CL2 Solutions represents 15 water and wastewater lines across Florida and Georgia. The old site had a phone number and no way to request a quote. Here's what we changed, why each change matters for a rep firm, and what happened in the first two days.
BeforeAfter
Drag the handle. Left is the old cl2solutions.com, right is the rebuild.
After launch. The old site had never produced any business.
Google PageSpeed Insights, before and after.
Google PageSpeed Insights, before and after.
No form at all, to a structured request routed straight to the founder.
If you run a rep firm, the old site will look familiar. It looked like a business. It didn't work like one.
Visitors had to work to understand what CL2 actually did, where, and why it mattered. The homepage led with a tagline and no clear next step.
For a rep firm: a distributor or engineer decides in seconds whether you're the right rep for their territory. If the site doesn't say it, they assume you're not.
The site assumed the visitor already knew which manufacturer or product line to look for. One brand page at a time, nothing organized by what the buyer is trying to solve.
For a rep firm: a plant operator knows the problem, not always the brand. Your line card should meet them there.
No form, no quote request, no structured way in. An interested buyer had to invent their own next step, so most of them left instead.
For a rep firm: the request that never gets sent is the quote you never knew you lost.
The rebuilt site is how we delivered it. Every piece below answers a question a buyer asks before they ask for a price.
The old homepage led with a tagline. The new one keeps the water-treatment identity but gives it a job.
Details from the rebuilt homepage: the process card and the strip under the hero.
Instead of expecting visitors to know the manufacturer they need, the site lets them start with the problem they're solving, then guides them to the right line and the next step.
BeforeAfter
Left: one brand at a time. Right: a recommendation path, search, and application filters.
This is the part a web designer doesn't build, and the reason the rest of the work matters. The original site had no form at all.
BeforeAfter
Left: a phone number and an address. Right: a quote request that arrives with the details.
Three new sections explain why the relationship with CL2 matters after the product is found, and what happens after a buyer reaches out.
Why CL2: the service model, made tangible.
How CL2 works: three steps that lower the uncertainty.
Two modes at once: a guided path for unsure visitors, direct search for the rest.
CL2 had the question volume to justify it. The assistant answers buyers' questions from CL2's own information, explains products and applications, and moves high-intent visitors toward the quote form when a conversation gets specific enough to be worth a real reply.
The CL2 assistant, open on the published site.
A lead system only works if people can reach it. Mobile performance went from 51 to 100 and SEO from 85 to 100, measured on Google PageSpeed Insights before and after.
Specialty, geography and value proposition are visible immediately.
Local focus, manufacturer access and service are made explicit.
Represented lines collected inside one consistent discovery experience.
Search, categories, recommendations and the assistant reduce uncertainty.
The form captures the application context CL2 needs to continue the conversation.
One result, stated exactly as it happened, with CL2's permission. The old site had never produced any business. Two leads in the first two days after the rebuild.
We're not telling you the same thing will happen for you. We're telling you that's what happened for them. No other figure is claimed anywhere on this page.
The visual system and content hierarchy make CL2 feel aligned with the municipal and industrial markets it serves.
Customers can begin from a category, a search term, a recommendation path or a question, not just brand familiarity.
Calls to action, guided inquiry fields and the assistant make the route from interest to conversation visible.
Homepage, product search, Why CL2, process, assistant and contact all say the same thing: CL2 helps plants find and support the right equipment.
"I can't say enough about the great job Parker Widman with Melusi did creating my website! He really brought it to life, and the website looks absolutely amazing. Professional, clean, and exactly what I was looking for. Great work, Parker!"
Jason ErskineCL2 Solutions LLC
"The CL2 Site looks great now and it's 'freaky fast!' Thanks for making those changes. You really did an excellent job on this and I truly appreciate it."
Jason ErskineCL2 Solutions LLC, after the first round of changes
We don't know, and we won't tell you it will. Two leads in two days is what happened for CL2, stated with their permission. What we can say is that the three gaps CL2 had (a first screen that didn't say what they do, a line card you could only navigate by brand, and no way to request a quote) are the same three gaps we see on most rep firm sites. The free audit tells you which ones you have.
No. Quote requests land in Jason's inbox with the company, plant, product interest and process need already filled in. He replies the way he always has, with fewer emails back and forth to get the details.
It's scoped per build. CL2 had the question volume to justify it, so it's included on cl2solutions.com. Every build is quoted as one fixed number in writing before any work starts, so you'll know exactly what's in yours.
We don't publish client pricing. Every build is quoted as one fixed number in writing before work starts, and nothing begins until you approve it. The audit that comes first is free.
Yes: cl2solutions.com. Try the product finder, the quote form and the assistant in the corner. That's the system, running for a real rep firm.
Send us your site. Parker reviews it personally and sends back a short written summary: what's working, what's costing you quotes, and what he'd build first. Free, no obligation, usually within a day or two.