Innovative Growers Equipment Case Study
Project Info
Introduction
Innovative Growers Equipment Case Study: Reconfiguring, Rethinking, and Redesigning a Website with a Mobile First Design
When we were presented with the opportunity to recreate the Innovative Growers Equipment (IGE) website, we were thrilled with the challenges and the opportunities this project created.
The first challenge we tackled was the site’s overly complex navigation, which included three layers—administrative navigation with social icons, a primary menu, and a separate store navigation. We addressed this by reimagining the navigation as a custom, multi-level menu that introduced greater stability, visual hierarchy, and clarity, giving users a comprehensive yet intuitive view of IGE’s full range of offerings. To further refine the experience, we streamlined the header with a hamburger menu, creating space to elevate high-value actions like Get a Quote, Shop Online, and Search, making them more prominent, purposeful, and conversion-focused.
Web Development
Don’t Sacrifice on Mobile
We all know the limitations of mobile design. Sometimes, we have to sacrifice style for functionality and traditionally, in the past, that has been worthwhile trade. But when we talk about mobile first web design, we mean it.
Our expectation was that the mobile experience would meet—or exceed—the desktop experience. Beyond ensuring full functionality on mobile, every table, animation, and image map was thoughtfully designed to perform seamlessly across devices. Just as important, we approached mobile design as a first-class experience, not a stripped-down adaptation. The result is a site that retains the depth, richness, and visual impact of the desktop experience while feeling intentional, refined, and fully immersive on mobile.
After – Mobile
After – Mobile
Before – Mobile
Utilize Image Mapping to Promote Product Benefits
It’s one thing to describe product benefits in paragraphs or bullet points, but it’s another to bring them to life through interactive image mapping. By building this functionality directly into the site, we created a more engaging way for users to explore product features in context. This tool is used throughout the site, with a clear example available on the homepage for a quick, intuitive look at how it works in practice.
Example 1
Example 2
ADA Compliant
When you visit IGE’s new website, you will notice a small wheelchair icon on the lower left hand corner of the site. This widget provides an AI-powered web accessibility solution, making IGE’s website accessible to people with disabilities and compliant with accessibility legislation.
These accessibility tools extend beyond visual and hearing considerations, improving the website experience for users with seizure disorders, ADHD, and color blindness. By implementing these features, Innovative Growers Equipment reinforces its commitment to ensuring everyone has equal access to information about its website and products.
SEO Results
Prior to the launch of the new website, Innovative Growers Equipment only ranked on the first page of three of the terms listed below. Now, they are on page one for all keyphrases and #1 in the country for four of the keyphrases. Their lighting SEO was virtually non-existant, and just three months later, they are on page one for several search terms.
90 days post website launch–IGE’s organic ranking
Speed Testing & Analysis
Page speed, ranking and SEO are all correlated and affect one another. Innovative Growers Equipment’s website ranks high for desktop and mobile. We continue to monitor the speed results to improve the speed and, in turn, Google ranking of this site.
Desktop speed test results
Mobile speed test results
Results
This Green Closet Creative project transformed IGE’s website into a powerful, user-focused digital platform that balances complexity with clarity. Through thoughtful navigation design, a mobile-first approach, interactive product storytelling, performance optimization, and a strong commitment to accessibility, the site now reflects the depth and innovation of IGE’s products while delivering a seamless experience across devices. The results—improved usability, stronger SEO performance, and faster load times—demonstrate how intentional design and strategic development can directly support business growth.
Hermes Creative Awards – Platinum Award Winner
Green Closet Creative was honored to receive a Gold Award from the Hermes Creative Awards for the mobile-first website created for Innovative Growers Equipment (IGE), recognizing excellence in user-focused design, performance, and clarity across devices. This award reflects the success of our mobile-first web design approach that prioritizes usability and speed, delivering a seamless experience for IGE’s customers on both mobile and desktop.
Ready for a digital experience that works as hard as your business does? Let’s get started.