Developing a digital platform that reflects industry authority and drives qualified leads

Solution

Fratzke' Website Design & Development Studio partnered with Crossroads to develop a comprehensive digital strategy from discovery through launch. The engagement began with in-depth workshops, persona development, competitive analysis, and user journey mapping to clarify audience needs. A new sitemap and UX/UI wireframes for both desktop and mobile guided the creation of a modern, intuitive site with streamlined navigation and improved accessibility.

Every page was optimized with a robust SEO strategy and custom content creation to drive organic visibility and relevance. On the development side, Fratzke built the site on WordPress with advanced functionality, including:

• Multi-location branch pages and a geo-enabled branch locator
• A resource library with faceted search for quick content access
• Persistent calls-to-action to increase conversions
• Optimized backend workflows for easy content management and scalability

The launch process included analytics integration, thorough QA across devices and browsers, and post-launch hypercare support to ensure stability and performance.

Results

The new Crossroads C&I website transformed the customer experience and elevated the company’s digital presence. Contractors, resellers, and industrial buyers now enjoy clear pathways to products, resources, and quote requests. Local SEO and branch-specific pages strengthen visibility nationwide, while the modern design positions Crossroads as the clear market leader.

By aligning content, technology, and design, Fratzke delivered a future-ready digital platform that not only reflects Crossroads C&I’s authority in the industry but also drives sustained lead generation and business growth.