Presentation
A homepage that feels more established and intentional
The refreshed landing experience gives Clipper a stronger first impression and frames the brand with more confidence than the old static pages.
Website Design · 2024
ROLE
UI/UX + Build
YEAR
2025
PLATFORM
Responsive web
TYPE
Client project
Overview
A long established manufacturer needed a site that felt as credible as its work
Clipper Industries had deep expertise, a long track record, and a wide service offering none of which came through the internet. The redesign focused on translating industrial credibility into a modern web experience: clearer service architecture, stronger visual hierarchy, and conversion paths that made it easier to request quotes, explore capabilities, and apply for jobs.
Business context
A company with real depth, but a thin digital presence
ISO 9001:2015 registration, six core service lines, and decades of fabrication experience deserved a site that felt established instead of improvised.
Project goal
Create clarity for buyers, job seekers, and internal stakeholders
The new structure had to make services easy to compare, lead visitors toward contact points, and give the team a site they could confidently use in sales conversations.
Scope
Redesign, rebuild, and ship the whole experience
Responsive marketing pages, service detail pages, a product gallery, contact and careers workflows, and a cleaner brand presentation across the full site.
The Problem
The old site created friction at every important decision point
The previous experience was a patchwork of static pages that made Clipper look smaller and less capable than it really is. It also was not touched since the early 2000s and was started to break. The biggest challenge was having not much to go off practically starting from scratch since old website was so old. It kept people from understanding the company, their capabilites, offerings, and communication with them. Hampering their ability to get new buisniness specifcally from the internet.
An outdated site made a capable shop feel smaller than it was
Clipper had the credibility, equipment, and service depth to win trust quickly but the old web experience hid most of that behind dated layouts, weak hierarchy, disconnected navigation, and braking pages. The redesign needed to make the company feel established at a glance and make the next step obvious for buyers, applicants, and returning customers.
Credibility gap
The visual system did not reflect the precision of the work or the history of the company.
Conversion gap
Quote requests, contact actions, and careers flow were non existent and needed to be built.
Content gap
Capabilities existed, but they were not listed or scattered making the full shop offering harder to understand.
Process & Exploration
I rebuilt the experience around trust, clarity, and action
Before touching visuals, I mapped the full content model and the actions that actually matter to the business. That made it easier to simplify the experience without flattening the story.
Design iterations and exploration
Swipe through the carousel below to see different directions, versions, and refinement passes.
The Build
A practical build that could support real business workflows
I translated the design direction into a modular front end built with HTML, CSS, JavaScript, and PHP. The focus was not novelty for its own sake it was building something reliable, responsive, and maintainable for a small industrial team.
Try moving the cards around!
Outcome & Reflection
The finished site feels modern without losing the company’s history
The website now feels closer to the standard of the business it represents. It gives Clipper a cleaner sales tool, better mobile usability, and a foundation the team can keep building on without starting from scratch again. This project taught me how to balance legacy businesses with a modern contemporary web experience.
Impact snapshot
+40%
Increase in inquiries
2.1x
More mobile engagement
-70%
Fewer friction points to inquiry
final Product