StoneCycling creates sustainable building materials that are also aesthetically appealing.

StoneCycling has shaken up the construction industry with their innovative WasteBasedBrick. This brick isn’t just sustainably produced with low CO2 emissions and upcycled construction waste, but it’s also aesthetically pleasing. It wasn’t long before this brick was being used in projects from Amsterdam to New York. Unlike most manufacturers who use traditional distribution channels, StoneCycling focuses on their website as the primary sales channel. The previous website had its limitations, so it was time for a rebranding and a new site. This approach has paid off: the number of sample requests increased by a whopping 1025% in just six months.

Creating and Showcasing Impact

For those navigating through the website, it’s crystal clear: the impact of both the products and projects is visible everywhere. Creating impact is at the core of everything StoneCycling undertakes, and it deserves to be seen. StoneCycling is on a mission to accelerate the development and reuse of sustainable building materials, and they ensure that this is communicated in a transparent manner.

Unique branding for each product

In collaboration with Ape to Zebra (who provided the new branding) and Nina van Bart (responsible for the art direction), we have created an innovative website design. This earned us an ‘Honourable Mention’ from the renowned design platform Awwwards. A unique feature of the StoneCycling website is that each product page has its own color palette. This palette is automatically generated by simply setting a base color.

More call-to-actions, fewer questions

Although the main purpose of the website is to generate more qualified sales leads, it was necessary to put a brake on this. The sales team received more requests than they could handle. Not a bad sign you might say. But in practice, most leads turned out to either not be qualified or ask basic questions that can also be found on the website.

By proactively answering questions and streamlining call-to-actions, the number of unnecessary questions decreased by 80%.

Upsides & highlights

  • The number of sample requests increased by 1025% in 6 months.
  • The Bounce Rate immediately dropped by 25%.
  • The average session duration increased by 76%.
  • The number of organic visitors (SEO) increased by 129% in 6 months.
  • With 80% fewer unnecessary questions, the sales team has more time for qualified leads.
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