Frank Webb Home
Elevating the Showroom Experience Online
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The Brand
Frank Webb Home is a well-established brand known for its extensive offerings of bath, kitchen, and lighting fixtures. As part of F.W. Webb Company, Frank Webb Home operates across multiple showrooms in the Northeast United States, providing a unique blend of high-quality products and expert consultation services to both retail and trade customers. Their mission is to simplify the home renovation process by offering best-in-class products and exceptional customer service through personalized consultations.
Visit Live Site01/
The Brand
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At a Glance
Platform Migration
Successfully moved from a custom solution to Shopify Plus.
Content & Data Migration
Transferred a vast array of product data and customer information while ensuring accuracy.
Theme Redesign
Developed an engaging, mobile-responsive theme that reflects the brand’s identity.
SEO Strategy Implementation
Employed 301 redirects and ongoing SEO enhancements to maintain organic visibility.
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At a Glance
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The Challenge
Frank Webb Home needed a new digital platform to support their expanding service offerings, focusing on a modern, easy-to-navigate customer experience. The primary challenges included migrating content from their existing custom PHP-based platform to Shopify, designing a cohesive visual identity across desktop and mobile experiences, and creating a solution that highlighted Frank Webb’s showroom-centric business model.
The goal was to create an informative website with consultation appointment booking, wishlist creation, and enhanced user engagement without traditional ecommerce elements such as online checkout.
The goal was to create an informative website with consultation appointment booking, wishlist creation, and enhanced user engagement without traditional ecommerce elements such as online checkout.
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What We Did
Our scope of work for Frank Webb Home included the following key areas:
Discovery & Design
We began with a thorough discovery phase to understand the goals and requirements of Frank Webb Home’s new website. During this phase, we collaborated closely with the client to identify user acquisition strategies, develop customer personas, and refine the brand’s digital identity. Competitive benchmarking was conducted to understand best practices in the industry, and we used this information to inform the design process.
Content & Data Migration
We managed the migration of over 100 content pages from the existing platform to Shopify. Given the platform’s custom PHP origin, we developed a detailed content migration plan, ensuring data integrity and content consistency. The focus was on transferring essential non-product content, such as showroom information, blog posts, and service pages, to Shopify.
Custom Theme Development
A custom theme was designed and developed specifically for Frank Webb Home. Our design team delivered high-fidelity mockups for both desktop and mobile versions of key pages, including the homepage, product listing pages (PLPs), product detail pages (PDPs), branch locator, and consultation booking flows. We ensured a consistent brand experience that guided users from browsing products to booking showroom visits.
Wishlist & Appointment Booking Functionality
Unlike traditional ecommerce websites, Frank Webb Home focuses on in-person consultations. To accommodate this, we developed wishlist functionality to allow users to create and save lists of products they are interested in, which they could later discuss during their consultations. We also built a custom appointment booking system that allowed customers to book consultation times at any of the Frank Webb Home showrooms.
SEO & 301 Redirect Implementation
We conducted an initial SEO audit and developed a strategy for URL redirection to ensure that the migration to Shopify did not negatively impact SEO performance. All critical URLs were mapped and redirected, and a new sitemap was submitted during the launch to retain SEO rankings.
Platform Integration
Working closely with the F.W. Webb IT team, we integrated product and customer data via APIs to enable a smooth information flow between Frank Webb Home’s ERP system and Shopify. This included setting up API connections for product and collection updates, appointment data retrieval, and wishlist management to ensure consistency across all user interactions.
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The Result
Frank Webb Home has revitalized its digital platform, leading to improved customer engagement, higher consultation bookings, and a significant increase in brand loyalty.
This migration not only upgraded our technology but also reinforced our brand's connection with our customers, leading to better engagement.
- Frank Webb Home Team
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Next Steps
We continue to support Frank Webb Home in further optimizing their website and expanding their online offerings. Our next steps include:
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Enhanced Wishlist Functionality
We are working on refining the wishlist feature to include more dynamic capabilities, such as the ability to categorize lists by project type and share wishlists with family members or designers.
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Conversion Rate Optimization (CRO)
Ongoing CRO efforts include A/B testing different landing page elements and optimizing call-to-action placements to increase consultation bookings and engagement.
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Content Expansion & Engagement Tools
We are collaborating on expanding content offerings, including adding interactive elements like 3D virtual tours of showrooms and integrating dynamic shoppable features for product inspiration pages.
Building a Personalized Consultation Experience
Through our partnership with Frank Webb Home, we have transformed their digital platform into a user-friendly experience that supports their unique showroom-focused sales model. By migrating to Shopify and creating custom solutions for wishlist creation and appointment booking, we have helped Frank Webb Home better engage with customers and enhance their in-person consultation process.
Moving forward, we remain committed to supporting Frank Webb Home in delivering personalized, high-quality service through an engaging online experience. By staying innovative and user-focused, Frank Webb Home is poised to strengthen its position as a trusted resource for home fixtures and renovations.
Written by Renka
Community Manager
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