Case study · Glass shop
Glass Express: one website for auto, home and commercial glass
A glass shop that serves three very different customers: a driver with a cracked windshield, a homeowner planning a shower and a business with a broken storefront. We built a site that sends each one to the right page and the right quote form.
The results for Glass Express
A one stop glass shop on Main Street
Glass Express is a locally and family owned glass shop on North Main Street in River Falls, Wisconsin. It serves western Wisconsin and the Twin Cities metro with auto glass, residential glass and commercial glass, and it has more than 30 years of experience behind it.
The range of work is wide. On the auto side it covers windshields, door glass and chip repairs, plus tractor windows, heavy equipment and classic cars, in the shop or by mobile service. For homes it does shower enclosures, mirrors, thermopane windows and specialty pieces. For businesses it does storefronts, glass dividers, door hardware and emergency calls.
The challenge: three kinds of customer, one front door
A glass shop's visitors have almost nothing in common with each other. The driver with a cracked windshield wants a price and an appointment today, and wants to know whether insurance will cover it. The homeowner planning a frameless shower is weeks from a decision and wants to look at photos. The business owner with a broken door needs someone to pick up the phone.
Put all of that on one long page and nobody finds their part. The site had to split visitors early and cleanly, then ask each one only the questions that apply to their job. A windshield quote needs the year, make and model of the vehicle. A shower quote needs none of that.
What the new site had to do:
- Sort auto, home and commercial customers from the first screen.
- Collect the right details for an auto glass quote the first time, including the vehicle and whether it is an insurance claim.
- Show finished shower, mirror and storefront work so people can picture their own project.
- Keep the phone number, address and hours in easy reach on every device.
What we built
A responsive site built on three doors, Auto, Home and Commercial, with a page for each line of work and a quote form matched to the job.
A home page with three clear paths.
Auto, Home and Commercial sit side by side at the top of the home page. One tap takes a visitor to the part of the business they came for, and the heading above tells them the shop serves western Wisconsin and the Twin Cities metro.
A dedicated auto glass quote form.
The form asks for the year, make and model, the plate number, the preferred contact method and whether the job is self pay or an insurance claim. The shop can price the glass and call back with an answer instead of a list of questions.
A separate form for everything else.
Residential, commercial, shower, mirror and specialty requests go through their own form, with a subject menu so each inquiry arrives already labeled.
Pages for each kind of work.
Showers, mirrors, thermopanes, specialty glass, auto glass and commercial each have their own page. The commercial page lists storefronts, dividers, door closers, panic devices and emergency calls, so a facilities manager can see the shop handles hardware as well as glass.
Photo galleries of finished jobs.
The shower page shows completed enclosures and the handles, hinges and seals available, and points visitors to the in-store showroom. Commercial and auto pages carry their own job photos.
Plain answers up front.
An FAQ page covers free estimates, mobile service, screens, custom work and insurance. The auto page explains that the shop bills insurers directly and that the customer has the right to choose their glass company.
How the project ran
Discovery
We went through each line of work with Glass Express, the questions the front counter hears most, and what the shop needs to know before it can quote a job.
Site structure and design
We mapped the pages around the three customer types first, then designed the home page and a service page for review before development began.
Build and forms
We built the site in WordPress, loaded the service content and job photos, and set up the two quote forms with the fields each kind of job calls for.
Launch and care
The site was tested on phones, tablets and desktops, then launched. Updates to pages and photos have been made on request since.
The results
The site gives each customer a short route. A driver can go from the home page to a finished auto glass quote request in a couple of taps, and a homeowner can browse shower enclosures without wading through windshield information.
For the shop, requests arrive with the details already in them. An auto quote comes with the vehicle and the payment method, and a residential or commercial inquiry comes labeled by type, which cuts down the back and forth before a price can be given.
The site also answers the routine questions on its own. Whether estimates are free, whether the shop comes to you and whether it works with your insurer are all covered on the page, so the phone is free for the jobs that need a conversation.
Google Lighthouse scores out of 100 for the live site, measured November 12, 2026.
Services on this project
Website Design
Page layouts designed around how this client's customers decide and buy.
Website Development
The build itself: fast, responsive pages and the custom features the project needed.
In the same line of work? See how we build contractor websites.
Frequently Asked Questions
What other shop owners and contractors ask us about this project.
By customer first, then by service. Glass Express is split into Auto, Home and Commercial on the home page because those are three different people with three different needs. Under each one sits a page per service. Visitors find their part quickly, and each page can be found in search for its own subject.
Because the questions are different. An auto glass quote depends on the vehicle and the insurance situation. A shower or storefront quote depends on the space. One form that tries to cover both ends up long and confusing, and people give up on it. Two short forms get filled in.
Yes. We keep the pages and addresses that already bring in visitors, move the content across, and redirect anything that has to change. Our website redesign page covers how we protect search rankings during a rebuild.
Most contractor sites launch within 4 to 8 weeks. The schedule depends mostly on how quickly photos and service details come together, so we ask for those at the start and agree the launch date in the proposal.
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