Executed a comprehensive redesign and rebuild of USA Fire Door's e-commerce website, a nationwide distributor of commercial doors, frames, hardware, and architectural glass serving contractors, builders, and facilities managers across all 50 states. Built on WordPress and Divi 5 with WooCommerce powering the storefront, the project involved architecting a deep product catalog using custom post types to accommodate an extensive inventory spanning commercial steel doors, hollow metal frames, stainless steel doors, fire-rated glass, aluminum frames, vision lites, louvers, and more — each with their own category hierarchies, product detail pages, and filtering structures. Each product page features an easy-to-use quote request form, allowing contractors and buyers to quickly inquire about pricing and availability without leaving the page — with full checkout functionality planned for a future phase.
Beyond the product catalog, the redesign focused heavily on conversion architecture — surfacing trust signals like the A+ BBB rating, DHI membership, and 4.8-star Google reviews prominently throughout the site, and integrating multiple lead-capture touchpoints including a multi-step quote request form, a construction plan upload form, and prominent click-to-call CTAs. A structured "How to Order" flow guides first-time visitors through the quote-to-delivery process, while a testimonials section featuring real contractor reviews reinforces credibility at the bottom of the funnel. Since launching the redesigned site, USA Fire Door has seen nearly a 40% increase in quality conversions — a strong indicator that the improved UX, trust signals, and lead capture strategy are resonating with their target audience.
The rebuild also included a Resource Center, a commercial door blog, a nationwide delivery/service area section, and a fully responsive layout optimized for both desktop and mobile users. With Divi 5's flexible design system, visual consistency was maintained across dozens of page templates while still allowing each product category to be presented clearly and professionally — a significant undertaking given the breadth of the catalog and the technically minded audience of commercial construction professionals the site is designed to serve.
