Case Study: 3D Storage Solutions Website Redesign

Client Background

About the client

Based in Burlington, Ontario, 3D Storage Solutions specializes in the design, supply, and installation of custom industrial racking and shelving systems. Acting not only as a distributor, the company excels in providing solutions for larger 3PL organizations that need assistance with the planning process of their storage systems. Their solutions have been installed at some of the largest retailers all throughout North America.

Specializes in industrial warehouse racking systems
Hundreds of clients throughout North America
Have worked with many household name brands to build out their fulfillment centres

Visit Website

We’ve been working with Leaf for about 5 years now. They are professional, timely and knowledgeable. We love the website they created for us.

Kevin Minkhorst

President of 3D Storage Solutions

Where We Started

The challenge

Prior to engaging with Leaf Design, the 3D Storage Solutions website was built with an SEO focus in mind. While an admirable effort, that approach meant too little consideration was paid to the user experience. The SEO efforts would help drive traffic to the site, however, since the website’s design and content were not lacking, it did not result in a high level of goal conversions. Visitors were left to wade through large paragraphs of text that was written for the search engines – not humans.

A dated visual design that lacked professionalism
A home page with lots of SEO-focused text that was off-putting to actual customers
Ineffective calls to action resulting in negligible leads generated
A less than ideal interface for visitors using mobile devices
Difficulty with making even simple website content changes in-house

How We Collaborated

Design process

1. Original website

The original website was not overly inviting and featured content that was more focused on SEO than conversions.

2. Design brief

A detailed design brief was created that helped us focus on the four different audiences that the new design must speak to.

3. Wireframe

The Home page was organized so that visitors could quickly understand what the company offered.

4. Final design

With the addition of imagery, icons, and some overlapping content boxes, the Home page design was finalized.

The Results

Our solution

A structured design

With the previous website containing dense amounts of SEO-related text, it was not friendly to human visitors. By taking most of this content and re-organizing it into smaller text blocks with headings and bullet points, visitors were more able to scan each page to find information that was relevant to them. Individual sub-pages for each product and service were built out to maintain the SEO benefits, but even these were re-written to make the content more digestible. At various spots within the content, calls to action were added so that visitors could easily reach out and start a conversation with 3D Storage Solutions.

Proof of authority

To highlight their experience in the industrial racking industry, a project portfolio section was developed to showcase recent projects. Each project includes some key facts and figures, a description of the work completed, and photos of key racking components. Additionally, a resources section was developed to allow 3D Storage Solutions to publish relevant industry articles and videos.