Anvil International: Website Redesign | Imarc, a digital agency

The Challenge

For more than 150 years, Anvil International has worked diligently to build a strong, vibrant tradition of making connections — from pipe to pipe, people to people. When it was time for a website redesign, Anvil understood the need to deliver a better customer experience for its distributors and bring its product catalog into the digital age.

Our Approach

To better serve the Anvil customers, it was crucial to understand who was using the website and how they interacted with it today to help determine potential ways the new website could support their needs. Understanding these areas enabled Imarc to understand the importance in delivering useful resources and information for Anvil's online visitors.

Working with Imarc has been such a pleasure and we couldn’t be happier with the results. Imarc has made the best CMS tool ever… not to mention the work and undertaking to transform a static catalog to a digital, interactive version with an incredible search. It's exactly what we needed, a robust tool that fits the need of our customers. Thank you sincerely for the custom application, website, and continued support! Arlene Santa Fe, Former Marketing Coordinator

Strategy and Planning

The main business goals for the new Anvil site included digitizing their impressive product catalog, adding a smart search, and designing a catalog hierarchy that helps with the discoverability of Anvil's products. Equally important to the product catalog was promoting the rich of learning and knowledge for Anvil's products having the ability for workers in the field accessing key resources would drive customer satisfaction.

User Experience

People are used to browsing products in a particular way. Complex online shopping sites and the ubiquitous breezy e-commerce experiences has set the bar high. Because Anvil needed to match this expectation, their new website features a lightning fast product search - driving customers deep into the product catalog.

Creative

When you're working with a company that's been around for over a century and a half, you need to be sure to preserve brand equity. By focusing on using the primary brand colors, Anvil's new website established a "Made In America" feel without screaming it from the mountaintop.

Development

The big development challenge for Anvil was taking their 1000+ products and giving website administrators an easy way to manage these products, while allowing the user an easy way to search and quickly find these products. Using the Craft CMS for content management and Algolia for lightning fast search, the new website easily achieves both.

Our Shared Vision

Together with Anvil, Imarc worked to create a whole new approach for the company's customers. Through custom search, Anvil's site visitors are now able to engage with the products in a more user-friendly experience. Our work with Anvil continues, as we create new business tools to support their customers' needs.