Web Design and Development Case Study for European Gutters | Forge and Smith, Vancouver
About The Organization

European Gutters provides product sales and professional installation, training, and technical support for quality rain gutter systems in Canada.

  • Modernize overall aesthetic and dramatically update the user experience
  • Significantly improve the mobile experience and overall performance
  • Build out a projects library to establish trust and credibility
  • Drastically improve overall content and user flow to increase conversions
  • Boost SEO performance
  • Implement a fully responsive solution backed by WordPress CMS
  • Mobile Session Duration

    + --% Year Over Year
  • Pageviews

    + --% Year Over Year
  • Pages Per Session

    + --% Year Over Year

Phase 1


European Gutters was attracting plenty of business, but their website was heavily outdated and didn’t match up to their professional reputation. The company needed a clean, modern web design and a new information architecture to help deliver the same value to customers online that their products provide to homes across the country.

We recognized that visitors had multiple purposes when using the European Gutters site, including researching the company, browsing the products, to accessing installation and maintenance resources. The user experience design needed intuitive navigation to facilitate clear paths to desired content — and to make that content easily browsable and searchable.

Phase 2

Style Concepts

European Gutters has a full catalogue of stunning photography from their many projects, and we gave their images centre stage in the new website design. The palette uses the orange and blue colour scheme from their existing branding, with coloured lines to help break up headings and copy in text-heavy content blocks. Vivid orange and blue CTA buttons emphasize next steps and guide users to relevant content.

style concepts

Phase 3

Bringing it all together

The new European Gutters website is clean and professional, and facilitates a smooth experience for different visitor needs. Brand storytelling is boosted throughout the site, and the projects section provides a great opportunity to showcase their work and drive conversions. The product catalogue and resources were improved with enhanced filters for quicker, easier searches. Stronger product detail pages include galleries, descriptions, related resources and downloads, embedded testimonials, and lateral navigation opportunities. A post-launch SEO and digital strategy support partnership helps continue to drive traffic and engagement.

project image