Website Redesign for a 30-Year AV Production Company in Orlando

#TL;DR

American Audio Visual has been producing corporate events for over 30 years. 5,000+ events. 500 technicians. Clients like the Florida Department of Health, Boy Scouts of America, and the Florida League of Cities. Their website looked like it was built a decade ago. I redesigned the entire site and wrote every page. Now they rank #1 for key terms in their market, show up in AI search across four platforms, and have 455 organic keywords driving qualified traffic from 10+ cities.

#A 30-Year Company With a 10-Year Website

American Audio Visual (AAV) is one of the more established AV production companies in Florida. They are headquartered in Orlando with a second office in Tallahassee. They produce corporate events at major venues across the country: Rosen Shingle Creek, the Gaylord Texan, the Diplomat Beach Resort, Hilton Anatole, Hyatt Regency Grand Cypress.

Their portfolio speaks for itself. National corporate conferences, government events, large-scale productions with full lighting, staging, video walls, and hybrid streaming setups. They have a 17-person leadership team, 500+ field technicians, and a client list that includes state government agencies and national organizations.

The problem was not the work. The problem was the website.

When I first looked at it, the site felt disconnected from the company behind it. AAV produces events where everything has to work perfectly on show day. The staging, the lighting, the audio, the video. But their website did not communicate that level of professionalism. The design was dated, the content was thin, and the site was not structured for search visibility in any meaningful way.

If you have ever hired a vendor for a major event, you know the first thing you do is check their website. A company producing events at venues like the Diplomat Beach Resort needs a site that reflects that caliber. AAV’s didn’t.

#What I Built

I handled the full website redesign and content creation. Every page, every section, every word on the site is my work. eSEO Space, my long-standing development partner, handled the WordPress build, technical SEO, and AI Optimization strategy.

Homepage

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The About Page

About

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Most AV companies have a generic About page. “We are passionate about events.” That tells a prospect nothing.

I structured AAV’s About page around what actually matters when hiring an AV company: the team you will be working with.

Full headshots and names for the Orlando leadership team (CEO Walter Duckworth, CFO Candice Davis, COO William Cook, plus directors, project managers, and account managers) and the Tallahassee team. Four core values (Collaboration, Passion, Quality, Resilience) are featured, but the page leads with people, not platitudes.

When a corporate event planner is comparing three AV companies, the one that shows real faces and real names wins. It says: these are the people who will be running your event. That transparency is rare in this industry.

The Process Page

Process

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This page is one of the most important on the site, and most AV companies skip it entirely.

I designed it around three phases that mirror how AAV actually works:

Planning and Design. Before anything gets built, AAV creates detailed CAD drawings mapping audio coverage, video displays, lighting placement, staging layout, and overall room flow. I wrote the content to make this tangible. The planning phase is where problems get caught before they become show-day disasters.

Logistics and Technical Planning. The project management team handles vendor coordination, timeline mapping, and build plans. Every cable, every power drop, every rigging point gets documented before the crew arrives.

Execution and Show Day. Load-in coordination, equipment setup per the approved floor plan, testing, and real-time management through the run of show.

The key insight: event planners want to see a process before they hand over a six-figure production budget. Showing exactly how you work, step by step, builds the kind of confidence that a “Get in Touch” button alone never can.

#The Portfolio Gallery

Rosen Shingle Creek

Orange County Convention Center

Diplomat Beach Resort

Florida League of Cities

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I designed the portfolio section to do what portfolios should do: prove the work immediately. Full-width event photography from real productions. Rosen Shingle Creek, the Celeste Hotel, Orange County Convention Center, the Diplomat Beach Resort, Gaylord Texan, Hilton Anatole, Hyatt Regency Grand Cypress.

Each project links to a dedicated gallery page so prospects can see the scale and quality of AAV’s work in detail. No stock photos. No “representative images.” Every shot is from an actual event AAV produced.

#Three Design Decisions That Matter

Dark color scheme with high-contrast accents. AV is a visual industry. The dark palette makes event photography pop, mimics the look of a live production environment, and separates AAV from the generic white-background sites most competitors use. The red and blue brand accents (matching their eagle logo) create visual anchors throughout.

Video-first hero. Instead of a static image, the homepage opens with actual event footage. When your product is live experiences, showing it in motion communicates more in 3 seconds than a paragraph ever could.

Process before pricing. Most AV company websites push “Get a Quote” immediately. I structured the site to show the process, the portfolio, and the team before asking for contact. By the time a visitor reaches the CTA, they already understand how AAV works and what they can expect. That pre-qualification reduces tire-kicker inquiries and increases the quality of leads.

#The Results: Search Visibility Across Organic and AI

This is where it gets interesting. The SEO and AI Optimization work by eSEO Space, built on the content and design foundation I created, produced measurable results across both traditional search and AI-powered platforms.

#Why This Matters for Your Business

You do not need to be in the AV industry for this case study to apply. The pattern is the same one I see with established businesses across every sector:

1. The company has been around for decades and does excellent work. AAV has 30 years and 5,000+ events.
2. The website does not reflect the quality of the work. Dated design, thin content, no search strategy.
3. Competitors with better websites are winning business online. Not because they do better work, but because they show up when people search.

The fix is straightforward. A website that communicates who you are, content that targets the searches your customers make, and a structure that AI tools can understand and recommend.

For AAV, that meant a full redesign, city-specific landing pages, and content written to serve both search engines and the humans behind the searches. The combination of strong design and strategic content is what produces results like 455 keywords and 21 AI citations.

If your website has not been redesigned in the last 3 to 5 years, your competitors who have updated theirs are capturing the business you are missing. That is not speculation. That is how search works.

Ready to stop losing business to competitors with better websites? Book a call and I will show you what a redesign built around your actual business looks like.