The problem
A Digital Presence That Did Not Reflect Brand Evolution or Customer
Focus
Despite over three decades of trusted service, Central Pro Supply’s digital platform
lagged behind its market position. The company underwent a strategic rebrand from
Central Turf & Irrigation Supply to Central Pro Supply to better reflect the breadth of
solutions it provides to landscape professionals, contractors, and green industry
partners. However, the existing website did not communicate the expanded product
categories, growth‑focused services, or the company’s partner‑first philosophy.
Users struggled to find information about:
- Solutions for saving time, growing revenue, and improving operational efficiency
- Inventory categories across irrigation, lighting, hardscape, turf, and equipment
- Educational resources and partner support tools
- Navigation was fragmented and did not surface resources central to a contractor’s
decision process, reducing clarity on how Central Pro Supply helps contractors
succeed year after year.
The solution
A Strategic Digital Transformation Built Around Brand and Customer
Needs
Dotlogics partnered with Central Pro Supply to deliver a fully rebuilt website reflecting
the company’s new brand identity, growth vision, and solutions focus. The approach was
rooted in a deep understanding of Central’s customers — professional contractors and
green industry businesses — and what they seek when engaging digitally.
Key elements of the solution included:
- Strategic brand and messaging development: Restructured key
messaging to align with the company’s mission Partner. Save. Grow. and highlight how
solutions directly benefit pros.
- Information architecture redesign: Organized content and navigation
to surface core product categories, partner resources, and business solutions so
visitors can find what they need quickly.
- Modernized visual design: Updated site aesthetics to reflect
Central Pro Supply’s heritage and future‑forward identity, improving readability and
user engagement across devices.
- Content strategy and optimization: Expanded and refined detailed
content for products, promotions, and solutions‑based areas like Save, Grow, and
Efficiency to align with contractor objectives.
- Backend CMS implementation: Built scalable content management
infrastructure to allow internal marketing and product teams to update content
without heavy technical dependence.
- Marketing and partner resources: Integrated sections and tools for
business development, training, promotional content, and partner support to extend
engagement beyond product browsing.
This digital transformation ensured the website became a true platform for partnership
rather than a static product catalog.
The results
A Digital Platform That Reflects Brand Leadership and Supports
Contractor Success
The redesigned Central Pro Supply website now presents a modern, easy‑to‑navigate digital
experience that aligns with the company’s 35+ year industry leadership and rebranded
identity.
Visitors can now quickly:
- Understand Central’s broad spectrum of solutions for landscape, irrigation,
lighting, turf, and grounds care professionals.
- Discover how to save, grow, and increase efficiency using strategic resources and
partner tools.
- Access training, promotions, and business support resources designed for
professional contractors.
The new platform also positions Central Pro Supply as a trusted digital partner —
reflecting its operational values, family‑owned culture, and commitment to long‑term
customer success. Continuous backend improvements support content scalability and future
enhancements that will further empower users.
