Liquid Ice is a family-owned company that has seen significant growth over the past decade. What started as a supplier of frozen beverage machines, has grown into the area’s premier beverage and food equipment service provider. Their website, however, was more a reflection of the road they had traveled — a patchwork catalog of products and services — than of the company they had become. Metal started by reviewing and cataloging all of the information on the existing site and planning the architecture for the new site. We reviewed existing content and determined where messaging could be consolidated and where pieces were missing. Then we got to the process of writing, designing and building—ultimately delivering a brand new web presence that accurately reflected both the Liquid Ice offering, as well as the friendly professionalism of their business.