EO Johnson replaced per-product quote forms with a HubDB catalog and quote cart

By Lynton
EO Johnson replaced per-product quote forms with a HubDB catalog and quote cart

The Customer

EO Johnson Business Technologies sells and services business copiers, printers, managed print and document solutions across the Midwest from offices in Eau Claire and Wausau, Wisconsin. The company is woman-owned and has been in business for over 65 years. Its customers value a local supplier they can call, and its team believes service is what sets it apart.

Before the redesign, their site ran on HubSpot CMS with a basic brand guideline and a supplies section that asked buyers to request a quote one product at a time. Their CRM is Microsoft Dynamics, synced to HubSpot, and that stayed in place.

The Challenge

EO Johnson found it hard to look different from the other regional dealers online. They wanted a modern site that still read as local and trustworthy, and that showed the technology and consulting side of the business alongside the hardware.

The supplies catalog was the practical problem. Many products are near-identical and have no photo of their own, so a page per product with its own image had little to offer a buyer. A buyer who needed several items had to send a separate request for each one. The client wanted a catalog their own staff could maintain and a cart that let a buyer collect everything and ask for one quote.

The site also had to serve two kinds of visitor, business buyers and consumers, and rank for local searches in the markets they serve.

The Solution

We started with discovery. That covered a review of three competitors, a buyer persona deck revised to the client’s notes, a sitemap in Lucidchart approved in March 2025, and a keyword and URL structure plan with local SEO recommendations.

The existing brand guideline became the EO Johnson Brand Book 2025. The logo and primary colors stayed. We added a secondary palette and chose Aileron as the headline face after the client felt the first choice looked too close to a competitor. The client ran their own product and team photoshoot from a shot list we prepared.

On HubSpot CMS we designed and built a set of templates the marketing team can assemble without a developer:

  • Global styles, a mega-menu header with a utility bar that stays fixed on scroll, footer and mobile menu.
  • A homepage with dark and light hero options. The client chose the dark hero with green cards.
  • A shared About and Careers template with a horizontal company timeline, stats bar, collapsible locations with map embeds, and an open-positions section fed by the client’s Paycom listing.
  • A flex interior template for product, service, industry, location and case study pages, with a hero that can carry a consultation form, challenge and solution blocks, a featured success story, stats, a process timeline, tabbed spotlights, FAQ, related resources, client logos and a call to action.
  • Landing page, blog listing with category filter and search, blog post, and a case studies listing on HubDB with a global “you are leaving this site” notice on external links.
  • A drag-and-drop email template with sections saved for reuse.

The supplies catalog runs on three HubDB tables for categories, subcategories and products. Visitors drill down from a main category to a category group to the items, with filters and search, and each item links to its spec sheet. The client decided during build that a separate detail page per product added nothing, so each item offers two actions: add it to the quote, or download the spec sheet. The quote cart keeps the items and quantities and carries them into a HubSpot form through a request-a-quote pop-up. We imported the product data into HubDB from the client’s spreadsheet, so their team maintains every product in one table.

Routing a request to the right people was handled in a custom form module. The page a visitor is on pre-selects “What can we help with”, and service requests go to the service page while other requests go to the contact page.

We wrote the copy for 14 pages after four interviews with the client’s subject matter experts, entered content for 28 pages, and ran two rounds of acceptance testing with the client. Training before launch focused on managing products in HubDB. The site launched on July 21, 2025.

What They Got

A supplies buyer can now find a product by category or search, add several items to a cart and send one quote request. The EO Johnson team can add or change a product by editing a HubDB row, build a new service or industry page from the flex template, and route each inquiry to the people who handle it.

The client approved each stage along the way.

“Approved to move to design. We all love the simple, modern feel of it.”

Alyssa Tollefson, EO Johnson marketing

Wrapping Up

The standard on this job was a site the client’s own team can run: product data in tables, pages built from modules, and the brand written down so it outlasts the project. Lynton now builds AI-native websites on open infrastructure; see our current work at /case-studies.