Corporate site · WordPress · 2025

Bulleen Screens — security screens and flyscreens for Melbourne

Корпоративний сайт мельбурнського виробника security screens і flyscreens: каталог із 10 продуктів, B2B Trade Services і конверсійна Free Measure & Quote форма.

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What this project is

Bulleen Screens is a Melbourne manufacturer and installer of security screens, retractable screens, flyscreens and steel doors. The company has been operating since 1985, specialising in screens and doors under the Amplimesh® brand (including 316 Marine-Grade SupaScreen®), and serves Greater Melbourne and the Mornington Peninsula. In 2025 CatCode carried out a full rebuild of the new corporate site bulleenscreens.com.au on WordPress — from the information architecture and product catalogue to the B2B Trade Services funnel and the Free Measure & Quote lead form.

The site is built as a two-channel conversion machine: B2C clients (homeowners) go through the catalogue plus the measure-request form, while B2B clients (builders, fabricators, installers) go through a separate Wholesale & Trade Services section. On the homepage there’s a tabbed block with four product categories that shows the full range straight away, without going into the catalogue.

Product tabs block on the homepage: Security Screen Doors, Retractable, Flyscreens, Steel Doors — A tabbed product block on the homepage switches between four categories — Security Screens, Retractable, Flyscreens, Steel Doors — with no page reload. Each tab lists door/window variants with icons plus Free Measure & Quote and Download Brochure buttons.

Information architecture

Instead of the standard WooCommerce product model, the site uses its own CPT with a custom URL pattern, /products/<slug>/, and two top-level taxonomies — /categories/doors/ and /categories/window-screens/. This gave us full control over naming, a native SEO pattern with no ?product=... leftovers, and a clean sitemap.

Catalogue: Doors and Window Screens

The /our-products/ archive is split into two logical groups. There are 10 products in total — 5 screen types for doors and 5 for windows: Security, Barrier, Flyscreen, Retractable, Steel. Each card has a large hover image with a real photo in a real interior, no stock illustrations, setting a premium tone of voice.

Our Products page: the 'Doors' block with three cards — Security Doors, Barrier Doors, Flyscreen Doors — The product catalogue is grouped by the two taxonomies. Each card leads to its own product page, and the images are real examples of installed screens in residential interiors.

Product page

The single-product page in this project isn’t WooCommerce — it’s a standalone template built on the CPT. At the top is a hero with a full-width lifestyle photo and breadcrumb navigation, then thematic blocks about the technology (for example Amplimesh® SupaScreen®, IntrudaGuard, PrivacyGuard), a variant slider, a specs accordion and a Resources block with a PDF brochure. At the bottom — the same lead-conversion CTA as on the homepage.

Security Doors page: a hero with a close-up photo of an Amplimesh lock assembly — The product-page hero is a full-width close-up photo (here, a handle and two-point lock with the Amplimesh screen). The H1, breadcrumb, description and diagonal clip-path background form the visual hierarchy.

Inside the page there’s an in-depth story about the materials, illustrated with mesh patterns and certification marks. This isn’t a “spec table” — it’s a content block that explains to the client why Amplimesh beats cheaper alternatives.

Amplimesh SupaScreen details: mesh texture + certification badges SupaScreen 316 Marine Grade Stainless Steel — A technical content block: on the left, the SupaScreen® mesh texture with the 316 Marine Grade Stainless Steel and 156° Open View badges; on the right, a text description of the patented pressure-fit fastening system with no screws or rivets.

Lead-generation scenario

Conversions in this project aren’t built around checkout but around two independent funnels: home clients book a Free Measure & Quote (a technician visits, measures and calculates a price), while trade clients submit a wholesale request through a separate Wholesale & Trade Services page.

Free Measure & Quote — a multi-field form

The main lead form appears on the homepage and on its own page, /free-measure-quote/. It isn’t a “name + email” form — it’s a structured questionnaire with 15+ fields: first/last name, mobile, email + confirm, business name, customer type (Home / Builder / Real Estate / Maintenance / Reseller / Window Company), an address with postcode and a VIC state default, request type (a free on-site measure vs. an estimate without a visit), a “how did you hear about us” radio with 14 traffic-source options (Google / Radio 3AW / referrals / Facebook / Yellow Pages…), checkboxes by window/door type with a quantity count, an uploader for up to 3 files (photos/drawings), best way to contact, plus reCAPTCHA and an alternative honeypot field.

Free Measure & Quote form: fields Name, Mobile, Email, Confirm Email, Business Name, Customer Type — The start of the Free Measure & Quote form. Paired Email + Confirm Email fields, a Customer Type dropdown with 7 roles, a Business Name field (optional for residential), then address, request type, traffic source, quantities and a drawing uploader.

That level of detail serves one main goal: so the manager already knows the order’s scope, visit timing, client profile, and even the contact source for marketing attribution, before ever heading out to the site.

Wholesale & Trade — a separate B2B funnel

B2B clients (builders, fabricators, installers) get their own landing page, /wholesale-trade-services/, with a full description of partnership terms, manufacturing capacity (30+ years of manufacturing experience), the wholesale product range and its own request form. This isn’t “a section on the homepage” — it’s a standalone funnel with its own hero, copy and CTA.

Wholesale & Trade Services hero: a showroom photo with sliding doors and glass panels — Wholesale & Trade Services — a separate landing page for builders and fabricators. A hero with a showroom photo, a breadcrumb back to the homepage, and its own content structure aimed at a B2B audience.

Content and trust

6 USP blocks — Why Bulleen

The “Why Choose Bulleen Screens in Melbourne” section has 6 cards (40+ Years of Experience, Locally Owned & Operated, Custom-Made Solutions, Premium Products, Expert Installation, No-Pressure Service) with linear icons in the brand green. Each one is a concrete reason to believe, without vague “we care about quality” phrasing.

Why Choose Bulleen Screens: 6 cards with green icons — 40+ Years of Experience, Locally Owned, Custom-Made and so on — A USP block of 6 cards on a 3×2 grid. Each USP has a linear SVG icon, a heading in the brand green, and a short description backed by a concrete fact (founding year, certification type, service coverage).

FAQ accordion

The homepage carries a full FAQ section with 11 questions covering all the typical objections: where’s the showroom, which areas you cover, why a genuine security door matters, the difference between a security and a barrier door, whether there’s a warranty, when you take measurements, 316 vs 304 stainless steel, whether you make BPA (Bushfire Prone Area) screens, what a Fire Attenuation Screen is, and NSSA standards. The accordion fades in as it expands, and the section background is a macro photo of Amplimesh mesh.

Frequently Asked Questions: 11 collapsed questions over a macro photo of Amplimesh mesh — An FAQ section with 11 questions. The background is a macro photograph of the mesh with a perspective effect, the accordion list sits on a white rounded container, and each question expands and collapses on click.

Technology stack

WordPress with a custom theme, a custom CPT for products instead of WooCommerce, two hierarchical taxonomies for the catalogue (Doors / Window Screens), Yoast SEO for the sitemap and structured data, reCAPTCHA v2 on the lead form for anti-spam, lazy loading for all hero images with differentiated breakpoint sizes via srcset. A dedicated single-product template with custom fields for badges and PDF brochures. Fully responsive — from 1920px desktop down to 390px mobile, with a hamburger menu and images collapsing into a single column.