WebCitz started working with this client in 2021
- Client: Forever Joint Tops
- Platform: WooCommerce
- Industry: Manufacturing / Industrial, Retail / E-Commerce
- Services: Digital Marketing, Ecommerce, Maintenance / Support, Web Development, Web Hosting
The Challenge
When we inherited the site, it was a custom PHP build that, while functional for basic tasks, was severely limiting their growth. The primary “SEO ceiling” was that the site lacked individual product and category pages – making it nearly impossible to rank for specific terms like “Walnut Butcher Block” or “Custom Kitchen Island Tops.” Additionally, their complex product customization (dimensions, wood species, and edge profiles) required a highly sophisticated interface to handle real-time pricing and ordering.
The WebCitz Solution
We executed a complete digital overhaul designed to scale their national reach:
- Strategic WooCommerce Migration: We rebuilt the site on WooCommerce, finally providing the structural foundation needed for modern e-commerce. We built out dedicated product and category pages for every wood species (Maple, Walnut, Oak, and Hickory), which immediately unlocked their organic search potential.
- Custom Butcher Block “Product Builder”: One of our biggest technical achievements was re-engineering their custom butcher block configurator. We built a step-by-step tool that allows users to:
- Select specific widths and lengths (up to 96″).
- Choose between various edge profiles (Square, Radius, etc.).
- Select wood types and finishes.
- Get real-time, accurate pricing based on precise board-foot calculations.
- Google Merchant Center & Shopping: To drive immediate sales, we set up and optimized their Google Merchant Center account. By feeding their product data into Google Shopping, we put their beautiful countertops directly in front of homeowners and contractors at the exact moment they were searching for “butcher block.”
- Advanced Content & SEO: We moved beyond “just the facts” by building out comprehensive guides on wood types, maintenance, and installation. This content-first approach helped bypass the previous SEO limitations and established them as a national authority.
- AI-Generated Visualization (Current Phase): We are currently helping them implement AI-generated imagery. This allows visitors to see their custom countertops in diverse, high-end environments – from a rustic farmhouse kitchen to a modern industrial restaurant – helping overcome the common hurdle of “How will this look in my space?”
The Result
The transformation has been dramatic. Forever Joint Tops now operates as a top-tier e-commerce destination. By moving from a static site to a dynamic WooCommerce platform with a custom builder, they have significantly increased their conversion rates and average order value. The addition of Google Shopping and AI visualization has turned a local craft into a nationwide brand, proving that “Quality that is Forever Yours” can be shared across the entire country with the right technical partner.
