Case Study · 2026 Site Rebuild
How we rebuilt creativedisplayworks.com
An inside look at the SEO architecture, product configurators, and conversion engineering behind the new Creative Display Works site — designed and built in partnership with Aries Consulting Group. The site is one of three workstreams in that partnership.
The brief
Creative Display Works has been engineering custom retail fixtures from its Phoenix facility since 1994. The previous site showcased that craft but treated every visitor the same — a generic brochure with a single contact form at the end. Buyers couldn't price a project, couldn't see how a fixture would configure for their footprint, and couldn't get a quote without picking up the phone.
The 2026 rebuild had three non-negotiable goals: turn the catalog into an interactive configurator system that returns real pricing in under thirty seconds, rebuild the SEO and Generative Engine Optimization stack so the site shows up in both Google and AI answers, and engineer the funnel so qualified leads land in HubSpot the moment a buyer is ready.
The Aries team designed and built the whole thing — strategy, architecture, design, code, and the data layer behind it.
Where we landed
The shape of the site Aries shipped, in numbers.
live configurators driving qualified quotes
GEO health score across indexed pages
TTFB on bot-rendered pages via edge SSR
indexed pages, each with unique schema + metadata
Where we rank now
Average Google position on commercial search terms, before the rebuild versus after. Every term below was already being searched and already showing our old site — the pages just weren't competitive.
“beer racks”
Best position since launch: #12
“beverage shelving”
Best position since launch: #3
“retail display racks manufacturers”
Best position since launch: #1
“custom steel fabrication services”
Best position since launch: #3
“wire display racks manufacturers”
Best position since launch: #1
“custom displays”
Best position since launch: #5
Source: Google Search Console. “Before” is the impression-weighted average position for the 12 months ending June 11, 2026; “after” covers June 13, 2026 through July 29, 2026, following the June 2026 launch.
What Aries delivered
The Aries team owned every layer of the rebuild end-to-end. A partial inventory of what shipped:
Search & GEO architecture
Cloudflare Worker SSR prerendering, dynamic sitemap and robots, llms.txt enrichment, schema.org coverage across every product, FAQPage answers, and a custom GEO scoring system that grades every page for AI-engine readability.
Eight live product configurators
Footage-first calculators for tobacco fixtures, candy racks, liquor cabinets, beverage tubs, sneeze guards, cooler shelving, gondola displays, and beer cave room builders — each with database-driven pricing, structural visualization, and instant PDF quotes.
Conversion-engineered funnel
Multi-product quote aggregation, exit-intent recovery with tokenized resume links, programmatic HubSpot consent and deal sync, and an AI sales chatbot trained on the full product knowledge base.
Admin command center
Bulk price book editing with change history, GSC and GA4 intelligence dashboards, A/B testing on a Bayesian framework, content health analytics, and a unified lead reporting view across chatbot, calculator, and form submissions.
The broader partnership
The website is one of three pillars
Aries has been embedded with Creative Display Works well beyond the site — reshaping how the business plans, how the shop runs, and how buyers reach us.
cross-department planning cadence
Operations consulting
Planning discipline across departments, a formalized org structure with clear decision rights, leadership-hire advisory, and the strategic plan our sales team runs against.
disconnected systems consolidated
CDWos — internal operations platform
A custom operations platform replacing seven disconnected tools, with real-time visibility from the front office to the warehouse floor and AI-optimized install routing.
traffic in the first 30 days
This website
Instant configurable quoting, edge-rendered SEO and GEO architecture, and a funnel that puts qualified quotes in front of the sales team the moment a buyer is ready.
Aries has published the full engagement as a case study on their site. Read the Creative Display Works case study
“Aries helped us restructure the organization, rebrand, and build a B2B site with AI tools, a connected CRM, and custom production software. They also built the strategic plan our sales team runs against — it’s a full partnership, not a project.”
Designed & developed by
Aries Consulting Group
Led by founder Adam Waslefsky, Aries embeds with manufacturers, service businesses, and B2B brands as an operations partner — reshaping how the business runs, then building the custom platforms and revenue-driving websites that run it. Strategy, design, engineering, and the data layer behind it — under one roof.
Need fixtures for your stores?
Browse the configurators that this case study describes — or talk to the Creative Display Works team about a custom build.