A wholesale distributor selling into trades, not retail. The old site looked like a retail catalog and was working against the business. Rebuilt the brand and site around what their buyers actually do — species, grades, availability, lead time — and stripped out the consumer language that was getting in the way.
The problem:
- The current website and brand visuals do not adequately showcase C&H Hardwoods’ expertise, breadth of products, or advanced custom services (such as CAD design, grinding, and custom mouldings).
- The digital experience lacks modern design, intuitive navigation, and clear calls to action, making it difficult for contractors, builders, and designers to understand C&H’s full value and place orders efficiently.
- Key differentiators—such as in-house manufacturing, advanced technology, and exceptional customer service—are underrepresented online, reducing the company’s competitive edge in a crowded market.
- The site does not effectively communicate to both commercial and residential audiences, nor does it highlight testimonials or project success stories that build trust.
Solution:
- Brand Refresh: Update the visual identity to reflect C&H Hardwoods’ legacy, reliability, and modern capabilities. Develop a cohesive color palette, logo refinements, and brand messaging that emphasize quality, service, and innovation.
- Website Redesign: Build a responsive, user-friendly website that clearly presents C&H’s full product range (hardwoods, softwoods, plywood, MDF), custom services (mouldings, priming, CAD/grinding), and industry expertise. Integrate streamlined navigation, downloadable resources (like profile pattern PDFs), and clear contact/order pathways.
- Storytelling & Content: Develop engaging content that tells the C&H Hardwoods story—from its family roots to its state-of-the-art facility and customer partnerships. Feature testimonials and case studies to build credibility and trust.
- Service Differentiation: Highlight advanced manufacturing capabilities, such as high-speed moulders, in-house knife grinding, and precision CAD services, to position C&H as a solutions partner, not just a supplier.
- SEO & Local Optimization: Optimize for local and regional search to attract new commercial and residential clients across Texas and Oklahoma.
- Customer Support & Resources: Add FAQs, downloadable product guides, and clear business hours to improve the customer experience and support project planning.
