- Digital Strategy
- Web Design
- Web Development
Roof Lantern Manufacturer Website Design & Build
Site redevelopment and product calculator build
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The Task
Website Design & Build for Roof Lantern Manufacturer
Website for Aliwood
Crucible redesigned and rebuilt the website for Aliwood, a UK manufacturer of aluminium and timber premium roof lanterns. Operating in a competitive B2C market, Aliwood needed a website that aligned visually and structurally with its sister brands, Westbury Garden Rooms and Westbury Joinery, while performing more effectively as a lead generation platform.
The project focused on modernising the digital experience, clarifying the product offering, and introducing a bespoke product calculator to support a higher volume of well qualified enquiries.
What did Aliwood need?
Aliwood’s products are design led and technically considered, but the website needed to do more work in guiding customers from interest to enquiry. The business required a platform that could clearly explain the benefits of combining aluminium and timber, build confidence with homeowners, and reduce friction in early stage conversations.
Just as importantly, the site needed to feel cohesive within Aliwood’s wider brand ecosystem, creating a consistent experience across the group while supporting Aliwood’s specific commercial goals.
What approach did Crucible take to the website design process?
We began by defining key customer journeys, focusing on how homeowners explore options, compare products, and decide when they are ready to enquire. The site structure was rebuilt to move users naturally from inspiration and reassurance into specification and action.
The design is clean, modern, and confident, balancing architectural clarity with warmth and material led storytelling. Strong photography, clear content hierarchy, and subtle motion help communicate quality without overcomplication, keeping the focus on usability and conversion.
What technology was used to deliver the website?
The website was built on WordPress, giving Aliwood a flexible and scalable platform that is easy to manage internally.
A core feature of the build was a custom roof lantern product calculator. This allows users to configure products, understand pricing more clearly, and submit more informed enquiries. The calculator plays a central role in improving lead quality while supporting higher enquiry volumes.
What have the results of the new website design been?
The new Aliwood website now supports clearer decision making and more effective lead generation. Customers can understand products more quickly, engage more deeply with key pages, and enquire with greater confidence.
The site delivers a consistent brand experience across the Aliwood and Westbury group, higher quality and better informed enquiries, reduced friction in the sales process, and a platform designed to scale with future product and content development.
Website design for high intent homeowners
For homeowners making considered renovation decisions, clarity and trust are essential. The new Aliwood website combines inspiration with practicality, helping users move confidently from exploration to enquiry.
It is not just a refreshed website, but a commercial tool designed to generate a high volume of quality enquiries and support Aliwood’s ongoing growth.
While Aliwood’s previous website supported the business at a basic level, it did not fully reflect the quality of the products or the scale of the opportunity online. Digital activity was largely focused on keeping the site running, rather than using it as a proactive commercial tool to drive growth.
Working with Aliwood, we agreed that the website should be the first step in a broader, longer term digital approach. By creating a stronger foundation through design, structure, and conversion focused tooling, the business is now better placed to build momentum across marketing, content, and lead generation in a more joined up way.
This project marks the beginning of an ongoing partnership, with the website acting as a platform that can continue to evolve alongside the brand and its commercial ambitions.
Driving lead flow
With the new Aliwood website now live, the focus has shifted from build to growth. The platform has been designed to support proactive lead generation, and Crucible is now driving traffic and enquiries through a combination of ongoing PPC and SEO.
The aim is to grow consistent, high quality lead flow by capturing demand from homeowners actively researching roof lanterns, while also building longer term organic visibility around Aliwood’s products and expertise. The website provides the structure, clarity, and conversion tools required to turn this traffic into meaningful enquiries.
This work marks the transition from a standalone website project to an ongoing growth partnership. With the right digital infrastructure now in place, Aliwood is well positioned to scale its lead generation activity, increase brand visibility, and support sustainable commercial growth over the long term