An Australian manufacturer of flagpoles, flags and goal posts, moved off a dated platform onto its own website with the whole range laid out, an enquiry flow that reaches the factory, and a full online store now in build.
A family run manufacturer selling a genuinely complicated product range now has a website that shows the whole range and takes an enquiry properly, while the store gets built behind it.
Federation Flags & Flagpoles make the product themselves. Aluminium flagpoles in garden, tapered, verandah, marine and indoor styles, national and custom printed flags, AFL, rugby and soccer goal posts, and all the fittings that go with them. Everything comes out of their own factory and ships around the country.
The problem was never the product. It was that the old site sat on a dated proprietary platform, the range was hard to browse, and a customer who wanted a 9 metre tapered pole or a set of goal posts had no clear way to say so. For a product with heights, sizes, bases and freight to sort out, the website has to do more than list a phone number.
Flagpoles, flags, goal posts and fittings each got their own page, plus a full range page that lays out every product with its sizes and options in one place. Instead of hunting through a catalogue, a customer lands on the thing they came for and can see straight away whether it is made.
Because the price depends on height, size, quantity and freight, the site does not pretend to be a checkout yet. It asks what the customer is after in plain language, then routes that enquiry straight to the factory inbox with the details attached, so the reply can carry a real price rather than a request for more information.
When freight and sizing decide the price, a form that only collects a name wastes the first reply. Ask the question once, answer with a number.
The whole site was built to the Scalus search standard from the start: a page per product family, proper titles and descriptions, structured data, a sitemap, and content written so that an answer engine can quote it. For a manufacturer whose customers search by product and by size, that structure is what gets them found.
The website live today is the first stage. Behind it, the full ecommerce store is being built, with variant pricing by height and size, a cart, checkout on the client's own payment account so the money lands with them directly, and the CRM behind it handling orders, enquiries and follow up.
Federation Flags & Flagpoles are off the old platform and on their own domain, with a site that shows the whole range, captures an enquiry with the detail attached, and is set up to become a full store rather than being rebuilt again.
I build the website, the lead flow and the dashboard live in 4 days, month to month, same price forever.
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