Varner Pipe

Varner Pipe is a family-owned steel pipe business in Clyde, Texas, with a second yard in Weatherford. It sells structural pipe, tubing, casing, sucker rods and oilfield tubular goods, and offers delivery, cut to length, oilfield supply and forklift services.

In 2022 Varner Pipe asked us for a new website that let customers browse its inventory and ask for a price. We launched it that fall and have maintained it since.

Pipe is not sold like a retail product. A customer needs a certain number of feet, sometimes cut to specific lengths, sometimes delivered, and the price depends on all of it. A standard online store with a price and a Buy button would have been wrong for nearly every order.

Varner Pipe needed its inventory online with the details buyers ask about, a simple way to request a quote with everything the sales team needs to price it, and a site that works well on a phone.

A catalog that asks the right questions

We built the store on WooCommerce and removed prices entirely. Each product asks for what a quote depends on: total footage needed, with a note on standard joint length, whether it should be cut to length and to what lengths, and options such as liner type. Specifications sit in a table on every product page.

Request a quote instead of checking out

Add to Cart became Add to Quote, and checkout became a quote request with the customer's phone and email, plus an optional freight checkbox that asks for a delivery address. Confirmation pages and emails were rewritten so no totals appear. Requests go straight to the sales team.

Inventory loaded from a spreadsheet

We loaded the product catalog from Varner Pipe's spreadsheet, with product photos edited and compressed so the shop stays fast.

The rest of the story

A new home page, About, Projects, Other Services, FAQ and policy pages, with a style guide, header and footer designed for the brand.

A clean launch

Desktop, browser, mobile and tablet testing, a launch checklist with a page speed target, email deliverability records, caching, and redirects from the old site's pages, followed by Search Console clean-up after launch.

Maintained since

Regular updates with site health reports, fast responses to plugin security notices, a firewall, and a Google Ads call conversion tag so Varner Pipe can see which ads lead to phone calls.

• Thirty-one products online, each asking for the footage and cutting details a quote depends on.
• Quote requests arrive complete, with delivery details when freight is needed.
• The same quote-first approach we built for other industrial suppliers, adapted to pipe sold by the foot.
• Continuous maintenance since the 2022 launch.