What I Learned Building the KGS Group Website

KGS Group operates in animal nutrition across poultry, aquaculture and livestock markets, with multiple product lines, sister concerns and a nationwide dealer network. The website had to hold all of that without becoming a directory.

More content than navigation

The first honest observation was that no menu could carry this site. Broiler feed, layer feed, fish feed, cattle feed, day-old chicks, three sister concerns, dealers, warehouses, careers — that is a taxonomy, not a nav bar.

The answer was to make the navigation shallow and let the hierarchy live in the pages. Products first, because that is what most visitors want. Company and network second, for partners. Stories and contact to close.

Three audiences, one door

• A farmer wants product detail for one species.
• A prospective dealer wants the registration pathway.
• A job seeker wants careers.

Each of those needs a two-click path from the homepage. Designing backwards from those three journeys kept the sitemap honest — anything that served none of them was probably internal documentation that did not belong on the public site.

One content pattern does most of the work

Heading
  └── one-sentence summary
        └── detail (list, table or image block)
              └── single next action

Applied to products, sister concerns and network pages alike, that pattern is what makes the site read as one system. It also makes new pages cheap to write correctly, which matters when content keeps arriving.

Restraint with claims

A corporate page that promises is a liability later. A corporate page that describes accurately is still useful in five years.

What I would change

1. 01Write the taxonomy before designing any layout — half the design questions are really category questions.
2. 02Build the dealer and careers templates first; they are the highest-intent pages and constrain everything else.
3. 03Capture screenshots during the build rather than afterwards.