A Website Built Around How the Trade Actually Buys.
We paired strategic advisory with AI-assisted development to rebuild Mira Washroom Products' single-item store into a whole-washroom, compliance-first B2B website.
At a Glance
- Client
- Mira Washroom Products & Specialties
- Sector
- Division 10 & 12 commercial washroom specialties
- Location
- Concord, Ontario, Canada
- Services
- Digital strategy, information architecture, UX, website build, SEO
- Live Site
- mirawps.com ↗
One Item at a Time.
Mira came to us with a generic store template. It sold products, and it worked. But it was built for someone buying one item at a time.
Keeping it consistent meant editing every listing by hand as the catalogue grew.
Nobody Buys a Washroom One Dispenser at a Time.
Mira's real customers are contractors and spec writers outfitting whole washrooms across whole buildings. Not shoppers browsing for a single item.
That one insight shaped everything else: how the catalogue should be organised, what the quote tool needed to encode, and how the website should prove compliance instead of just claiming it.
A Catalogue Structured Around the Job, Not the Item.
Every feature below starts from the same premise. The person buying is specifying a whole washroom, in a specific building type, against a code requirement. So the website should think that way too.
Shopping by Building Type
Nine building-type profiles, from schools to healthcare. Each one carries a different fixture mix and different code requirements.
Compliance Built Into the Data
Barrier-free and Ontario Building Code flags live on the product data itself. They work as shopping filters, not fine print.
Submittal-Ready Spec Data
Model codes, finishes, UPCs and ship weights sit on every product page. The fields a real submittal actually asks for.
Order Routing by Order Size
Card checkout handles orders up to $5,000. Above that, a quote-and-invoice flow takes over, matching how bigger trade orders actually get paid for.
Variant Families
The same fixture across seven sizes or four finishes collapses into one product card. Each SKU still keeps its own indexable page.
An SEO Foundation
A blog, structured data and a sitemap of roughly 490 URLs that regenerates on every build. New pages never get stranded out of search.
Templated, Not Hand-Edited
The website is generated from templates, not edited page by page. It can't quietly drift into contradicting itself as the catalogue grows.
Centralised Price Management
Pricing is set and updated from one place, not product by product. One rule change reaches the whole catalogue at once.
The quote builder's guided mode, mid-build: a school-washroom package with quantities already applying Mira's dispenser-ratio rules.
The Quote Builder
This is where the whole-washroom insight earns its keep. The quote builder encodes dispenser ratios, barrier-free fixture sets and room multipliers. A package for forty identical school washrooms becomes a handful of inputs, not forty separate orders.
It works two ways. Guided mode asks a few questions and builds a defensible starting package. Manual mode is for a buyer who already knows exactly what they want.
Built responsive from the start: the same package, on a phone, on site.
Selling What's Trending, Answering What's Searched.
A website build isn't just a catalogue. It's also how a business promotes what's moving and gets found for what people are already typing into Google.
Trend-Led Collections
Mira's own market data pointed to rising demand for matte black finishes. Rather than bury it in a filter, we gave it its own shoppable collection, alongside touch-free and gender-neutral lines, inside a new Trending menu with the month's specials front and centre.
A Blog Built to Rank
Four content pillars: code and compliance explainers, spec sheets decoded, sizing and quantity guides, and finish comparisons. Each one answers a real question a contractor types into Google before they buy, with its own structured data so search engines can read it as cleanly as a person can.
Before and After.
| Build Feature | Before | After |
|---|---|---|
| Buying Path | One item at a time | Whole washroom, guided or manual quote builder |
| Whole-Washroom Spec | Not supported | Nine building-type profiles driving fixture mix |
| Compliance | Not surfaced | Barrier-free & OBC flags as shopping filters |
| Spec Data | Inconsistent per listing | Model codes, finishes, UPCs and ship weights on every product |
| Order Routing | One path for every order size | Card checkout to $5,000; quote-and-invoice above it |
| Trend Merchandising | No way to spotlight a finish or style | A Trending menu with shoppable collections and monthly specials |
| Search Visibility | No blog, no content strategy | A four-pillar blog answering real pre-purchase searches |
| Maintenance | Edited by hand, listing by listing | Generated from templates with centralised pricing |
| Site Integrity | Could drift out of consistency over time | Templated build cannot contradict itself |
AI-Assisted, Strategy-Led.
Our team pairs strategic advisory with AI-augmented engineering, using Claude Code, to deliver a full website build faster and more cost-effectively than a traditional agency process. That doesn't mean skipping the thinking.
The value sits in the decisions, not the code. Who the buyer really is. What the quote logic needs to encode. How Mira stands apart from its competitors. How compliance becomes a reason to choose Mira, not a line in the terms. How the site's structure should follow the way the trade actually buys.
For this engagement, the Integr8ted Blueprint© ran on the five stages that mattered most to a website build like this one. The framework flexes to what each engagement needs. It doesn't run all eight by default.
- Insight Gathering: Research into how contractors and spec writers actually buy washroom fit-outs, and where Mira's competitors fall short.
- Identify Proposition: Defining Mira's position as a compliance-first, submittal-ready washroom outfitter, not another parts catalogue.
- Integrate Approach: Aligning the quote logic, compliance data and information architecture around one whole-washroom buying model.
- Implement Plan: The AI-assisted build itself: catalogue, quote builder, checkout, trend collections and SEO foundation, delivered as one working website.
- Interrogate & Optimise: An ongoing cycle of audits, SEO content and catalogue refinement as the site is used.
What Mira Says.
“Our old website wasn't interactive. Customers couldn't even search for a product by its code. We needed a site where customers could easily find what they need and build quotes based on their project type, and that's exactly what Violet delivered. The quote builder is the feature I'm proudest of: customers can browse by category and manufacturer and build complete packages. Working with Violet was an amazing experience. She was patient and understanding, delivered precisely on my instructions, and challenged me to think about how to be less like my competitors and stand out. I'd recommend Paul Bèl Kay every time.”Odane ReidPresident, Mira Washroom Products & Specialties
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