Project Details
- Client : Denlar Hoods
- Industry : Fire Protection / Manufacturing
- Key Result : Website and Product Tool
- Date : July 2025
Overview
Website rebuild plus a custom product configuration tool. We turned a complex catalog of over 1,000 product variations into a guided experience that walks customers straight to the right product.
A catalog deep enough to stall the sale.
Denlar Hoods had a complex product catalog with over 1,000 product variations, but customers had no simple way to find the right product for their needs. This created friction, slowed down the sales process, and made product selection harder than it needed to be.
Depth is an asset in fire protection — the right hood depends on the appliance, the space and the code. It only becomes a liability at the point where a buyer has to work out which of a thousand options applies to them, alone, on a website.
What we came in and built
We rebuilt the website and, on top of it, built the thing the catalog actually needed: a tool that asks the questions a salesperson would ask, and narrows a thousand variations down to the ones that fit.
01 — Rebuild the foundation
A custom WordPress rebuild, structured so the catalog could grow without the site needing to be rebuilt again alongside it.
02 — Build the product selector
A guided-question tool that walks a visitor through their requirements and directs them toward the correct product options, rather than leaving them to filter a spreadsheet in web form.
03 — Write the logic from scratch
The logic behind the tool was built by our team — not a plugin or a template. It was custom-developed to handle Denlar Hoods’ product structure, because no off-the-shelf selector understands a thousand-variation fire-protection catalog.
04 — Leave room to grow
Support for over 1,000 variations today, with a structure that takes new products without reworking the selector each time the range expands.
The Outcome
1,000+
Variations supportedGuided
Question-led selectionCustom
Logic, not a pluginDenlar Hoods now has a more modern website and a product tool that helps customers move through the selection process with less confusion. Instead of forcing users to manually sort through product options, the tool creates a clearer path from project needs to product match.
More Case Studies
Preschool Lead Growth: 340% Increase
Preschool
From Invisible to Fully Booked
Transportation / Storage