Spindle, Stairs and Railings

Transforming a fragmented site into a high-performing digital catalogue
greatstairs.com

The existing website lacked search functionality, clear information architecture, and product clarity. Sales staff were frustrated, as customers referenced products online that couldn’t be easily identified internally.

Dangerous Toaster completely re-imagined the site, creating a structured online catalogue with clear naming conventions, robust search functionality, and a refreshed visual identity. We also introduced thought-leadership content, a redesigned gallery, updated colours and logo, and a cohesive user experience.

The website is now one of the top-ranking results for stair installation searches in Calgary, with multiple content pieces featured in Google snippets.

Focus: Information architecture, search, content strategy, UX redesign

Outcome: Top local search rankings and improved sales enablement