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Special Tools




Special Tools provides the manufacturing industry with precision-ground cutting tools that perform beyond all expectations. They offer a wide variety of services from re-sharpening existing cutting tools to design and production of custom form tools.

After years with a dated and hard-to-maintain website, Special Tools chose SOULO to design and build a new website that would respond to their clients’ needs. Based on analysis of their website and client base, SOULO recommended they focus on clearly describing their services and streamlining their estimates and communication process to improve conversion rates and client retention. The main directive was to place Special Tools as an industry expert.

Special Tools Website Mockup


Special Tools’ website wasn’t engaging. It didn’t describe their service offerings, and it didn’t connect with potential customers due to a dated layout. Compared to its competitors, Special Tools’ website lacked sophistication and didn’t place them as an expert in their field.

Goals Breakdown

  • Better connect Special Tools with clients (both new and existing)
  • Streamline the process for sending and receiving project estimates
  • Provide a sounding board for project work, resource articles, and social media promotions


Working with Special Tools’ leadership, we approached the planning, design, and development of their new website from the perspective of a Special Tools customer. We wanted to see a site that would build trust and foster professional relationships. With client behavior and thinking as our guide, we developed a content structure, site map, and visual design to directly answer the most common questions clients have.

Special Tools + Soulo graphic

Process Breakdown

  • Website content audit
  • Content structure
  • Content strategy and SEO
  • Site mapping
  • Layout, design and visual wireframes
  • Website development
  • Website launch


After completing the front-end research and discovery, a modern and mobile friendly website was designed and developed on the WordPress CMS (Content Management System). The new website directly answers the most common questions Special Tools receives, facilitates improved conversation between Special Tools and their clients, and positions them as a trusted expert in their field.

Special Tools Website mockup


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Special Toos Equipment page mockup.
Special Tools Home Page mockup
Special tools mobile home page mockup
Special Tools Laptop Mockup


"Upon completion of the website, SOULO did a thorough job of teaching and showing me how to maintain and update the website on my own, to keep it looking up to date and functioning properly. Beyond that, they have been there for my questions that have followed, promptly returning emails or phone calls, and making sure that if I have any issues they are immediately fixed. The website has worked flawlessly from day one, and has already facilitated the acquisition of a number of new, repeat business customers.

Without a doubt, SOULO is my number one recommendation when it comes to website design and building. I could not have asked for a better website, but more importantly a better experience with my new website build."
Adam Klinkner
Owner-Special Tools Inc.

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