B2B Gas Product Distributor Web Design Holland Supply Company Featured

E-commerce Website Redesign for Natural Gas Product Distributor

Holland Supply Website Redesign Delivers Modern Design and Functionality

Holland Supply recently came into new ownership. Up until that point, Holland Supply had only relied on word of mouth referrals to make sales, so the new team inherited zero marketing. In order to begin a new marketing effort, they needed to start with a brand new website and custom e-commerce functionality. The redesigned website brought an exponential increase in engaged traffic, and continues to evolve as the company grows.

Windmill Strategy has years of solid experience with the web development and digital marketing services with similar industries, which is why they came to us to turn their vision into reality.

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Services Utilized

  • Analytics and Insights
  • UX, Visual Design & Branding
  • Digital Marketing
  • Logo Refresh
  • UX Consulting
  • Web Design & Development


  • APIs and integrations
  • Content Taxonomies and Relation
  • Custom Design
  • E-Commerce Customizations and Custom Coding


  • 562% increase in site traffic
  • 115% increase in product page views
  • Improved user experience
  • Modern look-and-feel

About Holland Supply

Holland Supply has been a trusted provider of natural gas products, both locally and nationwide, for over fifty years. They’re one of the largest stocking distributors in the country with a specialty in processing and distributing orders quickly.

Situation: New Owners With a New Vision

Holland Supply’s new owners had a vision: they wanted their website updated to include an e-commerce platform that generated customer traffic, conveyed the consultative problem solving that’s the cornerstone of their brand, and efficiently moved leads further into the sales funnel by routing them to their sales team.

They also wanted a lot of additional functionality added, like the ability for customers to log onto the site to see their order histories and access a library of product spec sheets. The logo and overall site imagery needed updating to deliver a more professional and up-to-date message.

Amidst these functionality and modernity needs, they also wanted their site to be flexible and easy for them to maintain and update copy, images, videos and other assets to support their marketing and sales initiatives.

Solution: A Custom, Efficiency-Focused E-commerce Website Overhaul

Because the project required a high degree of customization and unique business requirements to meet, we had to first strategize the smartest way to meet those needs.

B2B Gas Product Distributor Web Design Holland Supply Company Mobile ResponsiveWe evaluated creating a NetSuite integration from scratch or partnering with a third party to handle some of the data transfer and customer facing pages. We ultimately partnered with In8Sync, a vendor that provided API access to NetSuite data along with an application that we could embed on pages to allow customers to access order history and account information.

The project included creating an end-to-end system for tracking products, inventory, customer specific pricing, availability, and order placement. We used the In8Sync tools to transfer data between the website and NetSuite while simultaneously integrating the CyberSource payment gateway into the website and Netsuite instance.

Holland Supply’s existing product organization system was unique and suited their needs well, having evolved over the 30 years they spent in business. This was great, as it met their needs, but left us with a roadblock: it wouldn’t easily cooperate within a standard eCommerce schema of products, variants, or assemblies. So we built our own.

We created a system which collected over 25000 SKUs from NetSuite and organized them into product series with a wide variation within each product. Site visitors can select from many options to drill down to the exact product they needed from hundreds of very similar offerings. Each type of product had different filtering options and we created a set of dashboard tools to allow Holland Supply the flexibility they were seeking to manage filtering options in order to accommodate changes and future product offerings.

Another facet of this project was the large, already existing customer base Holland had within NetSuite. Unfortunately, this customer data was frequently incomplete and inconsistent. To assist with this problem, we created an onboarding system that allowed customers to identify themselves and access their account data while keeping the user administration tasks for Holland to a minimum.

Overall, this project moved an industrial company’s website from a simple and minimal brochure-style website to a full-fledged, robust e-commerce site that placed them far ahead of their competition. If you’re interested in seeing how Windmill Strategy can help you make similar positive changes to your website, feel free to get in touch with our team today.

B2B Gas Product Distributor Web Design Holland Supply Company Laptop

Are you looking for a digital marketing partner that understands the complexities of your industry? Let’s talk today

Windmill Strategy is a web design company & digital marketing agency helping B2B distribution companies achieve increased visibility, higher quality leads, and greater marketing ROI through smarter web design. Our website design and B2B digital marketing approach goes beyond “more traffic,” seeking out better traffic, by gaining the attention of the specific niche groups of buyers and influencers that represent your best customers. We help our clients communicate and sell their complex products and services to multiple audiences – be it through web design or digital marketing and SEO. Working collaboratively with your in-house marketing and sales team, we design websites that drive leads and sales that result in overall business growth. Schedule a call to learn more.