Building a platform
for the future.
- Create a modern responsive website to represent a large and somewhat fragmented company with 8 separate divisions in numerous offices across the Southeast
- Extensive collaboration with Bonitz’ team
- Create a single tagline/headline
- Develop unique and coherent design elements
- Layer menus for deeper exploration
- Representing company as a unified and cohesive whole instead of 8 loosely-connected divisions
- Improved cooperation and cross-selling opportunities across divisions
- Used to recruit key hires
Bonitz, one of the nation’s largest flooring subcontractors, came to us for help creating a website that would attract new clients and serve their internal team. Their old site was cluttered, overwhelming, hard to navigate, and didn’t work at all on mobile devices.
As they grew and added services—they now offer nearly everything in the contracting space, not just flooring—their website had expanded to more than 55 pages. It was like a house with a bunch of additions—confusing and poorly planned.
Many of their clients had no idea the scope of services Bonitz offered—they’d only ever talked to a flooring associate, so they had no idea about roofing or cladding, for example. New clients wanted to quickly find the information they needed without feeling overwhelmed by the huge scope of Bonitz’ services.
Our team tackled this challenge with 2 major goals:
Make all of Bonitz’ services cohere
We began by creating a single message that would include all of Bonitz’ services. Through extensive interviews with the Bonitz team, we learned about the processes, culture, and success of each department. When we sifted through all that information, three points stood out: Bonitz’ ability to create value through the whole process (from very early consultations to the last details), their quality of work, and their commitment to doing the right thing (not cutting corners, being safe, etc.). With those points, we crafted a single message that encompassed the Bonitz way for all departments.
We also made an unusual site structure choice. Although there are significant pages for each service Bonitz offers, we chose to leave them off the site navigation. Instead, we created one page to introduce all the services together and link to the sub-pages. This structure made site navigation less overwhelming and also offered a clear overview of Bonitz’ breadth of services. At the very least, prospects would know that Bonitz offers much more than just flooring.
Finally, the site uses repeated design elements and similar page structure to create coherence and flow across the entire site.
Make it easy for prospects to find what they need
From the previous website’s 55+ pages, we narrowed this site’s main navigation to only 6 pages. The entire site is much more than 6 pages—it includes a massive portfolio, for one thing—but limiting initial navigation choices prevents choice paralysis and encourages users to explore the site.
But, of course, the other pages shouldn’t be difficult to find. So we created layered menus within the main 6 pages. The portfolio page, for example, includes multiple filters that make it easy to browse projects by industry, service, and more.
Bonitz’ new site was launched during a period of significant transition. Their long-time CEO retired, new leadership was appointed, and while the transition was stable, it was also a period of changes. With a website that finally represented its values, wealth of services, and impressive design sensibilities, Bonitz hired for key leadership roles, opened a new location, and initiated a time of updates and improvements.
Approximately a year later, Bonitz launched another website to reflect their growth and the advancements brought on by the new leaders. We’re delighted to have assisted in their monumental transition and to have paved the way for further change.
“This group has been fantastic to work with…looking even more forward to the future working together!”
– Jennifer, Website Project Manager