Toro

Unifying a fragmented digital landscape

The Challenge

Toro’s web presence had become a reflection of its internal silos. Each division—ranging from Homeowner and Golf to Irrigation and International—had developed its own microsite, branding, and content workflows. These fragmented experiences not only created inefficiencies across internal marketing teams, but also confused customers navigating inconsistent journeys. The core objective of the toro.com relaunch was to bring order to this chaos and reposition the platform as a cohesive, scalable asset for the entire enterprise.

Strategic Foundation

The engagement began with a ground-up evaluation of Toro’s digital architecture. A full content audit revealed over 22,000 pages, many of them duplicative or orphaned. With that inventory in hand, a unifying taxonomy was introduced to restructure how products, customer segments, and support flows were represented online. Rather than continuing to operate as isolated digital properties, each division would now publish within a centralized framework, sharing common templates, brand standards, and navigation logic.

A modular template system was designed to support both domestic and international requirements, with localization, translation workflows, and future scalability built in from the outset. Business-critical features such as product finders, dealer locators, and customer support access were prioritized in the user journey to improve usability and engagement. The rearchitecture also laid the groundwork for SEO visibility, brand consistency, and a more intuitive customer experience across devices and markets.

System Design and Execution

Working across six business divisions and multiple stakeholder groups, the new toro.com was mapped out as a platform, not a project. Detailed functional specifications and interface requirements were authored for each core template—including the homepage, product category pages, customer solutions, support hubs, and promotional modules. Every interaction was documented with precision, from content hierarchy and search behavior to UI responsiveness and data governance standards.

Publishing was transitioned to SharePoint to enable a centralized and governed content model. Integrations with legacy platforms like TeamSite were accounted for in the transition plan, ensuring continuity while eliminating the need for divisional workarounds. Real-time behavioral insights were layered in through heatmaps and clickstream data, providing the quantitative foundation to validate user flows and content prioritization. The final architecture supported multilingual rollout and optimized performance benchmarks—ensuring page loads within two seconds across global markets.

Lasting Impact

Although the platform’s launch occurred after the handoff, the strategic foundation, information architecture, and system-level requirements authored during this phase are still reflected in the current toro.com experience. The project transformed toro.com from a collection of disjointed sites into a unified platform that serves as the digital front door for a multi-billion-dollar enterprise. By consolidating operations under a single architecture and design language, the new toro.com elevated brand presence, enabled operational scale, and redefined Toro’s relationship with its customers online.