A manufacturer site
that sells the work,
not just the catalogue.
What we made.
Westview Manufacturing builds premium spa gazebos and hot tub enclosures — pre-assembled outdoor structures sold direct to homeowners across North America. The product line is built around proprietary materials (Ultrawood, Duraflex) that the legacy site treated as bullet points rather than the story they actually are.
We led a full website redesign on WordPress + WooCommerce: rebuilt the storefront, repositioned the brand around the materials, wired Affirm financing into checkout, and gave the editorial team a CMS they can run without us. The site has to do two jobs at once — communicate why the product is worth more than the off-shelf alternative, and convert that conviction into an actual purchase.
What had to be true.
Most spa-enclosure manufacturers compete on price. Westview competes on materials and longevity — the products outlast cheaper composites by years, and the cost of two replacement enclosures over a decade exceeds the price of a Westview. The previous site buried this story behind a generic product catalogue.
We needed a redesign that surfaced the materials argument in the first scroll, made each product line legibly distinct, gave the checkout enough financing flexibility to close higher AOVs, and worked as well for a homeowner researching on a Saturday morning as for a deck contractor specifying for a client.
How we worked.
Restructured the IA around outcomes, not SKUs. The homepage leads with the materials story (Ultrawood, Duraflex), then drops into a product grid organized by use case (hot tub enclosure, spa gazebo, custom build) rather than by part number. Every product page anchors on the same three trust signals: material, install, longevity.
Built on WordPress + WooCommerce with a custom theme — the merchandising team owns the catalogue, photo gallery and content updates day-to-day. We modelled the CMS so adding a new product line takes a non-developer ~20 minutes, not a developer ticket.
Wired Affirm directly into checkout for flexible monthly financing. Premium-priced outdoor structures don't always close on a single-payment moment; financing handles the meaningful chunk of buyers who would have stalled at the cart.
Material-quality photography became the centerpiece — close-ups of grain, joinery, weathering tests — replacing the catalogue-style product shots most competitors use. The story is in the texture, and the new site shows it.
What shipped.
- 01A homepage that tells the materials story in under three scrolls — the differentiation that's worth the price premium reads in seconds, not paragraphs.
- 02Product line clearly separated by use case so homeowners self-qualify into the right category before reaching for support.
- 03Affirm checkout integration that meaningfully widened the conversion window on higher-AOV configurations.
- 04A CMS the merchandising team runs themselves — new product variations, photography updates and content tweaks ship in minutes without developer involvement.
- 05WooCommerce stack that's holding through significant catalogue growth post-launch, no replatform on the horizon.
“The site finally communicates what makes our product different. Customers used to ask us "why do you cost more?" — now they arrive at checkout already knowing.”
What this project involved.
The disciplines we leaned on for Westview Manufacturing. Each links to a full breakdown of how we work in that area.
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