The Iron Shop

Craftsmen coming together to produce an exceptional experience.

The Iron Shop’s ancestors have been forging custom, high-end ironwork since 1931; establishing themselves as the premier spiral staircase manufacturer. Through thoughtful collaboration and thoughtful design and planning, the newly-redesigned website elevates the brand, properly reflects product craftsmanship and provides users pleasant experiences whether there to learn, build or buy.

Services Delivered

  • Brandy Strategy
  • Interaction Design
  • E-Commerce
  • Conversion Optimization
  • User Experience Design
  • Content Strategy

Strength in design.

Durkan Group worked with The Iron Shop to bring the strength, experience and craftsmanship found in their employees and products to their branding and digital channels. The design reflects the essence of The Iron Shop: strong, straight forward, robust and complex yet simple and easy to use.

A satisfying experience for all.

Maybe you are a do it yourselfer, looking to design and install your own spiral staircase. You come to the site to play with all the various options to design your own staircase. You access DIY videos and eventually purchase. You could be a seasoned contractor looking to access blueprints, specs, and easily purchase using your phone. No matter your role or device you can easily access what you need and enjoy the experience while doing so.

Let them build it and they will come.

In our initial meeting, one of the owners asked us to pull up porsche.com and build a custom 911. “We want something like this, except for spiral stairs”, he explained. We loved the challenge and the opportunity to create something innovative that sets The Iron Shop apart from its competitors. Users love customizing their own stairs and playing with the many options that allow them to change the configuration on the fly.

The Results

The Iron Shop has experienced a surge in sales since launching its new site. Of course, ordering a spiral staircase online is not as straightforward as pressing “Add To Cart." Many dimensions need to specified along with a slew of options selected. A great deal of focus was spent on making the ordering process as intuitive and friendly as possible. Conversion rates have vastly improved. Workflows to convert abandoned orders that previously did not exist are now in place and adding to the bottom line.

Launch Website

My experience with Niall and everyone at the Durkan group was outstanding. There is a reason that they separate themselves from every other marketing group in the area, because they truly took the time to understand our product and what we were trying to accomplish with this new website. From the constant phone calls, to in-house meetings, no question was too big or small for them to handle. Even further more everyone went the extra mile to help out after the site went live. With the very reasonable fees, and the above and beyond support from everyone at The Durkan Group we wouldn’t think of using anyone else but them for our next project.

Senior Executive Vice-President Sam Cohen

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Kilcullen & Company