Oracle ERP
Data, AI & Digital Services
Company & Resources
Products
- KSA
- 3160 Al Hussein Ibn Ali, At Taawun, 7258, Riyadh 12475
Bay Forward © 2026 - All Right Reserved
- casestudy
Fork-Co Website Redesign Case Study
Intro: Fork-Co Website Redesign Case Study
Fork-Co is a U.S.-based manufacturer of forklift attachments, including forklift forks, extensions, rotators, clamps, carpet poles, and specialty rigging hardware. Headquartered in Texas, the company serves warehousing, logistics, construction, manufacturing, and marine industries.
Its website functions as both a product discovery platform and an eCommerce storefront, with a large catalog, established organic traffic, and two purchasing models: direct online purchasing and Request for Quote (RFQ).
Company
Fork-Co
Location / Region
Texas, USA
Industry
Industrial Manufacturing
Store Footprint
Single storefront, national reach
Legal Entities
1 (single company)
System Users
10+ Users
Previous Setup
Legacy Odoo
Solution Deployed
Odoo 17 — Full Redesign + Dev
Project Duration
~4–6 weeks
The Challenge
Fork-Co approached us with an established website that had accumulated significant organic visibility over the years. The redesign needed to modernize the experience without disrupting existing search performance or the business operations behind the site.
The key challenges were:
-
Retain all existing website content, including long and inconsistently formatted copy.
-
Create a consistent experience across product, category, and marketing pages.
-
Support both direct purchasing and Request for Quote journeys.
-
Organize a catalog spanning 18+ product families with different content requirements.
-
Preserve existing URLs and minimize SEO risk throughout the migration.
-
No mobile responsive view-more bounce rate (detail)
Our Approach
Phase 1
Discovery & Content Audit
- →Began with a full content and URL audit, mapping every existing page, product, and text block.
- →Built a clear inventory of what existed and what the design system needed to accommodate.
- →Captured the widest and most unusual copy lengths to stress-test the design system from day one.
Phase 2
Figma-First Design Process
- →The website was fully designed in Figma before any development began.
- →Page structures, responsive behavior, components, and content variations were reviewed and refined before implementation.
Phase 3
Design System Definition
- →Built a coherent design system from scratch, defining a type scale, spacing grid, color palette, and component library.
- →All components were stress-tested against the longest and shortest real content strings before sign-off.
Phase 4
Dual-Flow Product Architecture
- →Designed a system to clearly differentiate shop products (add-to-cart) from on-demand products (request a quote).
- →Each product type received a distinct CTA, page template, and backend routing, while remaining visually consistent for the end user.
Phase 5
Odoo Website Development
- →Developed a fully custom Odoo website, overriding Bootstrap defaults and Odoo's native component set with purpose-built SCSS and QWeb templates.
- →All customizations were modular and maintainable, avoiding direct core edits.
Phase 6
SEO-Safe Migration & QA
- →Existing URLs were mapped and preserved, with redirects verified where necessary.
- →Metadata and structured data were carried forward and updated.
- →Before launch, the website underwent cross-browser, responsive, and functional QA, followed by a controlled deployment.
Key implementation highlights
1. Audit Sessions:
Navigation & Information Architecture: Evaluated how users moved through product categories, pages, and key sections, identifying areas where information was difficult to find or required unnecessary steps.
Product Discovery: Reviewed how products were organized, searched, filtered, and presented to help users quickly identify the right product.
Product Information: Audited product pages for missing or inconsistent information, content hierarchy, specifications, and details needed to support purchasing decisions.
Purchasing & RFQ Journeys: Compared the direct-purchase and Request for Quote paths to ensure both journeys were clear and supported the different needs of customers.
Content & Usability Gaps: Identified missing content, unclear messaging, inconsistent terminology, and sections that could create confusion or hesitation.
Responsive Experience: Reviewed how key interactions and content adapted across desktop and mobile layouts.
Conversion Opportunities: Assessed calls to action, product interactions, and key decision points to identify opportunities to reduce friction and improve conversion.
The findings from these sessions were used to define the redesign priorities and ensure the new experience addressed both user needs and business requirements, rather than simply applying a new visual style.
2. Flexible Content Templates
Product and category templates were designed to accommodate varying amounts of content without disrupting the layout, using responsive cards, collapsible sections, and appropriate truncation patterns where needed.
3. Component-Driven UI
Reusable, scalable design components replace one-off layouts, ensuring consistency across the entire interface.
4. RFQ + Shop Coexistence
Smart product flags in the Odoo backend determine which fulfillment path is shown per product. No user-facing complexity; the correct CTA and form automatically appear.
5. Consistent Grid System
A 12-column responsive grid replaced the previous ad-hoc layout. All pages from homepage to deep product detail now share the same spatial logic and breakpoints.
6. Performance Optimization
Optimized images, frontend assets, and Odoo’s asset pipeline to improve page speed and overall website performance.
7. Rental & Financing Pages
Dedicated Rent/Lease and Financing landing pages were designed to drive conversions, with lead capture forms seamlessly integrated into Odoo CRM.
Custom Developments
Custom Development
Description
Website Pages (Custom Development)
Designed and developed fully custom website pages in Odoo, tailored to business requirements beyond default templates. Focused on clean UI structure, responsiveness, and reusable components to ensure scalability and maintainability.
Customize the Shop Page
Redesigned the shop page layout to improve product visibility, filtering, and overall user navigation. Optimized the user journey to enhance browsing efficiency and support higher conversion potential.
Customize the Shop Single Product Page
Customized the product detail page to present information in a more structured and visually engaging format. Improved content hierarchy, product highlights, and call-to-action placement to support better purchase decisions.
Redesign the Contact Us Page
Rebuilt the contact page with a modern layout and improved form usability for better user interaction. Enhanced accessibility and clarity to streamline customer communication and inquiry handling.
Customize the Header and Footer
Redesigned the header and footer to strengthen branding and improve site-wide navigation consistency. Implemented a structured layout to ensure easy access to key sections across all devices.
Client Testimonial
— Gilbert Tang, Chris Sports
"Responsive, Professional, and most importantly Highly Competent. I have used the Bay Forward Team for both Website Design and Organic SEO work with fantastic results."
Result & Impact
Following go-live, Fork-co experienced significant measurable improvements.
KEY INSIGHTS
+107%
Organic Clicks | 7,070 vs 3,410 (prior period)
+114%
Organic Impressions | 475K vs 222K (prior period)
46K+$
New Revenue
Beyond the numbers, the most transformative outcomes were:
- Fork-Co could see exactly which pages and queries were driving real business, giving marketing and sales a shared language to plan around.
- Users can now scan and understand dense product pages quickly. Product discovery feels guided instead of overwhelming.
- The site reflects the precision and reliability of the brand itself.
Conclusion
The Fork-Co redesign transformed a complex and inconsistent Odoo website into a modern, scalable digital platform while preserving years of SEO value. Through a structured design system, streamlined product experience, and careful migration strategy, the new website improved usability, strengthened the brand, and delivered measurable growth in traffic, engagement, and revenue.
Table of Contents
Talk to Our Team
Share your email for a quick, personalized response.
Get in Touch with Us
Our team of experts, engineers, and innovators is ready to collaborate with you.
OOdoo