Blackstone Granite had an outdated website that no longer reflected the company.

The business had grown significantly, adding new brands and expanding its inventory, but the site remained slow, hard to navigate, and disconnected from day-to-day operations.

Inventory was not reliable, and the sales team couldn’t depend on the website. Instead, they relied on catalogs and manual confirmation with the office.

The goal wasn’t just a redesign.

It was to:

Make inventory visible and up to date

Reflect the growth of the company and its brands

Create a tool that both clients and the sales team could actually use

The main issue wasn’t visual, it was structural.

Inventory was difficult to manage → quickly became outdated

Navigation didn’t reflect how products were organized

Branding was inconsistent across pages and brands

The website didn’t support sales conversations

As a result, the website was not part of the sales process.

I focused on simplifying the structure and turning the site into a functional sales tool.

Reorganized navigation around how users search for materials

Built a scalable product structure using WordPress + WooCommerce

Unified branding across Blackstone and its related brands (Zenith, Levantec, etc.)

Improved messaging to clearly communicate product value

Created landing pages to support different product lines

Optimized key pages for SEO

Designed a clean, consistent UI

Added tools to track site performance and usage

Coordinated development to ensure everything worked reliably

The new website focuses on clarity and usability.

Inventory is now:

Structured

Easier to maintain

Easier to browse

This makes it possible to keep information current, which directly impacts how useful the site is.

The design was simplified to feel more premium and aligned with the brand, without adding unnecessary complexity.

Instead of acting as a static catalog, the site now supports real use cases:

Clients browsing available materials

Sales reps using the site during conversations

Teams relying on it as a source of truth

Inventory is easier to manage, making it easier to keep it current

Fewer calls to the office to confirm availability

Dealers are more confident that what they see online reflects real inventory

Increased trust between the company and its clients

Sales reps now use the website instead of relying only on catalogs

Stronger alignment between the website and the brand

The biggest improvement wasn’t design, it was making the site usable day to day.