and product schema markup, canonical tags, and other on-page improvements to strengthen visibility while resolving duplicate-content issues inherited from the previous website.
Impact
The redesigned website significantly improved both technical performance and user experience while providing a digital platform that better reflected Jindal Aluminium’s leadership position.
Key outcomes included:

- Average page load time reduced from 8.2 seconds to 2.4 seconds.
- 91/100 Google Lighthouse mobile usability score.
- 68% increase in organic search traffic within six months of launch.
- 42% increase in average session duration.
- 31% reduction in bounce rate compared to the previous website.
- 22 pages rewritten with SEO-aligned copy.

Additional improvements included resolving all 47 broken internal links before launch, increasing international enquiry form submissions by an estimated 38% during the first quarter after launch, enabling internal teams to independently manage product content and downloads, and providing a website that became an internal benchmark for JAL’s broader digital transformation initiatives.
