Trust Air Conditioners is an HVAC company expanding into the North American market with a focus on high-quality heating and cooling solutions at competitive prices. To compete with established B2B HVAC brands, the company needed a website that felt credible, easy to navigate, and strong enough to support both product discovery and lead generation.
This project involved redesigning the website from scratch in Webflow, restructuring the product architecture, and creating a more scalable content system. The goal was to turn an outdated website into a stronger business tool that could support trust-building, quote requests, warranty access, and long-term product growth.
The previous website was an outdated WordPress build with an unstructured CMS, limited usability, and no clear handoff documentation. As Trust prepared to enter the North American market, the website was not strong enough to support that move.
Some of the main issues were:
The site did not meet the visual and structural expectations of a modern B2B HVAC company.
Product information was difficult to organize and browse clearly.
The CMS was not user-friendly enough to support a growing catalog.
Users could not easily understand which products paired together across categories.
Key business features such as quote requests and warranty access needed stronger integration.
The website did not communicate enough credibility to attract the right target audience.
Trust needed a cleaner, more scalable platform that balanced functionality with professionalism.
To address these issues, the website was rebuilt from scratch in Webflow with a stronger focus on trust, structure, and scalability. I helped define the sitemap, reorganize the content structure, and shape the product architecture so users could browse categories more clearly and understand product relationships more easily.
Because the product catalog was complex, a major part of the solution involved improving the CMS logic behind the site. Categories, subcategories, product details, technical specifications, and paired products had to work together in a way that was flexible for the client and understandable for the user.
The redesign also introduced clearer lead-generation pathways through contractor quote forms and a warranty feature, while the cleaner interface and improved content structure helped support stronger SEO and a more credible market presence.
The redesigned website helped transform Trust’s digital presence from an outdated and difficult-to-manage platform into a more scalable B2B business tool. By improving the information architecture, rebuilding the CMS structure, and creating a cleaner, more credible interface, the site became better aligned with the company’s market-entry goals.
The project also helped improve SEO performance, strengthen the brand’s online presence, and support more effective lead generation. Combined with broader updates to the company’s Facebook and LinkedIn presence, the website helped increase qualified monthly leads by 70%+ and brought in inquiries from a more relevant target audience.
