Case Study: Rebranding Wearwell’s Digital Presence

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Overview

Wearwell, an industry leader in ergonomic flooring and matting solutions since 1950, had a website that didn’t reflect its stature or capabilities. Despite its impressive track record — 11 patents, 6 international distribution centers, and decades of innovation — none of this credibility was visible online. The site functioned like an e-commerce platform, yet customers couldn’t purchase products, leading to confusion and performance issues. Product pages loaded slowly due to hundreds of size variations, and there was no visibility into where leads were coming from.

The Challenge

  • The homepage failed to communicate Wearwell’s brand authority.

  • The e-commerce-like structure slowed performance and created user frustration.

  • No lead source tracking meant marketing couldn’t measure ROI or channel performance.

The Goal

Redesign the homepage and streamline the user journey to:

  • Reflect Wearwell’s leadership and legacy.

  • Simplify the quote and sample request process.

  • Improve site speed and enable marketing attribution for smarter budget decisions.

My Role

As Director of Marketing & E-Commerce, I led the project from concept through launch — developing the strategy, writing copy, guiding UX/UI direction, and overseeing cross-functional execution between marketing, product, and engineering.

The Approach

Rebranding the Homepage

  • Outlined a new homepage structure emphasizing Wearwell’s credibility: company longevity, patents, and global reach.

  • Authored all headlines and copy to communicate confidence and innovation.

  • Partnered with design and engineering to translate the vision into Figma mockups.

  • Provided creative direction and personally refined designs across three iterations to achieve a cohesive, branded look.

  • Directed new product photography to replace stock images for a more authentic, premium aesthetic.

Improving Site Performance & UX

  • Led a collaboration with Adobe and UX experts to diagnose site speed issues.

  • Removed e-commerce functionality (checkout/cart) to eliminate unnecessary load.

  • Designed and implemented a new “Need Help” form, allowing users to instantly request quotes or samples in a single step.

  • Introduced conditional logic for sample requests, dynamically showing address fields only when needed.

Building Data-Driven Insights

  • Partnered with analytics to implement UTM tracking across all form submissions.

  • Created Salesforce fields and coordinated API integration to pass lead source data directly into CRM.

  • Worked with the external agency to retag the website for Google Ads, Microsoft Ads, and LinkedIn tracking.

  • Enabled Wearwell to see which channels drove the most valuable leads, supporting more strategic ad spend.

The Results

  • +50% faster page load times (after removing unnecessary product data).
  • Improved conversion rate from quote requests due to simplified UX.
  • Enhanced marketing attribution with full visibility into lead sources across Google, Facebook, LinkedIn, and more.
  • A new homepage that finally reflects Wearwell’s legacy, credibility, and innovation.

Key Takeaway

This project transformed Wearwell’s website from a confusing, underperforming e-commerce shell into a modern, brand-forward, data-driven lead generation platform. It also set the foundation for measurable growth — connecting marketing performance directly to sales outcomes.

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