AWC Windows · OB2 House

The firm had forty years of proof. The website had none of it.

Challenge

AWC has fitted windows, doors and conservatories out of Oldham since 1978. Family run, still trading, 5.0 from 260 reviews, North-West Installer of the Year, a record most installers would build their whole pitch on.

Their site is running jQuery 1.11.2, shipped in 2014, and sets maximum-scale=1.0 with user-scalable=0, which switches off pinch-zoom on a phone. It is a brochure from a decade ago on a page most of their customers now open one-handed.

The eight things they actually fit (windows, doors, conservatories, warm roofs, lantern roofs, garden rooms, roofline, blinds in glass) had nowhere of their own to be found. A firm that installs eight products needs eight addresses.

The proposition first: who they are, how long, and the number to ring. The photograph is theirs.

Approach

The material decided the design. Glass is edged, reeded and layered, so the interface is built from those three: hairline edges, a reeded surface behind the dark sections, panels that sit in front of the photography rather than on top of it. Fraunces for the headlines, Manrope for everything that has to be read at arm's length.

Every product category gets a card, a plain sentence about what it is for, and the specific systems they fit named on it: Eurologik, Logik flush sash, vertical sliders, Equinox, Skypod. An installer who names the system is telling a buyer something an installer who says 'high quality UPVC' is not.

The evidence is a before-and-after slider on real installs, photographed on the day, with the address type in the caption: anthracite composite on a red brick terrace, arched glass on a brick semi. Not a gallery; a comparison you have to drag.

Payment is stated where the price anxiety actually is. Klarna, Clearpay and Ideal4Finance sit under the work, with the FCA introducer wording intact rather than buried in a footer.

Eight products, eight cards, each naming the systems they fit.

The phone view, where the call button never leaves the screen.

Before and after on one install, dragged rather than scrolled past.

Forty years, the guarantee, the review score and the review count, stated as four figures.

Finished installs, each captioned with the house it went on rather than the product code.

Where it stands

Designed and built as a working page. The quote flow, the sliders and the category navigation all run. Every fact on it is AWC's own, taken from what the business already publishes about itself: the address, the hours, the guarantee, the awards, and three reviews quoted from their All Checked profile with the month and the town left on them.

It has not replaced the live site. Whether it does is AWC's call.