ShadeLux Australia

The challenge

ShadeLux manufactures custom indoor and outdoor window treatments exclusively for the trade — blind retailers and large commercial projects — and never sells to the public. That creates an unusual web problem: the site has to be findable and persuasive to a retailer sizing up a new supplier, while making it unmistakable that a homeowner enquiry is a dead end for everyone involved. It also had to carry three decades of manufacturing credibility for buyers who judge a supplier on precision, spans and whether the components will still be working in ten years.

The approach

I built the site around the trade buyer rather than the end customer. The trade-exclusive positioning sits in the first screen, so nobody is left guessing who this is for. Product pages lead with the specifications a retailer actually quotes from — Zipscreen spans to seven metres, indoor rollers to 3.8, wire-guide options on the Ziptrak, cassette styles on the folding arm awnings — instead of lifestyle copy that tells a professional nothing. The supplier partner grid does credibility work no claim can, naming the Australian component brands behind every build. Enquiry replaces cart throughout, because every sale here starts as a conversation. The whole site was designed in Figma first — structure, screens and states agreed before a single Elementor block was placed — then built on WordPress so the team can keep product pages current without coming back to me.

What changed

• 01Trade-exclusive positioning stated in the first screen, filtering retail enquiries out early
• 02Product pages led by the spans and specifications retailers quote from
• 03Named Australian component suppliers presented as visible proof of the supply chain
• 04Enquiry-led routes throughout, matched to how a trade sale actually begins
• 05Thirty years of manufacturing history framed as the credential trade buyers assess