Shifting the audience + Conversion-focused layout
The Homebuilders original website focused on professionals, but they had a high volume of B2C sales through third-party vendors.
Content strategist Daniel Keebler created a layout that appeals to both audiences. He reworked the text-heavy pages to showcase the products and emphasize Homebuilders’ product quality and stellar customer service without content overload.
The product pages were heavily customized for an informative + easy shopping experience.
We streamlined the categories for a more user-friendly menu, and added filtering options to the catalog pages.
We were extremely careful to redirect any urls we removed, preserving their SEO ranking.
Style checkout & customer accounts
Visual security during checkout is a key factor in whether or not customers trust you with their credit card (source). While a checkout might technically be secure, if it doesn’t look trustworthy, you’ll lose sales. We made the Homebuilders’ checkout design seamless, and added visual security markers.