- Digital Strategy
- Web Design
- Web Development
Website Design & Build for Building Product Design & Installation Company
Site redevelopment to cater for improved brand identity and stronger SEO and product structure
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Website for Safehinge Primera
The new website design and build for leading building product designers Safehinge Primera came about as a result of a challenging selection process where Crucible was successful out of a pool of seventeen agencies. A market leader in mental-health doorsets, anti-ligature hardware, and safety solutions, Safehinge Primera was focused on achieving a more modern, dynamic and powerful digital solution to replace and migrate from their outdated Hubspot website. The project began with a six-week discovery phase and concluded with the launch of a scalable WordPress multi-site serving the UK, US, and Australia. The result is a digital platform that balances technical credibility with clarity and accessibility, and that supports customer specification journeys, lead capture, and long-term international growth.
What sort of website did Safehinge Primera need?
Safehinge Primera had grown rapidly over sixteen years, but its previous website was no longer fit for purpose. It was difficult to navigate, hard to update, and struggled to serve the very different needs of architects, specifiers, engineering evaluators, senior decision-makers, and customer service users. The business needed a platform that could present complex product information in a simple, human-centred way — one that would inspire confidence while also reducing friction in the sales and support process.
What approach did Crucible take to the website design process?
The discovery work we carried out provided the blueprint for the build. We defined personas, clarified user journeys, and set acceptance criteria that ensured the final site delivered against business needs. From this foundation we built an information architecture that allows users to self-select the right pathway, whether by field, application, or product component. This means specifiers and engineers can move quickly from an overview to the exact level of detail they need, while senior stakeholders can validate the company’s credibility through team stories, certifications, and case studies.
Designing for Safehinge Primera’s audiences meant creating a site that was “clean, not minimalist”. Working in step with MadeBrave’s brand work, we introduced a strong iconography system, distinctive use of geometry and colour, and subtle motion that supports comprehension without distracting from it. The result is a confident but approachable interface that feels appropriate to a clinical, specification-led context.
What technology was used to deliver the website?
The website was built on a WordPress multi-site to accommodate regional content and future internationalisation. Hosting with WP Engine provided performance and reliability while making responsibilities between partners clear. Key interactive tools, such as the Door Cost Calculator, were embedded seamlessly within the new site, giving users a consistent experience. A document management system was introduced to support Safehinge Primera’s frequent specification updates, ensuring version control without breaking links.
Integration was approached pragmatically. With the timeline for Hubspot’s retiring unclear, we had to build with an agnostic approach to integrating either Hubspot or Odoo pending this decision internally. This avoided duplication of data while giving the business confidence that the website can adapt to its future operations. Campaign-ready landing page templates were also developed, giving the marketing team the ability to support product launches, webinars, and PPC campaigns quickly and effectively.
What have the results of the new website design been?
The new website for Safehinge Primera has already delivered clear benefits. Architects and engineers can now find the documents they need more quickly, reducing time wasted in support. Senior decision-makers encounter a brand that feels authoritative and trustworthy, supported by case studies and thought-leadership content. For marketing and sales teams, gated downloads are generating higher-quality leads, while the ability to spin up new landing pages has made campaigns faster to execute. Internally, the media library has simplified document governance, cutting down on broken links and outdated specifications.
Most importantly, the website reflects Safehinge Primera’s stature in its sector. It communicates technical detail without overwhelming, it demonstrates credibility and values without excess, and it is built to scale internationally. It is a platform that will continue to grow with the business, supporting new integrations, richer media, and future BIM and CAD resources.
Website design for specifiers and architects
In high-risk environments, trust and clarity are everything. The new site makes Safehinge Primera’s expertise easy to understand, reduces barriers for specifiers and architects, and positions the company as the clear partner of choice in its market. It is not only a successful website build, but a strategic foundation for Safehinge Primera’s next phase of growth.