01
AUDIT
Cataloged what the store sells against what Ace’s national storefront already sells better, then drew the line: commodity inventory goes to ace.com, anything with a person attached stays on the site.
02
ARCHITECTURE
Seven departments, three about pages, one contact. Deliberately flat — nothing a customer needs sits more than one click from the header.
03
DEPARTMENT TEMPLATE
One page pattern repeated seven times, so a new service line is a content task rather than a build, and no department ends up with a worse page than its neighbor.
04
REQUEST ROUTING
A single service-request form with the department as the routing key, so quotes and repairs reach the right desk instead of a shared inbox nobody owns.
05
PROOF
Story, team, and community pages carrying fifty-plus years of local standing — the one asset a national catalog page cannot reproduce.
06
SHIP + MEASURE
WordPress behind Cloudflare, galleries kept to real jobs, and inquiries tracked by department so the store can read the site the way it reads a till.
header
logo
departments about contact
call the store
hero — open, local, since 1971
"Here for those important projects since 1971" + find your department
storefront photo
the seven departments
awnings
drop screens
gutters
hardware
paint
repair shop
umbrellas
two ways to buy
shop online → pick up here
walk in and ask a human
brands people search by
DeWalt
Benjamin Moore
Stihl
Craftsman
rewards + current ad
join ace rewards
this week’s ad
since 1971
the story, short version
family photo
testimonials
"your words mean the world to us"
↳Somebody on a phone needs three answers fast: are you open, do you do the thing I need, and can I trust you with it. Fifty years of proof sits under that, not over it.
The catalog is Ace’s job. That frees the homepage to spend its space on the seven service lines instead of a product grid nobody could keep current.
hero
"Awnings, Patio Covers & Shade Solutions"
get a free consultation
why choose us
local since 1971
Sunair + Sunbrella
made to fit
priced up front
we install it
what we do
residential awnings
patio covers & carports
commercial awnings
simple 4 step plan
consultation
custom order
installation
enjoyment
what it costs — actual ranges
retractable
fixed
patio covers
work we have done
gallery slider, real jobs only
closing cta
need some shade? → service request
↳One template, seven times. Answer cost, process, and does-it-fit-my-house before anyone has to ring up and ask.
Everything a quote call used to be spent on is now on the page, so the call is about scheduling instead of qualifying. Seven departments share it, which is why the smallest one still gets a decent page.
the details
3010 Northumberland Hwy, Lottsburg VA
phone
email
service request form
name · phone · email
service request type ▾
what needs doing
where it routes
awnings · drop screens · gutters
hardware · small engines
paint · umbrellas
↳The routing lives here. One form, one dropdown, and the request lands in front of whoever actually does that work.
Service Request Type is the whole trick. An awning consultation and a small-engine repair are different businesses sharing one address, and they should never share an inbox.
About · Team · Community
/our-story
our story
1971 → today
the shop, then and now
our team
the people behind the counter
community
what we sponsor, who we show up for
↳Fifty years is the one thing a national catalog cannot copy. Faces, not stock photography.
02 // THE APPROACH
Split the site by job rather than by product. The commodity catalog was handed to Ace’s own storefront and Rewards system instead of being rebuilt badly, which freed the whole site to sell the seven service lines: awnings, drop screens, gutters, hardware, paint, small-engine repair, and umbrellas. Each gets the same template — hero, why-choose, service categories, a four-step plan, honest price ranges, an FAQ accordion, a gallery of real jobs, and one call to action — so adding a department is a content task, not a build. Everything funnels into a single service-request form whose department dropdown is the routing key, so a shade consultation and a mower that will not start reach different people. Story, Team, and Community pages carry the 1971 proof that a catalog page cannot.
SERVICE REQUEST
→
DEPARTMENT ROUTING
→
REPAIR / INSTALL DESK
→
BOOKED JOB
03 // THE RESULT
Seven service lines each answer price, process, and fit before anyone picks up the phone, so the call that follows is about scheduling rather than qualifying. Online orders go to the national storefront where they belong, service requests arrive tagged by department, and the store can finally see which service line the site actually feeds. [Add the inquiry volume and department mix once a full season of data is in.]