Market Overview

Starfire Direct completely restructures website in a move to streamline the customer experience


(EMAILWIRE.COM, October 25, 2012 ) Murrieta, California -In a move towards a higher competitive edge against their customers, Starfire Directs web team has been working diligently on a restructuring the website categories and descriptions. Through research into the search rankings and analytics about, it became apparent to webmasters that some customers felt overwhelmed by the number of options before them. For those inexperienced in setting up a custom gas-burner fire feature such as a fire pit or bowl the task could seem daunting. To combat this, Starfire Direct approached the website from the direction of their customer and re-organized in a way to highlight products based on project rather than just description.

Now, Starfire Direct customers are able to find every item they need by how these items are applied. Redundant cross-referencing and categorizing will allow for multiple projects categories to contain the same product so a customer doesnt have to search for the exact look theyre creating. Before, customers would have to hunt and peck for items they were seeking but Starfire Direct, taking into account the customers needs, has streamlined this down to a few initial choices to help direct visitors to the site to the items theyre seeking more quickly.

As a secondary measure against confusion, the company is also making its way through all 2519 products to eliminate duplication and ambiguous descriptions that might not be helpful. Product user manuals and results from consumer reports studies have been included in descriptions to help customers with their decision making process by providing more technical information than what is available from their competitors. By making each write-up unique to the product it describes this helps the site become more visible to search engines like Google helping more customers find and access Starfire Directs products through these websites. The project is slated for completion by November 1st, 2012, when all products and categories should be updated. New products are added weekly to the site. For more information about fireglass or Starfire Direct, please visit

About the company

Starfire Direct is a Murrieta base company that prides itself in the supply of fireplaces, fire pits and a range of fire place accessories. Starfire Direct has over 15 years of experience in offering the fireplace, fire pits and other related products. The company has managed to distinguish itself as a reliable, customer centered entity.

Starfire Direct

Linsdey Conklin

(866) 578-8538

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