All Weather Architectural Aluminum is a designer and manufacturer of custom aluminum doors and windows for use in residential and commercial products. They also custom design challenging architectural solutions for large scale “monument” projects, such as the Anaha Tower in Honolulu, Hawaii.
In this project, the goal wasn’t merely to sell, but to inspire.
Finding the Ideal Project Design
All Weather approached us because they had a couple of key concerns about their old website. First, it was simply outdated and bland. Secondly, and perhaps more importantly, the old website was uninspiring. The previous site had focused on the technical details and specifications of their products, without capturing any of the aesthetic feel or potential of their products.
For the new website, All Weather wanted to cater to the desires and needs of three customer groups: homeowners, architects, and builders. They wanted the design and content of the website to focus on the feelings of their customers–the feelings of inspiration and pleasure that people could enjoy when they used All Weather products in their homes or architectural designs.
In addition to the change in tack for All Weather’s brand messaging, the company also had a number of other specific goals for the new site:
- Deliver an improved user experience
- Feature a mobile-friendly design
- Generate more leads
- Optimize the site for search marketing
- Introduce new products
Challenges of the Website Project
Before anything else, we needed to migrate the primary domain from allweathersweb.com to their new domain, allweatheraa.com. We implemented the necessary redirects and alerted Google Webmaster Tools of the changes. Many companies move their websites to new domain names–or reorganize their page structure–only to see their search rankings evaporate overnight. Implementing redirects and using Google WMT is imperative in order to avoid losing the ranking power of the existing site pages and having to start over from scratch.
All Weather wanted a clean, understated look for the site, so we created custom icons for each page within the site sections for homeowners, dealers, architects, and builders. We made sure to take the time to implement this style in even the more technical, out of the way parts of the site. For example, we used a premium plugin that would allow users to view architectural manuals in the style of a book.
A number of other special features were also implemented, including:
- Carefully organizing credit application forms so that All Weather’s reps could know immediately what type of person (dealer, etc.) was applying.
- Online signatures for credit applications and co-op packages.
- A large variety of custom forms throughout the site.
- A career system including job listings and applications that would automatically be sent to the appropriate representative.
After the Website Launch
All Weather was definitely a challenging project. The content was perhaps one of the difficult aspects, as All Weather’s reps wanted content that struck a very specific tone that was warm and wondrous–a voice that invited visitors to speculate about the possibilities of All Weather’s products–rather than a more vanilla or sales-oriented approach.
But we ultimately managed to secure approval for everything, and the website was launched to the satisfaction of all involved.
We continue to host, secure, and update the website, and may be working with All Weather in other aspects in the very near future. It was a pleasure to work with the company, and we hope to continue to maintain a solid working relationship with them in the years ahead.