Case study

The Safety House

Better structure. Better discovery.

The Safety House serves professionals shopping for specialized safety, abatement, monitoring, and industrial equipment. Built clarified the positioning, reorganized the ecommerce journey, redesigned the responsive experience, and created a stronger SEO foundation that helped increase organic sessions by 38%.

Strategy
Ecommerce
UX/UI
SEO
Web Design

The Safety House industrial safety ecommerce case study

Role: Senior-level Strategy, Design & Development
Industry: Industrial Safety, B2B Ecommerce
Engagement: Strategy + UX/UI + Ecommerce + SEO
Focus: Product Discovery + Organic Growth + Conversion

Challenge

A large catalog without a clear enough path through it.

The Safety House sells specialized safety equipment across categories that include asbestos, lead, mold abatement, industrial hygiene, environmental monitoring, and related professional products. Customers often arrive with very specific technical needs, making clear product discovery essential.

The existing experience needed stronger positioning, a clearer user journey, and a site structure capable of supporting ecommerce growth. Product categories, navigation, content, and organic-search opportunities needed to work together rather than function as separate parts of the site.

Large technical product catalog created complex navigation requirements
Customers needed faster paths to specialized products and categories
Positioning and messaging needed greater clarity
Site architecture needed to support both ecommerce and organic search
Mobile product discovery needed less friction

Approach

Connect ecommerce structure, UX, and search.

Built approached the redesign as a connected strategy problem. Positioning, information architecture, product discovery, UX, and SEO were planned together so the structure of the site supported both customer needs and search visibility.

Navigation and category paths were clarified, the responsive shopping experience was redesigned, and product content was organized around more useful customer journeys. SEO considerations were built into the structure rather than added after launch, creating a stronger foundation for continued organic growth.

Clarified positioning and the overall ecommerce journey
Reorganized site architecture around clearer product and category paths
Redesigned product listing and product detail experiences for easier shopping
Improved mobile ecommerce usability across the customer journey
Integrated SEO strategy directly into category and content structure
Created a stronger foundation for organic traffic and ecommerce growth

Responsive experience

Designed around the way customers actually decide.

The Safety House ecommerce homepage on mobile

The Safety House product listing experience on mobile

The Safety House product detail page on mobile

The results

Clearer experience. 38% more organic sessions.

+38%

Increase in organic sessions

Clearer

Product and category discovery across the catalog

Search-led

Architecture designed to support organic growth

Responsive

Ecommerce experience across desktop and mobile

Built redeveloped our site around how customers actually shop. It’s faster, products are easier to find, and far more of our catalog is visible in search. Having the full catalog on Google Shopping has made the site a much stronger place for customers to discover what we carry.
— Dan Scully · Owner, The Safety House

The experience

One connected system, from first search to first conversation.

The Safety House ecommerce website screens

The Safety House air-filtration product listing page

The Safety House industrial equipment product detail page

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The Safety House

Designed around the way customers actually decide.

Clearer experience. 38% more organic sessions.

One connected system, from first search to first conversation.

Dan’s Performance Parts

Cybertouch

Pilot Communications

Have a project that looks something like this?