StraBe’s Digital Transformation: Rebuilding a Complex Product Website into a Conversion-Ready Platform for Architects, Designers and Specifiers

StraBe had an outdated brand and was finding it increasingly difficult to gain traction in the architectural market. Brighta developed a strategic roadmap, refined the brand, and rebuilt the website into a modern digital platform, complete with a state-of-the-art configurator designed to help StraBe engage architects, designers, councils, and specifiers more effectively.

What We Do

Provided Services

The Challenge

StraBe had a functional WordPress website — but it wasn’t working as a commercial or specification tool.

Despite having a strong product range and proven project experience, the existing platform lacked the structure needed to support complex product discovery and high-value buying journeys. Key issues identified during the audit included:

  • Fragmented and unclear user journeys
  • Inconsistent brand application across pages and content
  • No structured pathway for product exploration or specification
  • Limited support for architects, designers, and specifiers
  • Missed opportunities to convert interest into enquiries and quotes

In short, the website presented information — but didn’t guide decisions.

The objective was clear:

Transform the website into a structured, brand-led digital platform that supports complex product discovery, specification, and quotation.

Before

Our Approach

This project went far beyond a visual refresh. It was a full brand, UX, and platform rebuild, designed to support long decision cycles and high-value projects.

Phase 1: Strategy, Brand & Planning

We began with a detailed planning and discovery phase, focusing on:

  • How specifiers, councils, architects, and commercial buyers research products
  • Where users needed technical detail vs inspiration
  • How StraBe’s brand should be positioned across digital touchpoints
  • The role of configurators, resources, and quotes in the sales process

This phase resulted in:

  • A comprehensive sitemap and page hierarchy
  • Defined user journeys by audience type
  • Clear CTA logic aligned to user intent

 

Phase 2: Brand Refinement & Content Readiness

StraBe’s brand existed — but wasn’t consistently expressed online.

We refined:

  • Brand messaging and positioning
  • Visual consistency across layouts, typography, and imagery
  • Application of brand across pages, CTAs, and content blocks

Content was updated and created to be:

  • SEO-rich
  • Specification-friendly
  • Aligned with the new brand narrative

After

Phase 3: UX, Design & Information Architecture

Given the scale of StraBe’s product catalogue, UX was critical.

We designed:

  • A structured Products → Categories → Individual Product hierarchy
  • Clear links between products and real-world projects
  • A dedicated Design Forge section for bespoke solutions
  • Resource hubs for PDFs, CAD files, materials, and finishes

Navigation, filtering, and page layouts were built to reduce friction and support deep exploration.

 

Phase 4: Custom WordPress Development

The site was custom-built on WordPress to support:

  • A large, structured product catalogue
  • Project and case study libraries
  • Gated and ungated resource downloads
  • Multiple enquiries and CTA pathways

Key functionality included:

  • Product-specific quote requests
  • Dynamic forms that pre-fill product data
  • Account areas for downloads and saved quotes

Phase 5: Product Configurator & Quotation System

A key component of the project was enabling product configuration and early-stage specification.

We:

  • Implemented the 3D configurator
  • Designed supporting pages for configurator journeys
  • Integrated configuration with enquiry and quote workflows

This allowed users to:

  • Visualise products in context
  • Explore finishes and options
  • Move seamlessly from configuration to enquiry

 

Phase 6: Trust, Authority & Conversion Layers

To support high-value, considered decisions, we added strong trust signals throughout the site:

  • Detailed project pages with imagery and context
  • Client logos and testimonials
  • Industry categorisation for relevance
  • Clear CTAs across every page

The site was built to build confidence before asking for commitment.

Product Configurator

To support complex buying and specification journeys, we created a product configurator that helps users explore StraBe’s range in a more interactive and practical way.

Users can configure products, review finishes and options, and better understand how each solution fits their project needs. The experience was designed to guide architects, designers, councils, and specifiers from initial exploration through to enquiry.

By integrating the configurator with StraBe’s quote and enquiry workflows, selected product information can flow directly into the next step, making the process smoother for users and more efficient for the sales team.

This allows users to:

  • Configure products with greater confidence
  • Explore finishes, materials, and options
  • Submit more informed quote and enquiry requests

Rather than simply showcasing products, the configurator helps turn interest into action.

The Outcome

StraBe’s website was transformed into a robust digital platform that supports:

  • Product discovery
  • Specification and configuration
  • Resource access
  • Quote and enquiry generation

Key outcomes include:

  • Clear, structured user journeys across a complex product catalogue

  • More consistent brand application across all digital touchpoints

  • Improved support for architects, specifiers, designers, and councils

  • Better access to technical resources and product information

  • A scalable foundation for future product and content growth

What This Means for StraBe

StraBe now operates with:

  • A brand-aligned, conversion-ready website
  • A platform designed for complex buying and specification journeys
  • Tools that support both inspiration and specification
  • Digital tools that support both inspiration and practical decision-making

This project wasn’t about making the site look better.

It was about making it work harder – for users, for sales teams, and for the brand.

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