The company’s existing e-commerce experience no longer reflected the quality of its products or the expectations of today’s online buyers. Its broad range of SKUs and configuration options made it difficult for customers to determine exactly what they needed and receive an accurate price. The brand also needed a more polished digital presence capable of supporting stronger credibility, engagement, and online growth.

We completed a full overhaul of Heartland Pergolas’ online presence, including its visual presentation, user experience, and e-commerce journey. At the center of the new platform, we developed a custom quoting calculator that organizes the company’s SKUs into a guided, highly personalized selection process. The finished experience helps shoppers configure the pergola they want, receive an accurate quote, and move toward purchase with greater confidence.

Heartland Pergolas is now generating substantially more quote requests through its website. The improved buying experience has helped the company conduct significantly more business through its e-commerce channel. The complete transformation also gave Heartland a modern brand platform that is better equipped to support future products, customers, and growth.

Heartland Pergolas specializes in pergola products sold through an e-commerce model. Its customers often need to evaluate multiple product options before identifying the configuration that best fits their project. That makes clarity, accuracy, and convenience especially important throughout the online buying process. The company’s extensive SKU range gives customers flexibility but also creates a more complex sales journey.

A strong digital platform helps translate those choices into a manageable step-by-step experience. Heartland’s website therefore serves as both a product education resource and a critical sales channel. Its brand must communicate quality and confidence before a customer ever speaks with the team. The updated platform positions the company to serve more online shoppers without sacrificing personalization. It also provides a stronger foundation for continued e-commerce growth as customer expectations and product offerings evolve.

The project began with a review of Heartland Pergolas’ existing website, product structure, and customer quoting process. We organized the company’s extensive SKU data so it could function within one comprehensive digital solution. The custom calculator was designed to guide visitors through the available choices in a clear, logical sequence. Each step helps narrow the configuration based on the customer’s preferences and desired pergola specifications. The quoting experience then uses those selections to produce a more accurate and relevant estimate.

This approach reduces the confusion that can occur when customers are presented with a large catalog of components and options. We also redesigned the broader website experience to make the company feel more current, professional, and trustworthy. Product information and calls to action were structured around the decisions customers need to make before requesting a quote. The e-commerce journey was refined to create a smoother path from initial research to product configuration and purchase consideration. The updated presentation gives the brand greater consistency across key pages and customer touchpoints. Together, the new brand, website, and calculator provide Heartland Pergolas with a scalable digital sales system rather than a basic online catalog.