Billet Specialties, Inc.

LaGrange, IL
Billet Specialties Homepage


Billet Specialties has been delivering the most innovative wheels, interior, exterior, and engine dress up accessories to enthusiasts since 1985, making it one of the most recognized names in the Hot Rod industry. With over 600 accessory products and 90 plus wheel styles, Billet Specialties has the most diverse product line in the industry and it's growing every day. Realizing the need to effectively showcase their products on online, Billet Specialties turned to to redesign and develop their outdated website. built the website on the reliable and easy to use idev platform allowing Billet Specialties the ability to easily publish new content, and make changes to front end graphics. Not only did utilize the idev Content Management System (CMS), they incorporated a photo gallery, social media publishing, and a photo gallery to show off their unique products. Billet Specialties now has the capabilities and tools to drive their success to new markets.




The overall goal of the project was to develop a website that serves as a highly functional reference tool and ecommerce store for Billet Specialties’ visitors. The ecommerce system should focus on revenue generation through wellcrafted navigation, purchasing paths, and merchandizing tactics. The goal was to make finding and ordering products as easy as possible to increase overall sales and per-order sales. The new site should have additional benefits, including a userfriendly content management system that will allow the website administrator to make quick and easy content updates via an online control panel. This includes adding and updating highly customizable product pages.


The Billet Specialties website streamlines online shopping and reflects the company’s image: high quality, fast, and professional. The site was completely redesigned from the ground up with flexibility in mind for the Billet Specialties team. They now have full control over their navigation, store items, and content, all accessible from the idev® CMS and idev® Ecommerce platform. Since the redesign, Billet has been able to update the site with little assistance from’s staff, allowing them to concentrate on future enhancements to the site. The site features’s user-friendly navigation and an easy-to-use layout, allowing shoppers to find and purchase products with ease. The site also features a Steering Wheel Builder that offers a unique shopping experience. As a visitor selects from various steering wheel wraps (e.g. leather or vinyl) and horn buttons, the image of the steering wheel changes to match the modifications. Also, the wrap and button options available for a particular steering wheel are specific to that steering wheel. Finally, Billet now has a member section where frequent customers can login to the site and save their billing and shipping information, review previous orders, and reorder with one click. The site also accommodates users with an effective online shopping tool and an overall enjoyable web experience.


Since redesigning their site, Billet has found ecommerce success. With a unique configuration for their product offering and easy navigation, customers are more likely to purchase larger orders and more items. Since launch, order merchandise subtotals have grown by 27%, and order totals have grown by 24%. With the customer tools in place and a flexible platform to build upon, Billet’s site is the solid foundation by which they can grow their online revenue.

Website Features

Product Configurator
Photo Gallery
idev® CMS
Advanced Marketing
Site Support
idev® Ecommerce

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