.id Corporate Website

.id (Informed Decisions) is Australia’s leading provider of demographic, housing, and economic data insights for local government and industry. The website acts as both an entry point to .id’s data tools and a powerful lead generation platform, guiding users to insights and local area data relevant to their work.

V.I. partnered with .id to completely redesign and redevelop their digital presence—creating a flexible, scalable, and technically robust marketing platform that bridges the gap between content, tools, and local area search.

THE CHALLENGE

.id’s marketing content was presented across multiple subdomains, creating a fragmented user experience and inconsistent presentation of the brand. Despite their reputation as trusted experts in government data, the site didn’t effectively communicate .id’s broader value to industry and commercial audiences.

V.I. was engaged to create a modern, scalable, and intuitive corporate website that would strengthen brand identity, improve user experience, and leverage their place based tool suite as a lead generation tool. The objectives were clear: reinforce .id’s expertise beyond government clients, improve navigation between marketing pages and application environments, enhance analytics and conversion tracking, and deliver a platform that was secure, scalable, and future-ready.

THE SOLUTION

V.I. began with an in-depth discovery phase to understand audience needs and organisational goals. This involved workshops with .id’s product, marketing, and engineering teams; interviews with government users and industry partners; and a detailed analysis of existing site traffic and navigation behaviour.

Insights from this process informed a new information architecture that aligned .id’s product ecosystem with audience journeys across both government and industry sectors. The content strategy was restructured to better connect products, insights, and data tools, while the technical architecture was designed for long-term scalability and seamless integration.

V.I. led the full design, content, and brand redevelopment process, creating a cohesive visual identity and content framework that unified .id’s previously fragmented presence. The website project served as a rebrand, modernising .id’s visual language, typography, and colour system to better reflect its position as a national leader in data insight and community intelligence. Every page was designed and written to clearly communicate .id’s value proposition and guide users toward relevant data and solutions.

A custom React-based page editor was developed for WordPress, giving editors the flexibility to build and manage pages using modern front-end technologies. The editor operates within a Shadow DOM for style isolation and reliability, while Tailwind CSS and ShadCN component libraries provide a consistent, accessible, and efficient design system.

Static site deployments are fully automated, enabling non-technical users to trigger builds directly from the CMS. Each deployment is published to AWS S3 and distributed via CloudFront, with full version control, rollback capability, and a comprehensive audit trail, ensuring every change is traceable and reversible. This automation dramatically reduces publishing overhead while maintaining the speed, security, and reliability benefits of a static architecture.

To support lead generation, the site was integrated with HubSpot using a custom form submission layer built on the HubSpot API. All form interactions send data directly to HubSpot and simultaneously push conversion events into the GA4 data layer, ensuring that every new form .id creates is automatically tracked and reported.

To empower internal teams, the platform uses a headless WordPress CMS, allowing .id’s marketing team to manage and publish content independently while maintaining a fully decoupled architecture. All navigation and interface components were developed as modular HTML, CSS, and JavaScript assets, making it easy for .id’s engineering team to integrate them into other application environments.

The resulting website presents .id’s full product suite in a clear and engaging way, supports journeys for both government and industry audiences, and integrates a council-based search that connects visitors directly with relevant local data.

THE OUTCOME

The new .id website consolidated multiple domains into a single, unified digital experience, improving navigation, performance, and brand consistency. Over 1,200 pages of content were successfully migrated from legacy platforms, preserving and strengthening search performance.

A carefully planned SEO migration ensured strong continuity and growth in organic visibility, with measurable increases in traffic and engagement. Page load times improved significantly, and early reporting showed a notable rise in enquiries from both government and industry audiences.

The new site positions .id for future growth, delivering a fast, secure, and scalable platform that connects people and place through data.