Case study · Trades & construction

Kitestone: a scalable eCommerce platform.

Kitestone is an innovative pre-fabricated benchtop solution designed to simplify and accelerate the installation of marble and porcelain surfaces. Created as a smarter alternative to traditional engineered stone, it combines premium materials with a ready-to-install format that reduces fabrication time, complexity, and overall project costs.

Sector: Trades & construction
Service: Website design and development
Channels: WordPress · WooCommerce

Website projectDigital experience

The challenge

What needed to change.

Positioned as a bench-in-a-box solution, Kitestone caters to homeowners, builders, fabricators and developers looking for a faster, more cost effective way to deliver high quality spaces. With a strong product foundation and a scalable business model, the brand is set to reshape a traditionally slow moving industry.

As a new product entering a competitive and evolving market, Kitestone needed a website that could clearly communicate its value while building credibility. The task was not just to launch a website but to introduce and legitimise an entirely new product category online.

Kitestone eCommerce product page design.

Approach

How the work took shape.

The website had to educate people unfamiliar with the concept while serving several audiences at once, from DIY homeowners to builders and commercial buyers. Each needed a different level of information, from inspiration through to technical data and purchasing pathways, so we planned the structure to let each visitor go as deep as they needed without getting in the way of the others.

At the same time, the website had to balance education with conversion, so a visitor could understand the product and move towards an enquiry or a purchase without friction. We chose a custom WordPress and WooCommerce build for that reason: WordPress to carry the depth of content a new category needs, WooCommerce to sell it, and both flexible enough to support the immediate launch and long term growth.

The integrations the business would need as it scaled were considered from the outset rather than added later.

Kitestone website pages design showcase.

The shift

Selling a new category online means teaching before selling, without making the buyer wait to buy.

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The work

The work, up close.

A custom WordPress and WooCommerce website was designed to support both the immediate launch and long term scalability. The structure acts as both a product showcase and a knowledge hub, with clear navigation across product benefits, applications, technical data and installation guidance, so a builder looking for specifications and a homeowner looking for inspiration both find their way quickly.

The eCommerce experience supports both direct purchases and sales assisted orders. Integrations with platforms such as Fishbowl and Klaviyo were considered from the outset, so the system can scale with the business while keeping the buying journey smooth and flexible.

Content and design carry the work of building trust and understanding. The website incorporates how-to videos, FAQs, technical documentation and visual project showcases, all supported by a strong SEO and performance foundation to drive organic visibility and engagement.

The new website gives Kitestone a strong digital foundation to support product adoption and business growth. It positions the product clearly as a modern, efficient alternative to traditional benchtops, while enabling both B2B and direct to consumer purchasing pathways.

Clear product messaging, educational content and scalable eCommerce functionality make the experience straightforward, and the platform is now the central hub for product knowledge, helping people make informed decisions with confidence. With a flexible architecture in place, the website is well placed to support ongoing enhancements, integrations and expansion into new markets.

Kitestone benchtops solutions homepage design.

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