Industrial Coatings Website Design – STEEL-IT UK

STEEL-IT is a specialist industrial protective coating manufactured in the United States. What makes the product unique is that it contains microscopic stainless steel particles, creating an extremely durable finish that is widely used in motorsport, engineering and industrial applications.

While working at Gigglepin 4×4, I developed the UK distributor website for STEEL-IT, creating a dedicated online presence for the product within the UK market.

The website was designed to introduce the product to UK customers, explain its benefits and generate trade enquiries from distributors, workshops and industrial users.

Bringing STEEL-IT to the UK Market

Steel‑It coatings are widely used in the United States for protecting metal components exposed to harsh conditions.

The coating provides:

  • Excellent corrosion protection
  • High durability
  • A distinctive stainless steel finish
  • Resistance to chemicals and abrasion

As the official UK distributor, Gigglepin required a website that could promote the product to British customers while supporting the growth of the brand within the UK market.

industrial coatings website design

WordPress Website Development

The website was built using WordPress, allowing the business to easily update product information and expand the site as the UK distribution network grows.

The site structure focuses on clearly explaining the product and its applications, helping visitors quickly understand the benefits of STEEL-IT coatings.

Key sections of the website include:

  • Product information and features
  • Application examples
  • Technical specifications
  • Trade enquiry forms

The goal was to create a clean, informative website that educates potential customers while encouraging enquiries.

industrial coatings website design

A UK Version of the US Website

The UK website was designed to mirror many of the key elements from the original US STEEL-IT website, while adapting the content for a UK audience.

This included:

  • Re‑structuring content for UK customers
  • Highlighting Gigglepin as the UK distributor
  • Providing local contact information for trade enquiries

By adapting the structure and messaging, the website helps ensure UK customers can easily find information and connect with the distributor.

Designed to Generate Trade Enquiries

Unlike a traditional e‑commerce website, the primary goal of the STEEL-IT UK website was lead generation rather than direct online sales.

The website was built to encourage businesses such as:

  • Engineering companies
  • Automotive workshops
  • Motorsport teams
  • Manufacturing businesses

to enquire about using STEEL-IT coatings in their own projects.

Clear contact forms and calls to action were integrated throughout the site to make it easy for potential customers to get in touch.

Applications in Automotive and Engineering

STEEL-IT coatings are particularly popular in environments where durability and corrosion resistance are essential.

Typical applications include:

  • Automotive components
  • Motorsport parts
  • Industrial equipment
  • Fabricated metal components

The website showcases these types of applications to help visitors understand where the coating can be used.

My Role in This Project

This website was designed and developed while I was employed by Gigglepin 4×4, the UK distributor for STEEL-ITt coatings.

My responsibilities included:

Technologies Used

  • WordPress CMS
  • Responsive website design
  • Lead generation enquiry forms
  • Product information pages
  • Custom styling and layout