Water.com UI/UX Redesign & Content Strategy
Primo Water is a leading provider of premium water solutions, offering a portfolio of sustainable hydration brands and services across North America. Known for its “Water Your Way” philosophy, Primo delivers purified water to homes and businesses through a powerful mix of exchange, refill, and delivery services — all designed to meet evolving customer expectations for convenience, quality, and sustainability.
With an acute focus on improving customer experience, Primo accelerated on its path toward delivering scalable solutions that support long-term growth, loyalty, and operational efficiency.
Primo Water continues to innovate across its digital and operational touchpoints with Elevate Digital. This collaboration exemplifies the intersection of technology + traction — delivering on the promise of a unified, intuitive, and impactful customer experience. It unifies a previously fragmented technology stack into a seamless, consumer-centric ecosystem, water.com.
A Unified Platform + Technology Adoption Delivered Speed, Scale & SEO Retention
Primo Water didn’t just need a new website; they needed a unified, scalable platform that marketing could actually use, and IT could step back from. This project was more than just new code; it was a transformation. Primo Water needed a people-ready solution that could grow with them.
Water.com The Real Problem: Technology + Traction:
Primo’s growth created complexity. With 15 brand sites, managing content became a bottleneck. The platform team faced a deeper issue: marketing depended on IT for every change, overwhelming developers. Campaigns that should have been rushed like a waterfall were down to a drip.
Without a unifying platform, the organization risked stalled momentum and inconsistent customer experiences. Transformation was overdue for the tools and the collaboration of the teams.
The Elevate Digital Approach: Technology Adoption, by Design:
Elevate Digital rebuilt Water.com from the ground up, consolidating 15 brand experiences into one robust platform built for speed and scale.
But the real success in the build was a solution designed for adoption from the start, with:
Modular CMS for marketers: A content system marketers could use without tickets or delays.
Campaign-ready architecture: Workflows aligned to campaign agility, not IT bottlenecks.
Hands-on enablement: Training and documentation built confidence and reduced IT dependence.
SEO retention baked in: Architecture and site migration were planned to safeguard rankings and traffic.
Together, these elements ensured that Primo Water’s platform wasn’t just a technical upgrade, but a scalable foundation that preserved SEO performance while empowering teams to move faster and with greater independence.
How We Did It
Framework Rebuild with Adobe Commerce
Primo Water already relied on Adobe Commerce as its e‑commerce engine, and maintaining that platform was the natural path forward. However, Adobe Commerce on its own lacked the flexibility and CMS capabilities that marketing teams needed to move quickly. To bridge that gap, Elevate Digital paired Adobe Commerce with Storyblok’s headless CMS, creating a hybrid solution that combined the strengths of both platforms.
Commerce functionality and rendering continue to run through Adobe Commerce. Storyblok empowered marketers with a modern admin experience for creating landing pages, managing content, and building dynamic digital experiences – without developer dependency. This thoughtful integration allowed Primo Water to keep the reliability of Adobe Commerce while unlocking the agility and creativity their teams needed to scale campaigns and digital engagement.
Storyblok Headless CMS for UX & UI Design
Elevate Digital selected Storyblok’s headless CMS as the backbone of Primo Water’s new platform. We built a scalable, custom block library tailored to Water.com, allowing the team to quickly mix and match components for new pages or updating existing ones—driving speed while maintaining brand consistency. The result was a modular design system paired with a visual editing experience that marketers could immediately adopt. To secure long-term success, we also embedded governance, documentation, and hands-on training so teams felt confident and empowered from day one. The platform’s architecture was purposefully aligned with campaign agility, reducing reliance on developers and ensuring marketing could move at the pace of demand.
SEO Retention Through Optimized Website Design
We approached this consolidation with SEO top of mind from the start. Elevate Digital successfully unified the brand’s sites under a single CMS with zero SEO loss, preserving both traffic and rankings during migration. We created keyword-optimized meta titles and descriptions, intentional URL structures, and maximized crawlability through enhanced schema. Header mapping, intentionally designed to work hand in hand with page layouts, ensures both usability and search visibility. Paired with modular design components, these practices allowed for faster, more consistent publishing while directly reinforcing SEO performance—building a scalable foundation for long-term, search-friendly growth.
The Outcome: a Faster, Unified, and Human-Ready Water.com
15 Brands > 1 Site: Unified under a single CMS and digital experience
35% faster content updates: Marketing now publishes with no developer tickets
Zero SEO loss: Consolidation preserved traffic and visibility
Operational lift: IT is freed up to innovate instead of babysitting content
Confidence to scale: With training and documentation, adoption hit nearly 100% within 60 days
Record-breaking performance: The New platform is outperforming all historical sales benchmarks
“This wasn’t about launching a new CMS. It was about building a system the team could actually use, scale, and own — without the hand-holding.”
– Jared Bronz, SVP Consulting, Elevate Digital.
Why It Matters?
Primo Water’s transformation shows that enterprise digital success is driven by people as much as by platforms. Elevate Digital didn’t just rebuild a website; we built a foundation for adoption, agility, and long-term growth. By unifying 15 brand sites into a single, scalable platform under water.com, we helped unlock measurable business impact without sacrificing SEO or operational momentum.
The result is more than site speed; a people-ready ecosystem where marketers publish with confidence, IT focuses on innovation, and leadership sees tangible ROI. Primo Water’s story proves that when technology and adoption are designed together, organizations don’t just keep up—they surge ahead.
Want to learn more? Contact Us
