Case Study: Dain's Lumber Supply Gets a New Website

The Challenge

Dain’s Lumber, based out of Peekskill, NY is a lumber and other building material supplier. Dain’s has a large outdoor (and indoor) showroom for homeowners and contractors. In business since 1848, Dain’s relationships with its customers are strong.

Dain’s relationships and attracting customers wasn’t a major problem. Instead, Dain’s needed a website that simplified the shopping experience for both contractors and homeowners. With hundreds of products and brands, their previous site offered very limited information on what the supply yard carried, let alone kept in stock.

Dain’s website included several pages and then used a 3rd party supply yard website to display products they carried. This 3rd party site was hosted on a separate platform and automatically updated the product info. Which was one of the key benefits for the integration. Unfortunately, the products weren’t organized in a way that neither homeowners or contractors would want to see the information. There were over 20 categories that duplicated products, but the categories weren’t broken down by project or in a way that contractors or homeowners would shop. Additionally, these product descriptions weren’t challenging to find - they were pulled directly from the product websites.

One of the most challenging aspects of the website was the lack of mobile optimization. Almost impossible to navigate on mobile, Dain’s was missing out on important traffic (most businesses have at least 50% of the their traffic on mobile).

How We Helped

Halstead Media transformed the Dain’s website to resemble their new logo/brand, organized content (approximately 100 pages), and a website experience that made sense to their lower Hudson Valley customers.

The homepage features a slider of Dain’s unique callouts. Then, users are taken to a section with shortcut links to product categories, followed by information about the Mill, and finally Dain’s Instagram feed is automatically pulled in the bottom.

Content organization took most of the effort, along with all the website copy for every page and section.

The content is presented in:

Products: 10 categories including Roofing and Siding along with Fencing. After clicking into a product category, visitors are offered my details with sub-categories. Some major categories such as Lumber & Building Materials feature in-stock products. The in-stock section (along with an events section accessible in the footer) are easy to update by Dain’s - which was an important need for them.
Resources: Delivery services, SDS, along with some others.
Showrooms: While Dain’s has one location, they have multiple showrooms at their site.
The Mill: A link to a separate area of their business.
About: Dain’s rich history is integrated throughout their website, but it deserves it’s own section to highlight their timeline.

See Dain’s New Website:


And in case you’re interested, here is their previous website:

Dain's Lumber in Peekskill old website