USA Rolls is a business website for an American manufacturer of custom industrial rolls, serving a range of manufacturing and processing sectors. The project was a complete redesign of the existing site, with a clearer structure, a modern design and an improved experience for users looking for products, services or information about the company.
Client need
USA Rolls needed a complete redesign of the existing website, without changing the brand identity. The main objective was to turn an online presence that was hard to navigate into a modern, clear and credible site, able to present complex technical products and make contacting the company easier.
• clear organization of the product families and the industries served
• presenting the proprietary products and the repair and reconditioning services
• faster access to technical information and contact details
• integrating the Watercooler, Careers and Our Values sections into a coherent structure
• more accessible contact forms, protected against spam
• completing the website with legal pages and cookie consent management
What did we deliver?
A modern website, easy to navigate and optimized for conversion from the very first visit.
We carried out a complete redesign in WordPress, starting the design from scratch while keeping the company’s identity. The new visual direction gives the brand a more modern presence, suited to an industrial manufacturer working on custom technical projects.
We reorganized the content into a clear structure for products, industries, repairs and reconditioning, company values, articles and job opportunities. Each category can be reached separately, and the technical products have dedicated pages with information that is easier to consult.
We improved the contact experience through forms placed in the relevant areas of the site, a data-processing agreement and anti-spam protection. The website was completed with the legal pages, a consent management banner and additional security measures.
01
Implemented features
Product decisions, not just design
The website includes a structured catalog with ten product families, dedicated pages for the industries served, the Watercooler blog, the Careers section and contact forms integrated into the main pages. Anti-spam protection, a data-processing agreement, legal pages and a system for managing cookie preferences were added.
02
Design & Visual direction
Elegance & structure
The design was created from scratch on the basis of the existing USA Rolls identity. We pursued an industrial, modern visual direction, with clear hierarchies, robust typography, images from the production floor and sections that highlight both the technical precision of the products and the human side of the company.
03
Navigation & structure
User-centered architecture
Navigation was reorganized around the main categories of interest for customers: products, industries, services, values and contact. The extended menus give direct access to every product family and industry, and the forms and contact details are available at the important points of the journey, reducing the number of steps needed to request a quote.
Pages designed for experience, clarity, and conversion.
Very responsive, understands the urgency of creating and getting something on line quickly, but with accuracy. Informative and stylish. They are not a cut and paste, cookie cutter web designer.
Kevin Sheldon
USA Rolls
