The world-leader in lighting.
Musco Lighting is the world leader in sports and large-area lighting, a privately held company founded in Iowa in 1976 with installations in over 125 countries, from hometown Little League fields to Olympic venues; the company was named the official sport presentation and broadcast lighting provider for the LA28 Games. Musco’s buyers aren’t consumers. They’re athletic directors, municipal purchasers, facility managers, and engineers making six- and seven-figure infrastructure decisions on long timelines. For a company of that scale, the website isn’t a brochure. It’s the top of a B2B pipeline, and every solution page is a first sales conversation.
Cross-systems site architecture.
Musco’s digital presence had to do something most enterprise sites struggle with: carry an enormous catalog of solutions across sports, transportation, and commercial applications while giving each distinct buyer a clear path to a conversation with sales. Content lived across systems, internal tools held data the website couldn’t reach, and category pages that should have been winning high-intent searches like sports field lighting weren’t structured to compete. When your buyer researches for months before contacting anyone, losing the search result means losing the deal before you knew it existed.
User mapping a complex journey.
BLKDG designed and developed a custom WordPress theme built for the way Musco actually sells: solution-first architecture, modular page components the marketing team could assemble without developers, and lead-gen design shaped by journey mapping across Musco’s distinct buyer types. We mapped how an athletic director researches differently than a municipal engineer, then built page flows and conversion points to match each path rather than forcing every visitor through one funnel. On the technical side, we developed custom integrations connecting the site with Musco’s in-house systems, so the website works with the company’s internal tech rather than alongside it. And because Musco’s category pages are where deals begin, our SEO work focused there: information architecture, structured data, and on-page optimization built to earn the high-intent commercial searches that matter in a considered-purchase industry.
Driving sales-pipeline for the future.
Musco now has a website that operates like part of the sales organization instead of a marketing artifact. Buyers self-select into the right solution path and arrive at sales conversations better qualified, the marketing team publishes and updates category content independently, and the custom integrations keep the site connected to the systems the business runs on. The SEO foundation positions Musco’s key category pages to compete where its buyers are actually searching. For a 50-year-old market leader, that’s the point: digital infrastructure that finally matches the standard the rest of the company is known for.
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