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Unifying a fragmented brand into a growth platform

Westlake Pipe & Fittings had grown through acquisition, leaving a fragmented brand and disjointed digital presence. The challenge was to bring multiple businesses together into a single ecosystem built for growth and commercial performance.

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Industry
Building Materials
What We Did
  • Digital Transformation
  • Platform Strategy
  • Experience Design
  • CMS Implementation
The Ambition
Westlake Pipe & Fittings had just completed a major transformation, rebranding from NAPCO and integrating multiple acquired businesses, but its digital presence still reflected the past.Product lines were fragmented, navigation was complex and customers struggled to move between categories, creating friction in the buying journey and limiting the site’s ability to support sales.The ambition was to change that by creating a platform that unified the brand, simplified discovery and made it easier for customers to find, specify and request products.
The Strategy
The website had to become more than a catalogue and function as a commercial foundation.The approach focused on unifying the brand architecture, improving how customers move between product categories and strengthening the points where interest created enquiry.That meant bringing legacy brands into a single interface, designing navigation around how engineers and contractors search for solutions and creating clearer paths to RFQs and technical resources.At the same time, the website and branding was built to support future growth, with the flexibility to add new products, content and tools as the portfolio expands.
The Execution
  • 01

    • The site was rebuilt from the ground up, aligning UX, design, content and development around the customer journey.
  • 02

    • Product lines and legacy brands were brought together with a clear structure that surfaced related products and supported discovery across the portfolio.
  • 03

    • Lead generation was strengthened by reworking RFQ journeys and contact flows, alongside a new hub for technical resources, tools and industry content.
  • 04

    • Designed mobile-first, this enabled engineers and contractors to quickly access specifications, dealer locations and installation guides in the field.
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The Growth

Since launch, the platform has delivered measurable improvements in engagement and lead generation.

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    Conversion rate
  • +0%
    Qualified enquiries
  • +0%
    Customer engagement

How Much Can You Grow?

Find Out
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