Jelmar's CLR has been the trusted name for impossible cleaning jobs for more than 50 years. The brand had outgrown its website, the buying path leaked shoppers, and the platform underneath slowed every improvement to a crawl. This is what a real agency partnership did about it, and what the work looks like when it keeps going after launch.
Design mattered. The business goals mattered more. Three of them drove every decision in the build.
Consumers knew CLR as the tough-job bottle in the garage. Jelmar needed the site to say what the shelf already does: this is an everyday cleaner too, and one bottle covers 100 uses and counting.
Finding where to buy took too many clicks, and handoffs to retailers dropped shoppers on generic search pages. Every extra step between "I need this" and "in my cart" cost sales.
Businesses rely on CLR PRO, but distributors and commercial buyers needed a cleaner route to products, safety data sheets, and purchasing guidance than the old site gave them.
The old site ran on a proprietary Kentico build that turned every improvement into a development project. The new one runs on WordPress, and it sells.
Five pieces of the build, each tied to one of those three goals. Nothing made the cut just because it looked good in a mockup.
Tough for every mess on one side, safe for every day on the other. The hero makes CLR's whole argument in about five seconds, then the page backs it up with use cases, education, and proof.
That's the perception goal, handled on the first screen.
Shoppers don't know product names. They know epic rust and everyday dirt. The new catalog filters by room and by cleaning task, so the right bottle surfaces in a click or two.
Along the way, people meet products they never knew CLR made. That's how a one-product brand becomes a lineup brand.
Type a ZIP code or let the site detect your location, set a radius, filter by product, and get the nearby stores that stock it, with addresses and phone numbers. Online buyers get their lane too.
Buying your product shouldn't feel like a scavenger hunt. Now it doesn't.
Every product page shows real retailers stocking that exact item near the visitor, with sizes and direct links. Target, Walmart, Amazon, and more, pulled in live through retail integration.
No more dumping shoppers on a retailer's generic search results and hoping they find their way. The site walks them to the shelf.
Ask how to get rust off a concrete patio at 2 a.m. and Christy answers with the same guidance a product expert would give: test first, wear gloves, spray, soak, wipe. She'll also tell you when a CLR product is the wrong tool for the job, which is exactly why people trust the answers.
This is where our AI practice earns its keep. Product questions become product confidence, around the clock, without adding headcount.
If you're a CEO or CMO choosing an agency, the features above aren't the real question. The real question is what the engagement feels like in week nine. Here's how we run one.
We've done this since 2002, for startups through Fortune 500s, and the Denver Business Journal has named us a top web development company 11 years straight. More to the point: we show our work, we answer fast, and we're still here long after launch. If that's the kind of partner you're vetting for, let's talk about what your brand needs.
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