Manufacturing
Premium marine stainless steel components for B2B clients across North America. Bow rails, bimini poles, rod holders, BBQ covers, custom fab - since 1995.
The case file
Bolton Stainless has manufactured premium marine stainless steel components since 1995. Its catalog includes bow rails, bimini poles, rod holders, BBQ covers, and custom fabrication for dealers, boat builders, and distributors across North America.
The challenge was translating three decades of fabrication expertise and a deep product range into a site that trade buyers could navigate and trust at a glance. Buyers needed to find the right component, review useful details, and understand Bolton's custom capabilities without working through a consumer-style shopping experience.
We designed a catalog-forward Astro site with component photography and specifications organized around the way B2B buyers work. Streamlined quote paths and a lean technical foundation now present Bolton as a modern supplier while preserving the credibility earned since 1995.
The brief
A deep marine-hardware catalog can become difficult to browse when product families and custom work share one presentation. Bolton also needed to support repeat trade buyers and new procurement contacts without turning the site into a complex retail store.
We grouped products into practical component families and gave specifications a consistent visual structure. Quote and enquiry actions stay close to the catalog, while custom fabrication receives its own clear position within the sales story.
Problems solved
Three concrete problems on the old experience, and the fixes we shipped.
Catalog categories and consistent product layouts help dealers and manufacturers narrow the range quickly.
Dedicated pathways distinguish repeatable component lines from custom project enquiries.
Industrial photography, clear specifications, and restrained B2B copy reinforce Bolton's established supplier position.
Live screens
Desktop and mobile captures from the live site, not mockups.
Search visibility
Concrete search foundations for Bolton Stainless Inc., not a generic checklist.
Mobile ready
Most visits happen on a phone. The layout, type, and actions are designed for thumbs, not just shrunk from desktop.
Outcomes
A catalog that trade buyers can scan more efficiently
Clearer separation of products and custom fabrication
A stronger digital expression of Bolton's experience
A scalable base for new component families
Build sheet
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