Built with Conscience. Built to be Found.
Built with Conscience. Built to be Found.
Sto Corp. builds with conscience. Their products wrap buildings across the country, from rainscreen systems to fiber cement to custom-cast finishes, and their website should work just as hard as the solutions it represents. Architects need to find the right system. Applicators need documentation. Distributors need answers. For a site serving that many audiences with that much technical depth, performance is not optional. It is the product. Creativity begins. Sto finishes. Lucid makes sure the world can find it.
A Natural Next Step
If you have read our partnership story with Sto Corp., you know the relationship started long before the website became our focus. Years of creative work, case studies, brochures, product collateral, and campaign materials gave us a depth of understanding that takes most agencies years to develop on their own. We already knew their brand, their products, and their customers. When Sto asked us to turn that attention to stocorp.com, it was a natural fit.
What we found when we dug in was significant. But more important than any single issue we uncovered was what Sto already understood about their own site: it was never going to be finished. Their internal team adds content continuously. Products launch. Pages evolve. Projects come to life. Documentation expands. For a company building envelope solutions for architects, contractors, applicators, and distributors across the country, the website is not a brochure. It is a working tool that needs to earn its keep every day.
Most companies treat a website like a construction project. You plan it, you build it, you celebrate go-live, and you move on. Sto never thought about it that way. Neither do we.
That shared mindset is what makes this partnership work.
Ranking for the Right Reasons
The goal was never to chase rankings for their own sake. It was to make sure the right person could find exactly what they needed with limited friction. An architect spec’ing a rainscreen system. An applicator pulling installation documentation. A distributor tracking a product line. Strategic SEO and a great user experience both start with the same priority: the customer. We never lost sight of that.
Site health climbed from 66% to consistently over 90%. Sto now ranks on the first page for more than 1,800 keywords. And as Keri Tolar, their Senior Digital Manager, put it best: "You know your SEO is good when sales comments about it."
What We Have Built Together
As the partnership deepened, so did the scope. Digital ad campaigns needed landing pages. We built them, and rebuilt existing ones, to support paid search and programmatic campaigns tied directly to specific Sto products and systems. Gated content required pages designed to convert. We developed those too.
We also built tools that serve Sto’s customers directly. The Wall Selector Tool helps architects and applicators navigate products and find the right solution for their project. The StoCast microsite gave a signature product line its own dedicated digital experience. When Sto reorganized and redesigned their core systems pages, Lucid led the effort, thinking through how each audience actually moves through the site and restructuring accordingly.
When Sto consolidated their agency relationships and asked us to take on blog writing, the transition required no ramp-up. We already knew their products, their customers, and their voice. The content we create supports the campaigns we are running — paid search, programmatic, email — each channel strengthening the next. It is all one strategy, executed in partnership.
How We Work with Sto Today
New products launch. Campaigns ebb and flow. Search algorithms shift. Through all of it, Sto relies on Lucid to keep their website working as hard as they do: visible, competitive, and connected to their customers.
Working in collaboration with their internal marketing team and IT department is what a real partnership looks like. Built on trust, sustained by results, and still moving forward.
Sto builds with conscience. Lucid makes sure the world can find it.
