U-C Coatings

Overview

For over five decades, parent brand U-C Coatings has been a trusted supplier of high-quality, eco-friendly wood sealants, concrete protection solutions, and other coatings to sawmills, timber producers, and retail stores. Despite this unique legacy, the brand struggled with a fragmented online presence while juggling the daunting task of maintaining consistent branding for all the brands under the U-C Coatings umbrella. These brands cover multiple verticals, including:

  • Wood preservation and finishing
  • Coatings for lumber, plywood, and engineered wood products
  • Oil and water-based putties for industrial and commercial applications
  • Products for concrete and wood restoration
  • Moisture-controlling eco-friendly sealants

To address this challenge, the eco-friendly wood preservative brand looked beyond SEO. UC-Coatings wanted a modernized and unified ecommerce environment that would streamline the shopping experience, enhance brand consistency, and drive significant long-term growth. They needed a custom solution that could meld the best aspects of modern web design for multiple eco-friendly wood sealant brands.

This is how we delivered.

Homepage for U-C Coatings showcasing eco-friendly wood solutions

Problem

This challenge hinged on our expertise in ecommerce web design and custom web development. The core challenge was unifying six separate brand websites into a single, coherent ecommerce platform. The client wanted to achieve this integration without compromising the identity of each brand. Time was also of the essence here. The client wanted to be ready to capitalize on their late spring peak season in the coming year.

Old Shop page for U-C Coatings

This case study for the leading eco-friendly wood sealant brand covers how we consolidated these websites. The project demanded the seamless integration of multiple systems and data sources. We also accommodated complex client requests, such as adding a more intuitive user interface, implementing dynamic filtering options, and creating a more streamlined purchasing journey.

Solution

The Ideal Homepage

The homepage we delivered for U-C Coatings was the keystone of this project. There were two central goals for this page:

  • To integrate U-C Coatings’ other brands while prominently highlighting them
  • To kickstart a buyer’s journey that involved fewer steps to initiate a purchase

Our case study for the eco-friendly wood sealant brand shows that the new homepage leverages high-quality imagery and concise messaging to convey U-C Coatings’ core values while providing direct access to its brands.

Homepage for U-C Coatings showcasing eco-friendly wood solutions
Products Page for U-C Coatings

Conversion-Oriented Web Design

The client’s second goal, to increase its sales with a more streamlined buyer’s journey, required a multifaceted approach. Here’s a brief overview of our conversion-oriented solution: 

  • A mega menu navigation system to provide clear access to all the client’s brands and products
  • Reformatting and optimization of 216 pages and blog posts, generating growth through SEO for the eco-friendly wood preservative brand
  • A dedicated store locator page to help buyers find nearby retailers carrying U-C Coatings’ products
  • SAP Business One integration to facilitate inventory management and processing
  • Email marketing integration, allowing for more targeted advertising campaigns
  • Setting up more robust and flexible shipping methods
  • Header and footer development, keeping in mind the distinct requirements of each brand
  • Creating a comprehensive redirect strategy to ensure a smooth transition

Read our other web design case studies to learn more about our unique approach.

Final Product

The following images show select pages of the brand’s website before our work.

Here’s what our custom solution for U-C Coatings looks like in action

Results

The launch of U-C Coatings’ new website has been a success, as the website has received praise for its intuitive navigation and modern design. Our team seamlessly migrated and optimized over 200 pages to drive traffic for U-C Coatings and generate high-value leads. 

The unified ecommerce platform allows B2B clients, retail customers, and investors to browse U-C Coatings’ eco-friendly wood sealant products across multiple verticals with a single cart.

Completed on time (a feat in itself) for the peak season, the migration and new features help U-C Coatings attract and retain new buyers.