Overhauling the

Online presence of a family-owned supplier of fire equipment

Wholesale Changes

As with a physical store, a product-heavy website needs lots of planning to arrive at the optimal layout. The same was true of the website redesign for Steel Fire Equipment, a wholesaler of several thousand products and replacement parts. We re-architected the product database to streamline the user experience and reduce the number of clicks needed to access an item. Creatively, the new website takes a big leap forward, making better use of imagery, typography and whitespace for a modern look and feel.

Ready for Prime Time

Steel Fire has come a long way since it began by filling fire extinguishers from the trunk of a car. Today, the company fulfills orders for customers across North America from its high-tech facility, which was the setting of a short video.

Facility Tour Video
A video tour of Steel Fire’s 60,000 square foot facility in Mississauga, including aerial shots of the building’s interior and exterior captured by drone.

Hundreds of Products in the Palm of Your Hand

The modernization of SteelFire.com wouldn’t have been complete without responsive design. We refined the mobile user experience to ensure visitors could perform all the same functions available on desktop, including opening a customer account and generating a product quote.

Product Database Integration

The heart of Steel Fire’s website is a product inventory with more than 1,000 SKUs. But before we could integrate it with the new website, we needed to optimize the product database by consolidating similar categories, establishing relationships between models and their replacement parts, and assigning supporting content like documents, compliance logos and pictograms. We built the database in MySQL because of its superior performance, security and scalability.

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