SALVO METAL WORKS
LOGO & WEBSITE
CASE STUDY
Refined branding and website improve usability, clarity, and overall customer experience.
Salvo Metal Works is a family-owned and operated roofing products manufacturer located in Naperville, Illinois. They customize all of their products to meet the unique needs of each customer. Their products include chimney shrouds, cupolas, dormers, finials, leader boxes, roof vents, snow guards and more.
The Challenge
Salvo Metal Works originally came to us wanting a modern, user-friendly website. In the early phases of project discussion, we inquired about their brand colors and logos and learned that the client had recently developed a new logo concept using Canva. After viewing it, we identified some issues. The first was a lack of established PMS colors. It’s highly recommended that companies know the PMS values of their brand colors to ensure consistency across different usages and when utilizing different vendors for digital and physical deliverables.
The logo concept also featured an oversized icon that visually overshadowed the company name. We confirmed this issue when we asked the client what they wanted people to notice first. Without hesitation, they said, “The company name.”
As for the website, the look was outdated, and the online store created confusion. Visitors browsing chimney shrouds, cupolas and dormers were led to believe they could purchase online. However, they were instead redirected to submit a quote request. The experience felt inconsistent and frustrating compared to other product pages where they could submit an online order.
Salvo’s goal was clear: refresh their branding and fix user experience issues so visitors could easily learn about and purchase or inquire about the company’s high-quality products.
Strategy Execution
Our first step was addressing the logo. We analyzed the Canva version and quickly identified opportunities to enhance the design. In just two hours, we created an improved version that ensured the company name was the focal point. After receiving the client’s approval, we established an official brand standards document with a defined color palette and fonts to maintain consistency between print and web.
With branding complete, we moved on to the website. We rebuilt the site on WordPress using the Elementor page builder for easy editing and long-term flexibility. The navigation and product pages were reworked to create clarity in the buying process. Instead of allowing users to mistakenly add custom items like chimney shrouds, cupolas and dormers to the shopping cart, these product pages now clearly direct visitors to an order inquiry form — either via a “Jump to Order Form” link at the top or by scrolling to the form at the bottom.
We also introduced a prominent “Buy Now” button for customers who already know what they need. This button takes users to a filtered selection of products available for direct purchase, streamlining the path to sale.
Other key improvements included:
Multiple image galleries showcasing product craftsmanship, which adds trust and credibility
A sticky header featuring the company phone number and “Buy Now” button for convenient access
A refreshed “About the Team” page with updated employee photos and bios about company leaders
Finally, we provided the client with CMS (content management system) tutorial videos so they can easily use Elementor to make site edits independently.
The Results
The transformation for Salvo Metal Works was both immediate and impactful. Their new logo and branding system provide visual consistency and elevate the overall perception of the business. The website’s improved structure makes it clear to users whether they can buy now or submit an inquiry, removing confusion.
Visitors now enjoy a better experience, and Salvo’s internal team can maintain and grow the site thanks to the Elementor platform and provided training resources.
With a strong new brand, a user-focused website and an optimized CMS, Salvo is well-positioned for growth. Next steps include targeted marketing efforts through local SEO, nationwide SEO and PPC campaigns, setting them up for long-term digital success.
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