As businesses grow and expand their reach, it’s natural that their websites will need to be upgraded, or – in many cases – totally overhauled. That was exactly the case for our client, AAA Countertops. Their old website had served them well, but as their business expanded, it started to show its age.
Or, as their marketing strategist, Andrea, put it, “The template for our website was no longer being updated, and we were losing some functionality.”
That realization marked the start of a complete redesign project focused on improved performance, usability, and visual appeal. This would also be an exciting chance for our team to use Divi 5, the newest version of the Divi theme and visual builder. With this update, we aimed to deliver a modern, reliable, and easy-to-manage site that best reflects AAA Countertops’ craftsmanship and reputation for quality.
“We love the unique details that make the website look custom designed. It does not look like a generic website, the design is very intentional.”
Behind The Scenes With Barrel Roll
When we start a website redesign project, it’s important that we have a solid understanding of our client’s goals, as well as how the website is used, what customers need, and what would make everyone’s lives easier both now and in the future.
As Andrea shared, “I appreciated how much thought and care went into researching our needs before the design phase started. The designers took the time to understand our business and how our website was used in order to create a website that would best meet our needs and the needs of our customers.”
Once we finalized the new homepage design and overall look, we used it as the foundation for the rest of the site. Every page was designed to feel consistent and work together as a whole. Throughout the process, we kept the AAA Countertops team in the loop with regular updates and clear progress checklists.
“Great communication! We loved the way the design proposals were presented to us. The designers listened to us and incorporated our feedback to give us exactly what we wanted!”
Optimizing For Speed And Performance
Loading time is just as important for website performance and conversion rates as content, SEO, and design. Slow sites drive visitors away before they even see what you offer, so improving speed was one of our top priorities.
We chose to rebuild the site from the ground up, removing unnecessary plugins, bulky code, and unoptimized images that were weighing it down. Starting fresh meant we could create a more efficient foundation tailored specifically to AAA Countertops’ needs, rather than plastering over old issues.
The move to Divi 5 made a huge difference. Its lighter framework, improved CSS handling, and smarter asset loading helped us cut load times by roughly 50%. Combined with optimized images, scripts, and caching, the site now feels instantly responsive whether you’re on desktop or mobile.
This performance boost isn’t just about speed for the sake of it. It has a measurable impact. Faster load times keep visitors on the site longer, reduce bounce rates, and increase conversion rates. Search engines also reward efficient sites with better visibility, making this upgrade a win for both overall functionality and SEO.
A Modern Take on a Trusted Brand
Gone were the slow-loading pages and outdated layouts. In their place: a stylized, modern design built with Divi 5, featuring clear navigation, a cohesive template, and interactive elements that help showcase AAA’s craftsmanship. Visitors can now explore projects and navigate the menu with ease, see detailed product information, and connect with the site in a way that feels both professional and approachable (and much more true to their brand).
Just as important, the new design performs well on mobile. Every element (buttons, galleries, text blocks, etc.) was optimized for all resolutions, ensuring the site feels just as seamless on a phone as it does on a desktop.
One example is the materials chart, which was rebuilt to be fully interactive and mobile-friendly.
Instead of static text, users can now swipe through different countertop materials to compare details and visuals instantly. It’s a seamless, faster experience that keeps potential customers engaged. And it’s much more fun than something like a PDF. You can try it out for yourself here.
Website That Speaks for Itself
With the new website live, AAA Countertops has a digital presence that’s just as impressive as their products and services. The faster performance, cleaner interface, and smoother building process make it easier for AAA Countertops to update and expand the site without frustration.
Andrea put it perfectly: “It is a cleaner design and more streamlined. The information is presented in a more concise way.”
The finished site reflects everything AAA Countertops stands for – quality, craftsmanship, and attention to detail – while giving them a platform that can grow right alongside them. For us, it’s incredibly rewarding to see design and functionality come together in a way that not only looks great but works beautifully for the people who use it every day.
Let’s talk about your website goals
Click below to schedule a free, no-pressure consultation to discuss your site, your needs, and how we can help bring your vision to life.
