Project Overview

I developed a robust digital storefront for Steel Mills Products, a specialized distributor of high-tensile metals, roofing sheets (Mabati), and industrial storage solutions. The platform was designed to simplify the sourcing of heavy construction materials for homeowners and contractors across Kenya.

Key Features & Implementation

1. Technical Product Catalog

I built a structured inventory system to handle complex industrial specifications:

• Roofing Solutions: Managed high-quality listings for textured roofing (Elegantile, MaxCover) and polycarbonate sheets, complete with gauge (28G) and thickness (1.5MM) details.
• Structural Hardware: Organized essential steel bars, binding wires, and hoop irons into a searchable database for construction projects.
• Storage Systems: Created a dedicated section for cylindrical tanks ranging from 500L to 6,000L, allowing users to compare capacities easily.

2. Conversion-Focused “Get a Quote” Flow

Since steel prices often fluctuate, I implemented a dual-action sales strategy:

• WhatsApp Commerce: Direct “Buy via WhatsApp” buttons on every item to facilitate immediate price negotiation and logistics planning.
• Instant Quotations: Prominent call-to-action buttons for free structural quotes, bridging the gap between browsing and professional consultation.

3. Trust & Authority Building

• Service Highlights: Developed custom modules showcasing 25+ years of industry expertise and commitment to sustainable, eco-friendly roofing practices.
• Verified Social Proof: Integrated a testimonial section featuring real feedback from homeowners in Nairobi and Eldoret to validate product durability.
• Location Integration: Optimized the footer for local SEO, highlighting the Ruiru/Thika Road physical location to drive walk-in traffic.

Technical Specifications

• Platform: WordPress with Elementor and WooCommerce.
• Optimization: Fine-tuned for mobile responsiveness, ensuring contractors can browse materials directly from a construction site.
• Lead Generation: Integrated WPForms and WPCode for custom tracking and high-performance lead capture.