Case Study:
United Pipeline
Modernized Digital Presence and Strengthened Industry Authority
From an outdated website and stalled redesign to a polished digital presence, United Pipeline partnered with Psyche Digital to build a website that supports sales, credibility, and visibility.
Key Results
United Pipeline’s digital transformation with Psyche Digital drove 55% more website users, a 724% surge in Google visibility, and 61% LinkedIn growth—turning a stalled redesign into a sales-enabling success.
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Company: United Pipeline
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Industry: Infrastructure Technology
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Stage: Established (40+ years in business)
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Services: Website Build (brand messaging, updated visual brand guideline, website), Momentum Engine Builder (LinkedIn, blog content, short-form case studies), On-demand design (Expo booth, collateral)
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Engagement Length: March 2024 – Present
+55% Website audience
+39% Website pageviews
+724% Google search impressions
+61% Linkedin followers
+108% Linkedin Impressions
The Challenge
Despite its 40+ year legacy, United Pipeline’s digital presence did not reflect its industry authority. Their existing website was outdated, confusing, and failed to convey their value to clients across oil & gas, municipal water, and infrastructure sectors. They had also endured a failed six-month redesign with another vendor—so unsatisfactory they refused to launch it. Stakeholders worried the brand was slipping into irrelevance and invisibility, despite their long history of leadership in the field.
Pre-existing website, 2024
Our Approach
Discovery & Strategy
Rather than jumping straight into another redesign, we started by clarifying United Pipeline’s story and reputation goals.
Through a messaging and positioning process, we identified what they wanted to be known for and how to articulate their decades of credibility in a modern way.
Creative & Execution
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Built upon existing brand guidelines, refreshing and aligning visuals to support a more modern, credible presence.
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Designed and developed a new website as a sales-enablement tool, not just a brochure.
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Created messaging that highlighted United Pipeline’s 40-year legacy while projecting authority and innovation.
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Launched a robust content program, including LinkedIn management, SEO-driven blog content, and short-form success stories.
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Supported with on-demand design, including an expo booth and other collateral.
Collaboration & Agility
The founder entrusted sales VPs to drive the process, ensuring the site reflected sales team needs without demanding heavy founder involvement.
This created a collaborative but efficient build process that hit deadlines—launching in just 10 weeks, compared to the previous failed 6-month effort.
The Results
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Website Growth: Users increased 55% (1,519 → 2,358), and pageviews grew 39% (4,480 → 6,213) within 12 months.
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Search Visibility: Google impressions soared 724% (17,718 → 145,941), expanding reach in target markets.
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LinkedIn Impact: Followers grew 61% (5,972 → 9,605), with impressions doubling by 108% (3,445 → 7,153).
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Sales Enablement: The website became a powerful tool to support conversations, shorten the sales cycle, and reinforce credibility with prospects.
Boosted authority and visibility in the pipeline industry
Streamlined sales conversations with a clear, credible story
Positive feedback from industry partners and stakeholders
Trusted by Visionary Founders Who Need Visibility, Traction, and Investor Confidence
“Psyche Digital helped us modernize our brand without losing our legacy. The new website and content program don’t just look good—they’ve become real tools for sales and visibility in our industry.”
— Dale Kneller, CEO, United Pipeline
Strategic Takeaways
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Even established companies with decades of success need to refresh their digital presence to remain relevant.
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Effective websites go beyond design—they serve as tools for sales enablement, credibility, and authority.
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Collaborative builds can respect leadership’s time by empowering sales teams to guide content and functionality.
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With the right partner, a project that previously stalled for 6 months can be executed in just 10 weeks.
Is your established company ready to modernize its brand and website without losing its legacy?