Website Development for HOOBOW: Selling a Complete Bathroom Program, Not a Catalogue

Signed a website development agreement with HOOBOW, a complete bathroom solutions manufacturer based in Foshan, Guangdong. The brief was unusual for a factory site: HOOBOW does not sell single products, it sells a bathroom program — shower enclosures, SMC shower bases, bathtubs, steam rooms, vanities and hardware, all sourced from one factory. The site had to make that bundle obvious within one screen.

HOOBOW was founded in 2002 in Nanhai, Foshan, the cluster that supplies a large share of the world's bathroom fittings. Its 50,000 square meter facility handles CNC machining, laser cutting, SMC molding, tempered glass through partner lines, and automated assembly in-house. The company has run OEM/ODM programs since it was founded, and today ships to distributors, contractors, hotel groups and multifamily developers in more than 60 countries across North America, Europe, the Middle East, Russia and Asia-Pacific.

Requirements from the first workshop

Three things came out of the kickoff. First, the homepage had to answer "can one factory really supply the whole bathroom" without a phone call. Second, because most visitors arrive as distributors or project buyers, pricing and MOQ had to be reachable in one click from every product page — not hidden behind a form. Third, compliance had to be stated per market, since a shower enclosure sold to the US, the EU and Australia is tested against three different standards.

Site structure

We built the navigation around seven product lines rather than internal departments: shower enclosures, shower bases, bathtubs, steam rooms, vanities, hardware and accessories. Each line has a landing page with construction options, standard sizes, glass specifications and finish choices, followed by a project gallery showing completed installations.

A separate OEM/ODM section documents the process from drawing review and mold development through sampling, packaging design and mixed-container loading. Because HOOBOW keeps more than 300 SKUs in stock, we also built a catalog page that separates ready-to-ship items from made-to-order programs, so a buyer can tell immediately which path applies to them.

Visual direction

Bathroom products live or die on light. We used full-bleed installation photography with cool neutral walls, letting the glass and stone finishes carry the color. Typography is a tight geometric sans, sized large for the hero claim and small and dense for specifications. The palette stays in graphite, warm white and a single amber accent used only for primary actions, which keeps the quote button visible without turning the page into a sales brochure.

Product photography was reorganized into a consistent three-quarter angle on a light grey sweep, so a category page reads as one collection rather than an assembly of supplier images.

Google visibility

Demand in this category splits into product searches and standard searches. We built pages for both: "SMC shower base manufacturer," "frameless shower enclosure supplier," and companion pages for buyers searching by certification such as "ANSI Z97.1 shower door" or "EN 12150 tempered glass enclosure." Each page carries its own title, description and specification table, with product structured data and internal links back to the relevant OEM program.

Load performance mattered more than usual here, because the hero and gallery are image-heavy. Images are served as WebP at display resolution, below-the-fold galleries lazy-load, and the homepage first paint was held under three seconds on a 4G connection.

Launch outcome

The site launched with seven product lines, a 300-SKU catalog view, an OEM/ODM process section and a downloadable catalog gated by a short form. The early signal is behavioral: visitors move from a product line into the OEM section and then to the quote form in one session, which is exactly the path a distributor takes when evaluating a single-source supplier.

For a factory whose advantage is breadth, the website now proves the breadth before the first email.