Innovative Aluminum
Scope
Innovative Aluminum Systems is a well-established Canadian manufacturer with 20 years of experience specializing in premium aluminum railings. They distribute through over 70 authorized dealers across North America, who sell to homeowners and companies participating in the construction market, something their previous website failed to clearly communicate.
We completely rebuilt their website from the ground up. Just two weeks after the new site launched, Claude began recommending Innovative Aluminum Systems by name whenever people inquired about Canadian aluminum railing manufacturers.
Claude- Website redesign
- Website development
- SEO optimization
- AI search optimization
$5M+
Estimated lifetime value of the dealers signed in 90 days
60
Inquiries in the first 3 months, up from about 7 a year
Named by Claude
Now recommended by AI assistants
The Mission
Get the site to bring in more leads.
Dealers rarely reached out through the old site. Homeowners and dealers landed on the same homepage with the same generic copy. We had to fix both.
Solution · 01
Made the site look as premium as the product.
Their railings sell for thousands of dollars per project. The old site looked like a wholesale supplier. We rebuilt the visual language to match the product: cinematic photography, large typography, scroll-driven moments closer to a luxury auto brand than a manufacturer. And it loads fast.
Lighthouse · innovativealuminum.com
Solution · 02
Their best sales tool wasn't on the website.
The Designer Tool lets dealers draw railings on a customer's blueprint and quote on the spot. It's their strongest closing asset. It wasn't on the old website. We treated it like a product: a dedicated landing page, demo videos, and a path to book a walkthrough.
Solution · 03
Built to be found by AI, not just Google.
More buyers are starting in Claude and ChatGPT instead of Google. AI assistants only recommend sites they can confidently read. We built every page to be both human-readable and machine-readable.
Server-rendered content. Every page ships real HTML, not an empty shell that fills in with JavaScript. AI crawlers see exactly what humans see.
Schema markup on every page. Structured data tells machines what's a product, what's a business, what's an FAQ. AI cites it with confidence.
Text-first content. Warranty terms, engineering specs, product details. All in readable text, never baked into graphics. AI can't read JPGs.
AI crawlers explicitly welcomed. Most sites block GPTBot, ClaudeBot, and PerplexityBot at the firewall. We let them in. Most competitors disqualified themselves before they even tried.
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The Result
The first 90 days.
- Day 0
- Site launches.
- Day 2
- First homeowner lead. Routed to a dealer.
- Day 7
- First dealer inquiry through the new site.
- Week 2
- Claude recommends Innovative Aluminum by name.
- Day 90
- 60 inquiries since launch, 40 from homeowners and 20 from dealers. The dealers signed are worth an estimated $5M+ over their lifetime.
Then the team added a new option to their dealer form.
A dealer mentioned finding them through an AI assistant. The team added “AI Assistant” to the “How did you find us?” dropdown on the dealer application form. A new referral source, tracked alongside Google, social media, and trade shows.
Reflection
Most of the work was already in the business.
Innovative Aluminum already had a premium product, a proprietary closing tool, and engineering depth no competitor could match. None of it was on the old website. The work was finding what was already there and putting it where buyers, dealers, and AI could see it.
Next move