LED horticulture manufacturer — full website rebuild
A B2B manufacturer selling grow-light systems to greenhouses and vertical farms. Their site had not been touched since 2016: a legacy PHP shopping-mall CMS, jQuery 1.8, broken on phones, duplicated menus, and 21 tracking scripts slowing everything down.
The real problem was deeper than the design. A grower choosing a lighting system compares wavelength mix, PPFD at a given mounting height, coverage area and power draw — and none of that was reachable without downloading catalogues. So buyers phoned the sales team to ask questions the website should have answered, and the ones who didn’t phone simply went to a competitor. I could diagnose that because I work in R&D at an LED manufacturer myself; a designer without that background would have redrawn the same site more attractively and changed nothing.
I also built the two pieces that decide whether a site earns its keep after launch. A quote form that asks the four questions the sales team actually needs — crop, growing area, facility type, contact — and delivers them as a formatted email in the owner’s inbox, ready to reply to. And an admin panel, so the client publishes news, installation cases and products themselves: write, upload photos, reorder, unpublish. No developer, no invoice, no waiting for me.
01 · The pages a buyer actually uses specs on the page, not in a PDF
02 · The admin panel the client runs no developer, no invoice
03 · Enquiries that arrive ready to answer numbers, not “please contact me”
Two buyers, two routes inA grower thinks in crops; a distributor thinks in model numbers. A dual-axis mega menu replaced two duplicated menus so each reaches the right page in one click, instead of guessing.
Specs became comparableTechnical data moved out of downloadable PDFs and onto the page as structured tables — readable by buyers without a download, and by Google for the exact spec terms people search.
Enquiries arrive ready to answerThe quote form collects crop, area and facility type up front and lands in the inbox as a formatted email — not a bare “please contact me”, but enough to quote from on the first reply.
The client updates it themselvesAn admin panel ships with the site: log in, write a post, upload photos, drag items into order, unpublish. Most owners are stuck paying someone every time a line of text changes. Here they aren’t, and nineteen news posts and twenty installation cases have been managed through it since launch.
