Case Studies August 29, 2025

Boosting Portal Conversion Rate by 14.1%

Equipment provider CBS Rentals was hindered by its outdated portal and clunky user experience that frustrated clients and lowered efficiency. Our strategic redesign boosted user conversions by 14.1% and increased engagement by 18%. See how.

About CBS Rentals

With Web Design, Blacksmith transformed CBS Rentals’ user portal, boosting user efficiency and improving conversions.

CBS Rentals is a leading provider of equipment and jobsite solutions for the construction industry with over 50 years of relevant experience. Clients use their online portal to manage equipment rentals, schedule services, and oversee their active job sites. However, the website had become outdated and was unable to support the company in its mission. Users found it difficult to navigate quickly on the website and to complete their tasks, leading to customer frustration and an under-utilization of the website’s features.

Services Provided

UI/UX Design

This is the heart of our design process. We focus on making users enjoy a smooth and intuitive experience, while forging a beautiful interface that they’ll love to interact with (UI).

Custom Web Design

Your business is unique, and your website should be too. We move beyond generic templates to create a custom look and feel, factoring in everything from colors and fonts to page layouts so that they perfectly match your brand’s personality and goals.

Responsive Design

We ensure your site looks and works beautifully regardless of the browser or device, guaranteeing a flawless experience for all your visitors, no matter how they find you.

An Inefficient User Interface

The portal’s primary problem was its outdated design. Sections were improperly sized for mobile viewing and texts were unclear which resulted in a poor user experience (UX).

Friction-Filled Processes

Key workflows were time-consuming and required too many steps to get to actual forms. The platform was not conversion-focused, which meant users frequently abandoned tasks before completion.

Underutilized High-Value Portal Features

A poor information architecture and a lack of clear visual hierarchy meant that many of the portal’s most powerful tools were difficult to find and went unused. The company needed a way to improve feature discovery and boost user engagement with these powerful assets.

The Solution

A User-Centric Redesign

Our solution was guided by a user-centric strategy and our proven methodology. We began with a deep analysis of user needs, creating detailed wireframes and prototypes to map out a more intuitive user flow before implementing a clean, custom design with clear headings.

Conversion-Focused Workflow Optimization

We executed a plan to completely streamline the portal’s core functions. By redesigning the user journey and introducing custom features, we fixed the inefficient processes and enhanced the platform to guide users seamlessly toward completing their most important actions.

An Engaging Interface

We implemented a clean visual hierarchy and enhanced the portal’s interface to guide user attention effectively. By ensuring branding consistency and creating a more user-friendly layout, we fixed the discoverability problem, making it easy for users to find and engage with the portal’s most powerful and high-value features