Bjørn Woodworks website homepage and about page

Case Study

Bjørn Woodworks eCommerce Website Redesign

Industry: DIY Outdoor Structure Hardware
Location: Provo, Utah
Launched: 2026
Platform: WordPress, Elementor Pro & WooCommerce

Services

The Client

Bjørn Woodworks designs and sells 12-gauge, powder-coated steel bracket kits that let DIYers build pergolas, lean-tos, gazebos and other outdoor structures with standard 4x4 and 6x6 lumber. The company is based in Provo, Utah, and ships its kits nationwide.

The Challenge

Bjørn Woodworks had outgrown its first website. The old Wix site was built around a single product line, with a menu of Pergola Kits, Instructions, Blog, Contact and About Us, while the business had grown into lean-to, gazebo and hexagon kits, individual brackets and a range of accessories that work together as one system.

Selling hardware to DIYers also takes more than product photos. Buyers want to know which kit fits their space, what lumber to buy, how the brackets go together and whether they can really build it themselves. The new site had to answer those questions, sell the kits and still feel as solid as the steel.

Bjørn Woodworks website after the Fluid22 redesign

Bjørn Woodworks website before the redesign

↔

BeforeAfter

Drag to compare Bjørn Woodworks’s previous homepage with the site we built.

Our Approach

We gave the brand a bold, workshop-built look: black and warm sand backgrounds, a burnt-orange accent, tall condensed Mather Laord headlines and big photography of finished builds. The design leads with what customers make, then explains the hardware, so visitors see the result before the brackets.

Underneath, we built a WooCommerce store on WordPress and Elementor Pro, organized by structure type: Pergola, Gazebo and Lean-To Kits, Custom Brackets and Accessories. A Tools menu groups the instructions, FAQ and blog, and every page ends with a clear path back to the products or the build guides.

Hover to scroll the page.

What We Built

The site walks DIYers from an idea to a finished structure. Choose a feature to see it on the site.

The homepage opens the catalog with four structure kits, pergola, lean-to, gazebo and hexagon, plus individual brackets for custom builds. Each card shows a finished build and a short description of what that structure is good for.
Kits, brackets and accessories each have their own product page with photos, price, what's included and an add-to-cart button. Related products below each item suggest the extenders, gussets and other parts that grow a build.
The Instructions page offers five downloadable guides, including pergola, lean-to and gazebo instructions and timber cut guides. Below them, an illustrated online guide walks through a pergola build in 15 steps, with the tools and parts listed up front.
The FAQ page splits 13 common questions into general, kit, and bracket and accessory groups. Each answer opens in place, so buyers can check steel gauge, lumber types or overhang limits without calling.
A See What People Are Building section shows real backyard projects in a sliding gallery. Buttons invite customers to submit their own build or see more on Instagram, so the gallery keeps growing.
The contact page lists phone, email and the Provo address, then offers two forms behind simple tabs. General Questions handles customer inquiries, while Become a Dealer collects title and phone details from retailers.

The Results

downloadable instruction and cut guides: 5downloadable instruction and cut guides
illustrated steps in the online pergola guide: 15illustrated steps in the online pergola guide
buyer questions answered on the FAQ page: 13buyer questions answered on the FAQ page

A brand that looks as tough as the product

Heavy condensed type, a black and orange palette and real build photography give Bjørn a look that matches 12-gauge steel. The site now feels like a hardware brand with its own identity, not a generic store.

The whole system in one store

Kits, individual brackets and accessories sit in one WooCommerce catalog organized by structure. Shoppers can start with a kit and add extenders, louver brackets or privacy walls as their plans grow.

DIYers get what they need to finish

Downloadable guides, a step-by-step online build guide, a size and span guide link and a grouped FAQ put the practical details next to the products. Buyers can plan the build, buy lumber locally and assemble it without waiting on support.

Easy for the team to grow

Built on WordPress, Elementor Pro and WooCommerce, the site lets the Bjørn team add products, kits and guides from one dashboard. New brackets and accessories drop into the existing layouts and carousels as the lineup expands.