Digital Strategy

by Eric Loring


A beautifully-refined website design tells a powerful story for

American Artstone produces cast stone products of exceptional quality and aesthetics to create bold architecture with sensitivity to surroundings. While the company could cite hundreds of projects and impressive, publically-visible demonstrations of their work, their website needed design inspiration. It needed evidence and articulation of their compelling story—a narrative that spoke to the heart of their stakeholders, delivering an impactful user-experience (UX).

A high-end performance solution started with a focused strategy

Before developing, GLS / NEXT performed an in-depth analysis of their existing website and the competition. The study included an evaluation of content, aesthetics, navigation, the portfolio and branding.

The digital team advised that the new website include a redesigned homepage with improved navigation and content structure, built specifically to increase American Artstone’s SEO awareness footprint. The website would also be fully optimized for desktop and mobile experiences.

Ease of navigation improves UX

With the consideration of their product categories and services, GLS / NEXT created an information architecture and UX hierarchy strategy that not only emphasizes their currently developed product catalog, but also helps each visitor accurately navigate through the site based on their unique needs. The website refresh also included an entirely new informational architecture strategy to support the emphasis on navigating the new product structure.

A beautiful site

GLS / NEXT creative talent met the challenge to deliver a website that matched the artistry of their products and projects and told it in an elegantly-crafted story, using striking images, inspiring design and offering an improved user experience.

The site was successfully published in July 2017. Because the site launched so recently, it is too soon to evaluate analytics, however; according to Mark Severson, Sales Manager for American Artstone, “We are very pleased with the methodology and strategic tactics that GLS / NEXT used to redesign our website. The result is stunning, and it matches the beautiful aesthetics of our products.”

About the author…

Eric Loring is the President of NEXT Precision Marketing. Prior to NEXT Precision Marketing, Eric worked at Jostens and began his career as a creative digital leader bringing new digitally enabled capabilities and integrated B2B & B2C multi-channel marketing experiences.