Penner Architectural · Commercial Manufacturing
From nearly invisible online to a live product site in eight weeks.
Website Design, Product Copywriting, SEO, LinkedIn Marketing, Competitor Research, Email Infrastructure, Analytics, AI Image Generation
Almost Nothing Online
Penner Architectural manufactures commercial wood ceilings and wall systems in Missouri and ships them to projects across the country. Online, the company barely existed. No real website, no product documentation, no analytics, and shaky control of its own domain and email. Nobody could say how many people were looking for the products, because there was nothing to measure with. That gap costs real money in this industry: the architects and spec writers who choose ceiling systems do their research on manufacturer websites, comparing products and downloading data sheets from names like Armstrong, 9Wood, and Rulon long before anyone gets a phone call. A manufacturer whose specs are not findable is not in the running, no matter how good the work is.
Full Digital Build
Because Penner's buyers spec products from documentation, not ads, we built everything around the product pages and the data behind them. We treated the site less like a brochure and more like a spec library with a storefront attached.
- Researched 5 competitor brands across 12 product categories to set the standard the site had to meet
- Wrote all 12 product pages and launched the WordPress build, with product imagery generated from the client's real wood samples
- Built the spec-sheet system: 201 PDF data sheets organized per product, each one click from its product page, matching the click paths of the biggest names in the category
- Delivered an 841-line SEO package, then executed it live: keyword titles, meta descriptions, and per-product schema across the catalog
- Set up and verified Google Analytics and Tag Manager, fixed contact form delivery, and cleaned up company email
A Foundation That Sells
The site went live eight weeks after kickoff. The catalog has kept growing since: ten products live today, each with its data sheets a click away, and spec access on par with manufacturers many times Penner's size. Analytics reports real numbers and the contact form reaches the right inbox. None of it is rented, either. The domain and the analytics live in the company's own accounts. When an architect asks for documentation now, the answer is a link. There is room on the platform for every product still to come.
