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Superior Craftsmanship – Honed to Perfection

As the pandemic grew and businesses were limited to virtual contact with customers, WRL president, Jeff LeBeau asked his account executives to reach out to clients with aging websites to ask about upgrading or adding additional features to maintain and attract users. Account executive and senior graphic designer, David Jensen contacted longtime client Tyler McClave of Superior Clay Corporation to gauge their interest in a site redesign. WRL had developed their previous site in 2014 and found they were ready for an updated site.

The Superior Clay website is the company’s main portal for new business and has extensive content for both homeowners and professionals. It’s a niche business that provides resources for fireplace design and installation, chimney construction and information on how to properly choose and fit clay chimney pot products to add that finishing touch to elegant homes.

The main goals of the site were to create a design that was more geared to homeowners, the drivers of purchase choice for clay chimney pots and fireplace design, as well as building a simpler, easier-to-navigate schematic. One of the challenges was organizing the content and navigation flow. The current site had much of its end user (homeowner) and industry professional content intermixed and it was a little overwhelming for all audiences.

WRL condensed the number of pages, redirected content links and created content pages with a Site Search button to make content easier to find. An added feature was a searchable PDF library for spec sheets and installation instructions. A Professional Resources page was added to give architects, contractors and masons direct access, providing them with the specifications and instructions needed to make proper decisions on product choice. Also, since the end users often drive sales toward their distributors, we focused on using their information throughout the bulk of the website.

WRL’s director of web development, Bobby Lipps created a Product/Listings Gallery page for each product with quick filters to help choose size, style, glaze and color options with additional information on custom chimney pots. Superior Clay has a large dealer database for customers across North America, so Bobby developed a Find a Dealer feature as well as a Contact Us form as an easy way for customers to get answers to questions and to learn more about their products.

The site also features additional products created by Superior Clay, including prefabricated herringbone firebox panels, clay flue liners, fire brick, wall coping, architectural elements and wood-fired oven components.

The result is a fresh new site that showcases the fine craftsmanship of Superior Clay products and gives them the ability to manage their own site through an up-to-date, user-friendly content management system.


If your website could use a new look and you would like our creative team to Think. Create. Design. for you, then navigate to our Contact Us page or click on “Talk with Us Today”!

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