Wells Lamont



Client Objective

Cut down on service calls and inquiries from new and loyal customers with a re-designed, mobile-first

The Project

Design and develop a responsive mobile-first WordPress theme by extending the new C9 Starter Theme for management by the Wells Lamont marketing team.

  • Website Design
  • Website Development
  • UI/UX Design

A lot had changed in the five years since Wells Lamont launched its first WordPress website. Its audience – loyal to the company’s hard-working line of landscaping and work gloves – was was actually getting younger. And Wells Lamont had responded with a new line of products developed for snowboarders and skiers, putting its products’ durability and function on full display in a brand new market. The company was acutely aware of a need to fine-tune the mobile experience for its new customers. It was simply a question of, once again, how to get the job done.

The existing had the features its existing customers needed. But as the company’s audience grew, the marketing team needed more control over editing its content. Specifically, Wells Lamont was looking for:

  • Beautiful landing pages
  • Full-view, high-impact product images
  • Prominent sub-brand positioning on the homepage

With the majority of our newer customers being a bit on the younger side, we can assume they will be accessing product information when they need it. Most often, that happens via a mobile device when you’re on a job site, on the ski slopes, or even in the garden. We also wanted to evolve the feel of the website to be modern and appeal to a younger consumer as well as our established, loyal consumers.

Christine Janci
Digital Content Specialist, Wells Lamont
Homepage for Wells Lamont with Bootstrap tabs, carousels, and featuring sub-brands for Wells Lamont.

Wells Lamont customers were never short on questions, and the company saw that truth as an opportunity when it came to mobile-first design. The marketing team knew that gaining an ability to quickly create and edit its pages and update product information would improve customer satisfaction, while freeing up time to focus on growth.

COVERT NINE saw the solution in a new WordPress plugin it had developed for use with the Gutenberg editing interface. C9 Blocks, built to make editing complex landing pages an easy, visual experience for users, would enable Wells Lamont to generate content rapidly using individual ‘blocks’ of rigid form fields in a pre-determined layout.

The results speak for themselves:

Filterable product category with Woocommerce integration for the catalog

Using the C9 Blocks plugin, with help from COVERT NINE, the marketing team at Wells Lamont reorganized the product filters on its sub-brand pages by function, rather than feature, to enable product search by job or chore instead of obscure material or capability.

That made it easier for the company’s distributors, sales team, and customers (gardeners, mechanics, and snowboarders) to navigate, and truly understand its product catalog.

Single product page template

To add, by using more commonly-searched terms and shifting to a mobile-friendly construct, Wells Lamont would see a significant increase in Google-driven traffic to their redesign. Under COVERT NINE guidance, the company took advantage of the search giant’s tendency to index mobile sites first, and give preference to fast page loads.

To support that technical approach, COVERT NINE used Twitter’s Bootstrap CSS framework on top of Gutenberg block templates, along with a WooCommerce organized product catalog that would make it easy for the Wells Lamont marketing team to add new products, features, tags, and organizational taxonomies quickly and easily.

With these tools, new products would extend into the new Wells Lamont site beyond the catalog itself: WooCommerce product blocks, FAQ information, forms, and new copy became part of a system that push product information to areas on the site most-frequented by mobile browsers. So once the style guide came together, it was simply a matter of loading base content, and flipping a switch.

All said and done, Wells Lamont ended its rebuild with a site that looked beautifully modern, loaded faster, and indexed more frequently – without sacrificing one quality for another.

The results

  • On-average 89% website size reduction
  • Improved Google Pagespeed scores from 28/100 to 95/100 on desktop browsers
  • Hard shift from mobile-also to mobile-first design