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Founded in 1954 in Vancouver, Washington, Grover Electric & Plumbing has grown into a regional staple with eight locations across Oregon, Washington, and Idaho. Unlike big box stores with crowded parking lots and hard-to-find help, Grover is built on service: take a number, talk to an expert, and leave with a clear plan—not just parts.
That hands-on guidance means fewer mistakes, fewer return trips, and more projects done right the first time. Contractors rely on fast, hassle-free morning load-outs and deep inventory. Homeowners and DIYers value the clear, dependable advice that helps them get the job done right—the first time.
When it came time to modernize their website, Grover turned to Gravitate to bring that same personalized, in-store experience online.
Services:
Visit Site:
+29%
Increase in sessions since launch
+32%
Increase in Active users since launch
Grover’s existing website was no longer aligned with the level of service the brand is known for. The design felt dated, the backend was difficult to update, and the site lacked the flexibility to support future product listings or location-specific content.
As a result, Grover struggled to showcase its deep expertise, broad inventory, and one-on-one service online. The site treated all eight locations the same—overlooking the vastly different needs across its service areas, from metropolitan contractors to rural growers.
And while longtime customers stayed loyal, the site was falling short with new audiences who didn’t yet know Grover’s value. A new digital strategy was needed—one that could highlight Grover’s unique strengths, drive in-store traffic, and support future growth.
To help Grover stand apart from big box retailers, we focused on what truly differentiates them: expert advice, personalized service, and deep community roots—combined with the selection and ease today’s customers expect.
In Phase 2, we’re introducing a full product catalog with reserve-for-pickup functionality and laying the groundwork for Google Shopping and stronger local search visibility to drive high-intent traffic. But Grover’s goal was never to move everything online—it was to make the in-store experience more accessible.
Our strategy keeps in-store visits central—using online browsing, location-based content, and helpful how-to resources to extend Grover’s trusted service. The result is a digital experience that supports real-world relationships, not replaces them.
Gravitate gave us the tools to manage content confidently without worrying about breaking the site. The custom block system strikes the perfect balance—flexible enough for marketing, stable enough for peace of mind. Just as important was working with a team we trust. Gravitate has been responsive, collaborative, and truly listened to our needs. Their phased approach to launching our online catalog made a complex process feel manageable—and set us up for long-term success.
We started by identifying core limitations in Grover’s previous site—outdated systems, rigid backend structure, and little flexibility for content updates. We then rebuilt the CMS to give Grover full control over promotions, product highlights, and store-specific updates.
The new site architecture is scalable and future-proof—designed to evolve alongside the business and support everything from marketing campaigns to ongoing catalog growth.
Each Grover location serves a different type of customer—and their needs aren’t one-size-fits-all. In rural areas, it’s irrigation equipment and ag-focused expertise. In city hubs, it’s lighting upgrades, smart home setups, and weekend DIY projects.
We built geo-targeted landing pages that reflect the specific tone, services, and (eventually) the inventory of each store—bringing the right message to the right audience. It’s still the Grover customers know and trust—just more tailored, more helpful, and easier to find.
To unify Grover’s digital presence, we established a clear brand voice rooted in what sets them apart: real advice, hands-on help, and decades of expertise. We carried that tone through every page of the site—pairing approachable language with how-to resources and product education that mirrors the experience of speaking with a Grover team member.
The result is a site that builds trust, encourages action, and mirrors Grover’s in-store service—digitally.
We recently wrapped a modular landing page designed to help Grover promote seasonal DIY projects—highlighting their expert guidance, parts availability, and in-store support. Built through our full CRO process (goal setting, wireframing, reviews, and custom CTA tracking), the page is easy for their team to update each season and tailor to campaign needs.
It’s a scalable, user-focused tool that not only blends performance tracking with Grover’s trusted in-store service—but also lays the groundwork for more targeted campaigns, deeper customer engagement, and measurable growth.
Grover’s new site doesn’t just look better—it works better for both customers and the internal team. With flexible tools, geo-personalized content, and a voice that truly reflects the in-store experience, Grover can now reach new audiences while better serving its loyal base. And with a future-ready platform, they’re positioned to thrive in a market that values both convenience and connection.
Coming in 2026, Phase 2 of Grover’s digital evolution is all about enhancing the in-store experience—not replacing it. We’re developing a comprehensive product catalog that lets customers browse by category, compare options, and reserve items for pickup.
It’s not e-commerce for the sake of convenience—it’s a smarter way to help customers show up prepared, confident, and ready to get everything they need in one trip. Paired with Grover’s trusted how-to content and expert guidance, the new catalog will bridge the gap between online discovery and hands-on, in-person service.
Collaborating with Grover Electric & Plumbing was a highlight of the project — getting to visit their headquarters for in-person design reviews gave us valuable insight into their brand, team, and customer base. As a trusted community cornerstone, it was important to reflect their legacy while creating a site that felt modern and approachable.
It was a lot of fun to reunite with one of my WSUV classmates, Anne (our contact), and collaborate on the project together. I'm excited to see how it performs!
We kicked off the Grover Electric project on-site, which gave me a great feel for the company and its values. One of the big challenges was finding a way to highlight their strong focus on customer service. That priority shaped much of the design direction, helping the website reflect the same level of care and attention customers experience in-store.
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