Spindle, Stairs and Railings

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

Spindle, Stairs and Railings had an existing website that lacked clear information architecture, product clarity, and effective search functionality. The result was frustration for both customers and sales staff, as products referenced online could not always be easily identified internally.

Dangerous Toaster was brought in to reimagine the site as a structured digital catalogue that better supported both discovery and sales. The work included clearer naming conventions, improved search functionality, a stronger content structure, and a refreshed visual identity that made the experience more cohesive and easier to navigate.

The project also introduced thought-leadership content, a redesigned gallery, and updated brand elements, creating a more credible digital presence while improving product clarity and internal sales enablement.

The result was a stronger search presence, with the website becoming one of the top-ranking results for stair installation searches in Calgary and multiple content pieces earning featured Google snippets.

Focus:
Information architecture, search, content strategy, UX redesign
Outcome:
Top local search rankings and improved sales enablement