ATI Color

Ecommerce Platform, Product Categorization, WordPress, Content Generation, Integrations


ATI Color is a family-run paint and refinishing distribution company located in Green Bay, WI. For over 30 years, they have been providing paint and finishing solutions to the automotive, military, heavy-industrial, and architectural industries.

As they’ve grown over the years, ATI Color knew they wanted to offer their products for sale online in an easy to manage solution. Facing several challenges from their previous, outdated website platform, including a cumbersome user experience and security vulnerabilities, they came to Webfitters for a modern, user-friendly, and secure website to better serve their customers.


One of the main goals of this project was to enhance the user experience dramatically. To address this, we rebuilt the website on the WordPress platform, a widely recognized content management system known for its user-friendliness and versatility.

On the frontend:

The new website allows for streamlined navigation, making it easier for customers to find products, explore categories, and complete their purchases. This approach ensures that users, whether technologically savvy or not, can easily interact with the site, resulting in increased engagement and conversion rates.

One way we did this was by restructuring their product categorization. The new structure simplified the browsing process, ensuring that visitors could quickly locate products of interest. This organization not only improved user experience but also enhanced SEO, making the website more discoverable on search engines.

Our team also worked with ATI color to write a compelling ‘About Us’ page after sitting down for an interview with their leadership team. Their new page highlights the company’s values, mission, and commitment to customer satisfaction. This added a personal touch to the website, helping to establish a stronger connection with visitors.

To further enhance the user experience, we also introduced a robust customer portal. Now, customers can log into their accounts and access a personalized dashboard. They can review their order history, update account information, and manage shipping addresses. This feature not only improves customer engagement but also encourages repeat business.

On the backend:

An important element of the project was enhancing efficiency not only on the frontend, but on the backend as well. By optimizing the backend for usability, the ATI Color team is now able to log into their dashboard to update product prices, descriptions, and other essential information through a user-friendly interface. We also connected them to Avalara, a 3rd party service that helps monitor, collect, and report on sales tax to ensure ATI is compliant across the USA with Sales Tax.

Addressing the security vulnerabilities of the old platform was crucial to ATI Color. With WordPress, we can implement robust security measures, including regular updates, firewalls, and encryption protocols. This ensures that sensitive customer data remains safe and protected from potential threats.

If you’re ready to take the next step and give your organization’s website a revamp, talk to our team of website design and development experts today!

We love a good challenge, collaboration, and new partnerships. Contact us today for a free consultation on your next project.