Fletcher Insulation
A discovery-led approach that helped Australia's insulation leader build a digital presence worthy of their reputation.
Making insulation distinctive + memorable.
The client
Fletcher Insulation is one of Australia's leading suppliers of insulation products, operating in a B2B environment and serving trades, architects, builders, and project teams across the country. They own one of the most authoritative domains in their category, insulation.com.au, and have built a reputation for quality that their previous digital presence simply didn't reflect.
The problem
When Fletcher Insulation approached Pixel Agency, their website was dated and undifferentiated. In a competitive B2B market where trust and authority matter, their digital presence was blending into the background rather than reinforcing their position as a category leader. Their information was hard to find, the experience wasn't mobile-friendly, and the site wasn't keeping pace with a new brand direction they were already investing in through a separate branding agency.
Fletcher recognised they needed a specialist digital partner, one with the strategic depth and design capability to translate a new brand strategy into a cohesive, high-quality web presence. Without the right digital partner, they risked launching a new brand with a website that undermined it. With this in mind, they approached Pixel Agency.
The approach
We started where we always start: understanding the business before touching a design tool. We ran a structured in-person discovery workshop with twelve of Fletcher Insulation's key stakeholders, spanning marketing, product, IT, operations, finance, and their branding agency, to surface what the website needed to do, for whom, and why.
That workshop gave us a clear picture of their website visitors, the questions those visitors needed answered, the information that needed to be front and centre, and the internal processes that would shape how the site was maintained after launch. We followed up with targeted virtual sessions with each department to go deeper before presenting a proposed solution, cost, and timeline.
The solution
Working closely with their branding agency, we translated the new brand identity into a digital experience designed to perform, not just look the part. The result was a website that matched the quality Fletcher Insulation was known for: clear, authoritative, and easy to use.
The results
The impact was clear and it came quickly:
Significant increase
in average session time
A best-in-category
web presence that reflects their market position + brand quality
Significant reduction
in support requests
Qualitative user feedback highlighted a dramatically improved experience: information was easier to find, the site was properly mobile-friendly, and it was distinctive.
For Fletcher Insulation, a site that reduces support load while increasing engagement is more than a better website. It's a sales and service asset that's always available.
Client
Industry
Construction, Manufacturing