Highlight Creative

Website design & development

Homebuilders Hardware

Homebuilders Hardware is an online-only retailer selling high-quality door hardware, at affordable rates for both homeowners and contractors. They have several thriving off-site storefronts, but their own website wasn't converting well. They'd been through several redesigns, at one point taking a significant hit when a redesign resulted in a drop in SEO ranking.

Homebuilders Hardware

Project goals

  • Weight the focus slightly towards B2B, but stay approachable for direct consumers
  • Restructure the layout to maximize conversions
  • Redesign product page to include lots of details for people who want them, without turning off the people who want to purchase quickly
  • Make the site load faster
  • Add product filtering to augment shopping experience
  • Style the checkout section to enhance security
Industry:

ecommerce, B2B & B2C

Open site

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.

Organizing inventory

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.

"During the last ten years or so, we've had various designers trying to create a website. Most times we launched just to finish the project and then hope for the best. Fast forward to hiring Highlight Creative. The major difference from the get-go was Mrs. Adler's attention to the smallest details. For us, this was a breath of fresh air. She gently kept our feet to the fire and pulled us across the finish line. She has a clear understanding of what goes on behind the scenes of a site, both in server and network speed. Never before did we have anyone who audited every plugin to make sure that what was not working for us should be removed or rewritten in a simplified manner. For any item that was unclear to us, she created small tutorials so that we can train our staff. I am thankful that we chose her for our development and will be keeping her on retainer for all our future changes and enhancements."
Mendy Zeiger, VP Marketing