Belle Artae Wood Products Company

Project Overview

This high-end wood products company needed a robust website that could effectively showcase hundreds of products and provide its B2B clients with quick and easy access to detailed product information.

Additional website must-haves included a photo gallery to show successful past projects as well as a mechanism for capturing qualified sales leads.

This website project also called for the creation of custom landing pages, call-to-action boxes and submission forms for customer testimonials. Other special features included email list sign-up, social sharing and re-captcha integration.

What We Did

This product-intensive website required careful planning and development. Our first challenge was figuring out how to make the company’s large quantity of product information quickly and easily accessible to web users.

Our solution was to create a products component with five interconnected database tables containing all of the product information. Using our proprietary CMS, we created custom programming to allow the database tables to work together – filtering and sorting information based on input from the web user. On the front end, dependent drop-down menus enable web users to make selections and drill-down to easily find products.

Creating a way to capture high-quality sales leads was a must for this website project. To generate leads, the company wanted to make downloadable CAD files available to users who register online. To meet the company’s needs, we created a custom registration system and placed the files behind a user registration wall. Users who register must provide contact information before they can access the restricted files. Automated email verification ensures the authenticity of all leads.

To showcase the company’s past projects, we developed a custom projects gallery with dual functionality. The main gallery page features thumbnail images which, when clicked on, start a full-screen slide show. Links below each thumbnail lead to a detail page with a full-screen image and additional information.

This website was designed to be responsive; it automatically adjusts to fit any device.


The company’s target audience is construction professionals: architects and builders. To speak to that audience, our approach focused on strong, clean, well-structured design. We used neutral blacks, grays and white to enhance the display of colorful installation photos. Sliding banner images on the home page quickly convey the types of projects the company works on.

Graphic Design and Content Writing

This multi-faceted project went well beyond website design and development. To fulfill the demanding content requirements, we created hundreds of CAD drawings, 3D models, shaded renderings and photo-realistic renderings. In addition, we created all of the website’s written content.


Click on a thumbnail to see a larger image and/or begin a slideshow.

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