Building a website that goes beyond glass
Client
Stake Glass
Services
Stake Glass is the South Island's only full-service independent glass manufacturer, supplying builders, fabricators, glaziers and homeowners right across the region. The business has just marked its 10th year, and it's built its reputation the old-fashioned way: through relationships, reliability and word of mouth. The problem was that their old website hadn't kept up with any of that. It was dated, inconsistent, and still carrying an ecommerce shop bolted on during lockdown that nobody really used anymore. Worse, it told the wrong story. It made Stake Glass look like a company that simply sold glass, when the real value they offer is everything that happens around the sale: technical advice on site, help figuring out the right product for the job, and a team that shows up and delivers.
- A full shift from a part-B2C, product-first site to a focused B2B trade platform
- Site architecture built around buyer personas and customer journeys with no guesswork
- Client marketing manager fully trained and now running the CMS in-house
Telling the right story to the right audience
A site built for browsing mirrors and shower screens doesn't do much for a group home builder or an architect trying to work out whether Stake Glass can handle a complex commercial job. The objective was to move the website from B2C to B2B without losing the smaller residential leads Stake Glass still values and refers to trade partners, and to make sure the site reflected the partnership-led way the business works.
Trade-first site architecture
We restructured the site around Trade and Commercial and Home Owners sections, so trade buyers - the core audience - get straight to what they need while residential enquiries still have a home and a clear path through to what they need.
Persona-led content
Key pages were shaped around what a specific buyer type needs to see, from lead times and logistics for fabricators through to compliance and installation detail for builders.
Coverage and logistics clarity
We built a coverage map into the Trade and Commercial pages, so visitors can see at a glance where Stake Glass supplies only versus where they supply and install.
People-first photography
New hero imagery puts the Stake Glass team, including their CEO, front and centre on the homepage, backed by a coordinated photography shoot of the manufacturing plant.
Full CMS handover
We trained the Stake Glass marketing manager to manage and grow the site herself, including SEO basics, so the business isn't reliant on Mint for day-to-day content changes.
With the website live, the focus is shifting to making sure the right people find it. An SEO retainer is starting to build on the site's organic foundations, alongside remarketing and display activity to keep Stake Glass front of mind with people who've already visited. This sits inside a wider annual marketing plan Mint has developed with Stake Glass, so the website becomes the foundation for sustained, longer-term growth rather than a one-off project.
Renewed pride in the brand
Early feedback from within the Stake Glass team and their wider contacts has been strongly positive, with the site regularly singled out as a step up from competitors.
Internal ownership
The marketing manager has taken real ownership of the site, adding new pages and refining content herself as she gets more comfortable using the CMS.
A brand that's finally caught up
The website now matches where the Stake Glass brand had already moved to, turning the positioning work from the year before into something tangible that customers actually experience.
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