- Client
- Allied Outdoor Solutions
- Role
- UX Designer & Developer
- Timeline
- 6 weeks
- Year
- 2025
- Category
- WordPress Website
Overview
Allied Outdoor Solutions is a Texas outdoor-living company (Carvestone®, patios, pool decks, kitchens, shade) serving Austin, Dallas, Fort Worth, Houston, and San Antonio. The engagement was a WordPress UX rebuild and information architecture, with a consultation lead form.
Why
Allied Outdoor Solutions does Carvestone®, patios, pool decks, kitchens, and shade across Texas. The physical work is premium; the old site was not. A wide service list overwhelmed visitors instead of converting them, and five markets needed clear IA.
Relevant to any multi-market trades brand. The engagement was a WordPress UX rebuild, live at alliedoutdoorsolutions.com.
The challenge
Premium outdoor services were presented on an outdated site that overwhelmed visitors instead of converting them.
What made it hard
- A wide service list overwhelmed visitors instead of converting them.
- Five Texas markets needed clear IA, not one undifferentiated homepage.
- The old site did not match the quality of the physical work.
Approach
Client interviews and analytics, then information architecture by service, a WordPress rebuild, performance (compression, async, caching), and SEO/lead-gen plugins. Photography from the AOS archive supports the case.
Process
- Research: Interviews + analytics to find where visitors bounced.
- IA: Service categorization across five markets.
- Rebuild: WordPress theme, performance, SEO.
What we built
- Service IA: Carvestone, patios, decks, kitchens, shade — browsable, not a wall of links.
- WordPress rebuild: Custom theme so hospitality-grade outdoor work has a matching site.
- Performance + SEO: Compression, async loading, caching, SEO plugins.
How it was built
Client interviews and analytics, then information architecture by service, a WordPress rebuild, performance (compression, async, caching), and SEO/lead-gen plugins. Delivery window about six weeks.
Service IA covers Carvestone, patios, decks, kitchens, shade — browsable, not a wall of links. Austin, Dallas, Fort Worth, Houston, and San Antonio each have their own location pages. Brand photography is part of the case-study library.
Stack
- WordPress: Custom theme rebuild
- SEO + lead gen: Plugins and IA
Outcomes
- WP: Custom theme rebuild
- 5: Texas markets in IA
- 6 wk: Delivery window
- SEO: Lead-oriented structure
Wins
- WordPress custom-theme rebuild matching the quality of the installs.
- Service IA across five Texas markets.
- Performance work: compression, async loading, caching.
- SEO / lead-oriented structure in about a six-week window.
Hard parts
- Service overload: A wide list overwhelmed visitors. IA had to convert, not catalog everything at once.
- Five markets: One undifferentiated homepage was not enough. Markets needed structure.
- Site vs jobsite: The old site did not match the physical work. Photography and theme had to close that gap.
Services
- UX Research
- Information Architecture
- WordPress Development
- Performance Optimization
- SEO