As baby boomers age, retire, and plan for their twilight years, their housing demands are shifting. Rather than resorting to retirement facilities, boomers are moving their parents into their own homes, as well as looking for ways to stay put themselves as they grow older. This “age-in-place” trend has led to an increase in home remodeling that can satisfy people’s changing physical needs, like barrier free spaces that limit the risk of falling and are wheelchair accessible.

The latest player outfitting these homes is also one of our newest clients: West coast-based Design Without Barriers offers barrier free, contemporary bathroom solutions that fit seamlessly into modern residences, and work with designer materials like stone, tile, and glass for a true marriage of form and function. The company needed a web presence that achieved the same, so they turned to us.

When owner Jon Adamek came to Table XI, his enterprise was little more than a catalog of bathroom products—he didn’t even have a name for the company yet. So before writing one line of code, we worked closely with Jon and his team to understand the age-in-place field and where his business fit within it. Because Jon wanted the site up and running for summer trade shows, we had a tight timeframe in which to deliver.

The project gave us the opportunity to create not only a web strategy for a startup business, but also a visual language and voice that could help establish its brand as a forward-thinking provider of high-end design. We came up with the company name and logo both by considering this brand identity and identifying keywords that would yield optimal search results.

We wanted the site to capture this integration of beauty and functionality, so we sought to build a clean, fluid platform that best showcases Design Without Barrier’s products while utilizing searchable keywords that drive web traffic. By using a modified version of a WordPress template, we were able to keep costs down and give the DWB team something they can easily manage themselves. Moreover, since the website is primarily a lead generator, we had to have a system for tracking the business it brings in: We instituted a unique 888-number that will allow us to keep tabs on leads that come from the site, as well as the effectiveness of future search engine marketing campaigns.

Even though the site has been active for less than a month, Jon has already received qualified leads, and he continues to field inquiries from contractors and individuals interested in future-proofing their homes. We’re excited to continue helping Design Without Barriers grow and flourish (and we swear, it’s not just because Jon lives in Hawaii and has offered up his oceanfront condo for our personal use).

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