Glasscraft

Overview

Glasscraft are one of the UK’s only independent glass manufacturers — and winners of the NFA IGU Manufacturer of the Year award. They make sealed glazing units, processed glass, decorative glass and integral blinds for trade and residential customers, with over 150 skilled people across three facilities in Yorkshire and the North West.

A serious, established manufacturer. The kind of business that’s earned its reputation over decades. The problem was their website hadn’t earned anything in about 15 years.

We rebuilt it into something that actually works for them: a fast, modern site that brings in 60–80 quote requests a month, lets customers track their own orders, and — crucially — shows their real team and real factories on every single page.

The challenge

The old site was 15 years old. In website years, that’s not “a bit dated” — that’s a fossil.

It was slow. It was built for a web that doesn’t exist anymore. And it gave customers nothing to actually do. If you wanted a quote, you picked up the phone. If you wanted to know where your order was, you picked up the phone. There was no online quoting, no way to track an order, and nothing on the page that reflected the scale and quality of the business behind it.

For a manufacturer this size, supplying trade customers who order all day every day, that’s a lot of friction — and a lot of phone calls that didn’t need to happen. The website wasn’t serving their existing customers, and it wasn’t winning new ones either.

What we did

We didn’t just redesign it. We rebuilt it as a working tool.

Real photography, no stock. Ever.

We made ourselves one promise at the start: not a single stock photo. So we spent days at their facilities, shooting hours of video footage and photographing their actual team, their actual factories, their actual glass coming off the line. Every face on the site is someone who really works there. It means a potential customer sees exactly what they’ll get — real people, real kit, real results — instead of the same grinning stock model every glass company uses. That’s trust you can’t fake.

A self-serve Quick Quote tool

We built a custom quoting system so customers can request a quote in minutes, online, without chasing anyone. Every submission lands in a dedicated dashboard in the back end for the team to action — turning what used to be phone tag into a clean, trackable pipeline.

Live order tracking

This is the bit we’re proudest of. We wired the website directly into Glasscraft’s manufacturing system over a secure connection, so live order data flows straight onto the site. Customers can now check the status of their own orders themselves — no phone call, no waiting. It’s used 100–200 times a month, which is 100–200 calls the team no longer has to field.

A proper product catalogue and knowledge base

We structured their full range — the Hytherm sealed-unit family (Solar, Security, Silence, Ultimate and more), processed and decorative glass, integral blinds — into a clear, browsable catalogue. We added a categorised technical FAQ library (U-values, Low-E coatings, gas fills, spacers, WER ratings) and a downloadable datasheet library, so trade customers can self-serve the technical detail they need.

Local landing pages for real reach

Glasscraft cover the country, so we built dedicated location pages for their three depots plus targeted county landing pages across the Midlands and North — so when someone searches for a glass manufacturer in their area, Glasscraft turn up.

Built fast, on purpose

It runs on a modern Bedrock/WordPress and Tailwind stack, and we obsessed over speed — because a slow site loses customers before they ever see your work. Sustainability runs through it too: their “Glass Forever” recycling programme is front and centre, matching the brand’s “Sustainable Glass. Sustainable Future.” positioning.

Results

The new site went live in 2025 and it’s pulling its weight. The Quick Quote tool brings in 60–80 quote requests every month — leads that used to depend on someone picking up the phone. The order tracker is used 100–200 times a month, with customers self-serving updates that used to tie up the team. Between 1,000 and 2,000 people a month find the products, specs and answers they need — all on a site that, for once, looks exactly like the business it represents.