Case Studies July 16, 2025

+219% Increase in Total Website Users After Web Redesign

Explore how a user-centric web design for AW-Lake boosted website sessions by 313% and increased the total website user base by 219%

About AW Lake

BSA redesigned the website for AW Lake, making it more appealing and improving performance.

AW-Lake is a leading one-stop shop for industrial flow measurement, offering a wide array of high-quality technologies, from Coriolis to Turbine meters, and comprehensive support to make complex processes simple for their customers.

However, their previous website design did not effectively showcase their extensive product catalog or simplify the product selection process for their technical B2B audience. This became a major barrier to sales, driving engineers and technicians to competitors.

Recognizing this, AW-Lake partnered with Blacksmith Agency for a comprehensive web redesign to better serve its customers and fuel business growth.

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.

Complex Product Catalog

The website’s extensive catalog of advanced flow measurement technologies was difficult for users to navigate, and created a significant challenge for engineers and technicians who needed to quickly find the right solution for their specific application, causing frustration.

Weak Brand Implementation & Visual Identity

The site relied heavily on stock icons, dull color palettes, and unrefined layouts that didn’t reflect AW-Lake’s industry expertise or brand authority. This generic design diminished credibility and failed to differentiate the company.

Poor Content Hierarchy & Navigation Flow

Pages were structured with inconsistent hierarchy, leaving users without clear journeys through the site. The siloed layout created friction and limited exploration, while the absence of a sticky or smart menu further reduced usability and site orientation.

The Solution

Intuitive Product Catalog

We completely reorganized the extensive product catalog into a logical, user-centric structure. To make discovery even easier, we designed and implemented a powerful product filtering and search functionality, allowing engineers and technicians to quickly find specific solutions for their applications.

A Modern Design

Our team created a modern and professional visual design that reflects AW-Lake’s technical leadership. Within this new aesthetic, we developed clear page layouts specifically designed to present complex technical data in an accessible and easily digestible format for users.

Integrated Search Functionality

To make content instantly accessible, we implemented a robust search feature. Users can now find specific products, resources, or information by typing relevant keywords, significantly reducing friction and improving overall usability.