We conducted industry and competitor research to understand Crown Verity’s target audience, what competitors were doing, and how we would measure success. This led us to develop a headless eCommerce website with advanced search configuration, separate USA and Canadian domains, a UX tool to Build Your Own Grill, case studies for content marketing, and multiple ad campaigns.

Crown Verity also wanted to update the structure and aesthetic feel of the website to better engage customers and drive sales—not rebranding, but redesigning. We developed an information architecture for the site that was clean and logical, and included more opportunities to showcase products. The new designs included a contemporary, more inviting font, a bright colour for CTA buttons to improve scannability, and solutions- focused copywriting that put more emphasis on customer benefits.

Crown Verity is now selling their products online, in Canada and the USA, with their headless ShopifyPlus eCommerce website! Featuring tons of filter options like category, product type, and price range, plus high-quality photos and product descriptions, the store is seamless to navigate and make an online purchase on. It’s also easy for retail shoppers to find a dealer near them through the map of all locations on the Contact page.

Shoppers can customize a grill to fit all of their unique outdoor cooking needs, adding straight to their cart or getting a custom quote. The app is optimized for mobile as well as desktop, so shoppers can intuitively build and purchase their own grill from their smartphones. Whether they’re a food manager for a golf club or a homecook looking to personalize their outdoor kitchen, Build Your Grill guides them through the process of designing their own unique grill (rotisserie, anyone?).

They’re facilitators of exceptional outdoor hospitality experiences. They prioritized product lines that would benefit their customers during the pandemic, like portable handwashing stations and outdoor dining options.

We shifted the focus from grills to lifestyle solutions, highlighting different ways residential and commercial clients can build a fully functional—and safe—outdoor kitchen.

In order to reach new audiences and promote the online marketplace, we’ve helped Crown Verity become more strategic with their marketing efforts. This has included branded eblasts to promote products to specific sectors, digital ad campaigns, social media giveaways, and more. Coupling high-quality photography with enticing copy has resulted in increased brand awareness and sales for Crown Verity.

The redesigned website, digital campaigns, and eCommerce platform have enabled Crown Verity to expand into new markets where customers can appreciate the same craftsmanship in the online experience as they do in their grills.