Allegheny Millwork & Lumber Logo

Allegheny Millwork & Lumber is a large lumberyard, offering contractors raw materials and more than 350 moulding profiles. Additionally, they service professionals and homeowners with home design materials such as windows, doors, kitchen & bath, decking, siding, stair & rail, and everything else needed to make your home beautiful inside and out.

Construction / Home Design



The Challenge

Allegheny Millwork & Lumber is a well-known traditional lumberyard with a home design center as a best-kept-secret. The showroom features stunning architectural elements and needed a website to reflect its offerings to homeowners, while also functioning to serve its legacy customer base of professionals with a better user experience.  

AM&L needed two major overhauls to its digital presence: a site that offered a better user experience for outside sales and professionals for its lumber and moulding profile page clunky interface, in order to capture more inquiries and make it easier on their current customer base to find the right product.

Likewise, a clean, elegant, aspirational visual journey that reflects the depth and quality of the showroom display to ensure its high-end architectural offerings were appropriately communicated to the right audience; not just to drive action, but functioning to influence, inspire, and open the end-user’s imagination to the possibilities of their home design project.


BAM emphasizes research and discovery, and put in nearly 40 hours of work before a wireframe was conceived. We packed this information in an organized Discovery Insights Matrix in Google Docs to properly segment and find utility in our learnings. We then ran a high-level competitive analysis using local businesses, plus a content audit and inventory of the current site using SEO Crawlers & Google Analytics. This informed our local search query opportunity and helped to analyze current user behavior. It also allowed us to detect site-level issues such as missing meta information & title tags, low-performing content that needed updated or pruned, and index/crawl errors.



We created an extension logo featuring “Architectural Elements” with an expected full re-brand in the future. BAM sourced more than 3,000 media items (mostly vendor-produced creative) for a site that would feature to-date 100+ total vendor and category pages, more than 375 moulding profiles, and dozens of photo galleries. Additionally, since the old vendor pages were thin in written content, we scraped through 60+ pieces of vendor print brochures & product catalogs to gather specific information for the new product page detail.

Drawing design inspiration from “luxury” websites, we changed font headers to a sans serif with minimal stroke contrast to denote elegance, kept a clean, white background space allowing the font and visual elements to pop, instituted a “moulding” frame around the photography for unique detail, and hired a media company to create a “virtual showroom” feature with a 3D camera.

The outcome

more General Contact Inquires


more Installation/Consultation Appointments


higher Site Conversion Rate

Hear From T.J. Stauffer, Director of Design & Development

“BAM Advertising proved to be the best choice of a partner to build Allegheny Millwork & Lumber’s website.  Through meticulous planning and execution, Devon and William took the time to get to know our needs, our business and functional requirements to design and implement the best virtual representation of our business.  They were prepared, thoughtful, transparent and timely in the development of our website.  At the end of the build, we have a comprehensive website that is easy to navigate and update.  We could not be happier with the result.  Kudos to BAM for your professionalism and creativity.”