AJ Oster hero banner with new website result

Case Studies July 16, 2025

How AJ Oster Got 118% More Engagement With Web Design

AJ Oster’s website redesign by Blacksmith Agency resulted in a massive +118% increase in average engagement time and +78% more views per session, transforming their B2B digital presence.

About AJ Oster

AJ Oster, a leading processor and distributor of metal strip, sheet, and foil in North America, services many industries. As a market leader, AJ Oster needed a website that properly positioned the brand as an authority in the manufacturing industry while enhancing customer interaction with the brand.

To achieve this, the company partnered with Blacksmith Agency to undertake a comprehensive website redesign. BSA engineered a modern website focusing on high performance, user-centricity, and visual appeal.

Services Rendered

UI/UX Design

This is the heart of our design process. We obsess over your users to make their journey on your site smooth and logical (UX), while forging a beautiful interface that they’ll love to interact with (UI).

Custom Web Design

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.

Outdated Design

The website’s outdated design failed to inspire user confidence. For an industry leader in specialized metals, this visual presentation did not reflect their expertise or advanced capabilities, which actively undermined their credibility with a professional B2B audience.

Poor Brand Integration

Visual identity was inconsistent and lacked professional polish. Generic typography, stock-like imagery, and unrefined color palettes created an amateur look and feel. Without recognizable iconography or a cohesive brand system, the site struggled to build trust or convey the unique value of the company.

Low Readability & Weak Content Flow

Content blocks were text-heavy, poorly segmented, and didn’t follow established readability principles such as the Gutenberg Diagram. This made scanning difficult and caused users to lose interest quickly. Instead of guiding visitors naturally through the narrative, the design created friction and reduced engagement.

The Solution

Improved Information Architecture

We logically organized AJ Oster’s extensive product information by metal type, form, alloy, and application to showcase their expertise and facilitate efficient product discovery for engineers, designers, and procurement specialists.

Cohesive Brand Identity

Our team redesigned the web layouts to enhance clarity and guiarantee an optimal presentation of complex technical information. We ensured the consistent application of AJ Oster’s branding elements throughout the new design to create a professional, credible, and memorable brand impression.

Dedicated Product Detail Pages

To improve clarity and engagement, we designed dedicated product detail pages where users can easily access in-depth information about each offering. These pages provided structured content, supporting visuals, and clear calls to action, helping visitors understand the value of the product without feeling overwhelmed.