Context
Hampton Yachts and Hampton Yacht Group have separate websites, for a number of reasons. HamptonYachts.com is home to the Hampton brand and manufacturing, whereas HamptonYachtGroup.com needed to accommodate other yacht brands in their brokerage sales unit. The previous websites shared a lot of the same content and objectives, but there were inconsistencies between shared content and the individual roles of each website was not clear. We needed to rethink how content is managed, how users are lead to the right information, and how to enable stronger lead generation.