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 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
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.
"We came to the Aries team with a thirty-year-old fixture catalog and a stack of spreadsheets. They turned it into a site that quotes a tobacco fixture, a beer cave, and a custom fabrication job before a buyer ever picks up the phone."
Designed & developed by
Aries Consulting Group
Led by founder Adam Waslefsky, Aries' SEO and conversion-engineering practice designs and builds revenue-driving websites for manufacturers, service businesses, and B2B brands. Strategy, design, engineering, and the data layer behind it — under one roof.
Visit ariesconsultinggroup.comNeed fixtures for your stores?
Browse the configurators that this case study describes — or talk to the Creative Display Works team about a custom build.