Website Design and Development
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A New Website for a Supplier of Fire Safety Equipment

Steel Fire is a family-owned supplier of fire safety products and replacement parts. Its main goal with a website redesign was to improve usability around product browsing, as well as streamline several customer interactions that were taking too much time from admin.

Database Architecture

Before we could integrate Steel Fire's 1,000+ SKUs into the new site, we needed to optimize the product database by consolidating similar categories, connecting 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.

Product Catalogue

Steel Fire’s online catalogue is designed to bring visitors to their desired product quickly and easily. Predictive keyword search enables access to products from anywhere on the site, whether starting with SKU number, brand or another detail. The product pages are rich in content and allow customers to add an item to their quote request.

Facility Tour Video

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.

Quote Request Process

Steel Fire doesn’t sell products online, but the site’s quote request system mimics the e-commerce experience. Customers can add any product or part to their basket, specify quantity, then "check out" by inputting a few basic details. For convenience they can also send a copy of the request to their email or a colleague’s email.

The outcome

The new Steel Fire website is streamlined for easier access to products, replacement parts and supporting content.

An intelligent search process and restructured product catalogue saves time for customers, while replacing PDFs with web forms removes a burden from admin.

  • Re-architected product database of 1000+ SKUs built in MySQL and integrated with Elasticsearch
  • Modernized customer registration and quote request process
  • Video production and product photography
  • Custom UI with responsive design