Case Study

Henson Robinson

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Henson Robinson Company is a leading mechanical and roofing contractor in Central Illinois, with a rich history that dates back to 1861. The company became an employee-owned business in 1997 and acquired Petersburg Plumbing & Excavating in 2011. Henson Robinson is a multi-trade construction company, offering HVAC, plumbing and roofing for both residential and commercial clients with the aim of providing and installing quality products, backed by superior customer service and support.


Henson Robinson initially hired Clearfire to complete an SEO audit of their website several years ago.

Unfortunately, the outdated website was experiencing several significant issues, including poor performance on Google, clunky navigation, and buttons that didn’t work properly on mobile. Clearfire’s audit outlined the problems with the site and how each could be fixed.

Additionally, because Henson Robinson offers a multitude of services and trades with a diverse customer base, they found it challenging to tailor their website to various customer segments under each specialized department.

Clearfire recommended a complete redesign to address the company’s concerns. They partnered with us to create a brand-new site that would help their customers more easily navigate their services on both mobile and desktop.


To start, Clearfire walked Henson Robinson through our comprehensive process including research, discovery, content planning, information architecture and design, and other phases.

Information Architecture created in Whimsical

Information Architecture created in Whimsical

Overall, Henson Robinson wanted a professional site that clearly communicates company core values, rich local background, and detailed services. Along with the long-term history, the company also desired to highlight the valuable people ingrained in the company.

Even more specifically, one of the primary goals for Henson Robinson’s new site was to increase site traffic and grow search engine results so that both the commercial and residential service departments, as well as the residential installation department, could experience new, organic leads.

After evaluating the site’s overall usability, we identified a few significant issues that were likely affecting user experience. Since Google announced algorithm changes in 2020 that gives higher rank to websites that are engaging and easy-to-use, we knew we needed to alleviate obstacles to Henson Robinson’s web users, including confusing navigation, a confusing menu for both mobile and desktop, and a poor mobile experience.

With this vision, Clearfire designed and built Henson Robinson a custom responsive website with a new content management system on Craft CMS. We also organized and structured the pages properly in code to help search engines better understand the content and hierarchy of the website, optimizing all content for SEO.

Our style guide outlined the overall mood the design would follow, as well as the color palette, button styles, and typography.

Our style guide outlined the overall mood the design would follow, as well as the color palette, button styles, and typography.


As one of Henson Robinson’s main goals was to enhance user experience, we designed the site to clearly define the difference between the company’s brands and services, helping visitors find exactly what they are looking for.

For example, Petersburg Plumbing & Excavating is a newer division of Henson Robinson, focused on plumbing, sanitary sewers, storm sewers, water mains, water treatment plants, and much more. With the brand so well known within the community, we highlighted this division as a key part of the site but with navigation that ensures a reader can identify these separate services.

Another major success for Henson Robinson’s redesign has been site speed and performance, which is one of the most important factors in SEO rankings. Clearfire made critical improvements so the site would perform up to Google and other search engines’ standards, particularly on mobile. These included eliminating outdated practices like rotating image galleries and large files that slowed the site.

Henson robinson lighthouse score

At the beginning of this project, Henson Robinson was looking to boost site traffic and search engine results, resulting in sales growth. Clearfire’s final product enables Henson Robinson to increase leads while also promoting both company brands and the people behind them.

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The Clearfire team is truly an invaluable partner! They brought knowledgeable insights, were great communicators, and helped use get our new site designed, built and launched within a timeframe that worked best for us."

We hired Clearfire to revamp our old website with a clear customer focus. Clearfire rose to the challenge of working with a diverse set of stakeholders within our institute. They provided creative solutions to the many design challenges that arose during this process and led us to launch a new website that succeeded in making our complex content digestible."

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