Standard Finishing

• Agency: GoingClear
• Client: Standard Finishing 
• Category: Website Design 
• Location: Boston, Massachusetts, United States
• Project Brief: Redesign Standard Finishing’s website to improve UX, showcase products dynamically, and increase engagement through scalable WordPress and CRM integration.

A century of print finishing distribution means Standard Finishing's customers arrive already knowing what they want. GoingClear's redesign of a distribution company website wasn't about educating the audience. It was about getting out of their way.

The hero fills the viewport. Large white sans-serif type on a dark background, trade show photography with an interactive zoom feature, and a persistent "Schedule a Demo" button in the nav. No ambiguity about what the company does or what it wants you to do next.

The supernav is where the UX does its most practical work. A deep dropdown with categorized product listings, contextual descriptions, and an inline preview card lets a buyer identify and navigate to a specific solution in one interaction. For a catalog spanning saddle stitching, perfect binding, folding, and die cutting, that efficiency matters.

The homepage layers its credibility. A mission callout ("A clear vision since 1910"), a success stories carousel with named client logos, and a news section with tagged updates all build the case without repeating it. The footer maps the full site architecture in four organized columns.

The contact form is the smartest detail. A product-specific headline reads "Let's discuss the AFC-746F Pallet-feed Folder" rather than a generic "Get in touch." The site knows its buyers make considered, specific purchasing decisions and meets them at that level.

Results & Impact

• 66.11% increase in engagement rate within 60 days
• 13.2% boost in website lead events
• 13.42% increase in engaged sessions
• Improved tracking of MQLs, SQLs, and pipeline attribution

Client Testimonial

“From the first call, GoingClear was engaged and excited about the project. They immediately understood our needs, elevated our ideas, and leveraged their expertise to make our website the best it could be. If you are a B2B company, I recommend GoingClear for your website and digital marketing needs.”

— Marketing Manager & Client Project Lead, SDMC