The Challenge
Foam glass gravel is new to most American builders, so visitors need to understand it before they’ll ask for a price. Glavel’s previous website made that hard. It was more than five years old, light on product details and technical documents, hard to use on a phone, and short on clear next steps.
It also served very different audiences through the same paths. Engineers and contractors needed specs and documentation. Residential builders and DIY users needed simpler guidance. Investors needed a clear story about the company and its market. Without a clear path for each, visitors had to dig, and many left before reaching out.
The Solution
We rebuilt the site around what each audience needs to decide. The new structure gives every group a clear path by application and market, with technical guides, spec sheets, environmental and safety documents, and case studies a click away.
The design builds on Glavel’s brand with a modern, industrial feel and plain language over scientific jargon. Real product and job site photography, sustainability proof and certifications help a new material feel proven and practical.
We made the next step obvious on every page, with dedicated paths for quotes, samples, general questions and investors, all connected to Glavel’s HubSpot account. Every form and download is tracked, so the team can see what’s working.
The new site launched in February 2026. From February through September, quote requests rose 46% compared with the same months the year before, from 140 to 204, with about the same number of visitors. Sample box requests went from 2 to 32, and a new general contact form brought in 68 more inquiries. Visitors also downloaded technical guides and spec sheets more than three times as often.
Glavel now has a website that turns interest in a new building material into real sales conversations, and a clear picture of how visitors get there.
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