How to read these
Every "before" is a Wayback Machine capture, dated under the frame. Where the archive had no snapshot from August 2025, the nearest one that still shows the old page is used and the date says so. Every "after" is the live page, captured on the same day at the same width. No retouching on either side. The stale dates in the old captures are left in, because they are part of what needed fixing. Missing images are the archive's, not the site's.
The pattern across all six is the same. Decide the one thing a visitor came to do and put it first. Give the page a reading order. Keep the SEMA red and condensed type, because the brand was never the problem.
Exhibitor hub
Before, the page was a bag of tiles with no first action. After, two actions sit at the top (reserve a booth, see the floor plan) and the eight resources exhibitors ask about most are one grid below.
Why exhibit
The old page still carried a 2024 timeline and a stack of floating buttons over the hero. The new one leads with the three numbers a sales director needs, puts Contact Sales and Reserve Your Booth in one row, and turns the audience data into cards you can scan.
Plan your visit
Before, every step of planning a visit was a card of equal weight in one long stack. After, the steps live in a sidebar you can jump from, and each section is numbered so the page reads in order.
Why attend
The old page stacked a hero, a stats row, two CTAs and a Five Reasons photo grid into the first screen. The new one opens with one car, one headline and one register button, and saves the stats for after the video. Fewer things on screen at once; each one bigger.
Transportation
Before, this was tables on a white page and nothing else. After, you pick your mode from an icon row, the shuttle schedule is the first button, and the tables highlight the row you are looking for.
Education
The old /education hub was a search bar and a tile grid with no obvious next step. That URL now lands on /professional-education, which tells you why to come, then walks through the programs in numbered sections with one action per block.
Education schedule
The schedule is the page attendees actually use during show week. There is no archived version of it to compare against, so this one stands alone: program tabs, day tabs, a timed list, and My Show Planner one click away.
What I'd still change
The why-attend hero carries too much white space at desktop width, and the transportation tables are still dense on a phone. Both are on the list. A before-and-after is a snapshot of one pass, not a finish line.