Case Study F.W. Webb
Bridging Legacy Systems with Scalable, Modern Solutions
>95%
conversion rate
14.5%
month-over-month growth in transactions
90.6%
engaged sessions
The Challenge
FW Webb operates a deeply integrated ecosystem of custom-built systems that have served the business well for decades. As customer expectations evolved, they needed a way to modernize their digital experience without disrupting the systems and workflows at the core of their operations. The opportunity was to create a scalable digital foundation that could support new channels and enhance the in-branch experience for their customers.
Perspective
We began by immersing ourselves in FW Webb’s business, operations, and existing development structure. This understanding allowed us to align closely with their goals and shape a strategy tailored to their organization. Rather than recommending a full replatforming, we collaborated with their team to define a realistic scope and identify the most impactful starting point. We proposed a phased approach, starting with decoupling the front end from the back end. This allowed us to introduce modern capabilities–like a headless CMS and Smith’s composable storefront– without requiring a complete overhaul. It also gave us the flexibility to innovate quickly while preserving the integrity of their existing systems.
Solutions
We started by designing a native iOS app to support contractors in the field and extend the in-branch experience. Positioned as a “branch in your pocket,” the app was built using Smith’s composable storefront and a headless CMS to deliver personalized, branch-specific content. To ensure it met real-world needs, we prototyped and tested the experience directly with customers, using their feedback to shape the final product. This strategically scoped initiative validated the composable approach and set the stage for a full website redesign. That redesign is now underway using the same architecture to ensure consistency, scalability, and speed across channels. These efforts are creating a future-ready digital foundation that enables innovation while preserving the systems that have long powered FW Webb’s success.
“I’m proud of the entire F.W. Webb Company team for bringing this to life. It was a company-wide effort, from the project team and branch staff to our customers, executive leadership, and partners at Smith.”
Brendan Lilly, VP of Ecommerce & Digital, F.W. Webb
