Dahle

Client Objectives

Dahle North America needed a website built entirely from the ground up — one that could represent a 50-year-old German-engineered brand with the reliability and precision the products themselves are known for, while giving the business a durable, low-maintenance platform to sell and market on. Built in 2019–2020, the site has run with little-to-no downtime or technical issues since launch.

Target Audience

The site serves a primarily B2B audience — office managers, procurement and purchasing contacts, government and security-sector buyers, and a network of resellers and dealers.

Competitive Landscape

Prior to the rebuild, competitors held the top organic rankings for Dahle's most important search terms, while Dahle itself failed to appear even on the first page of results.

Core Challenges

The previous site was not responsive, had a dated design, and was not optimized for search — leaving Dahle largely invisible in organic results despite being an established, decades-old brand. The site also had no e-commerce functionality, so there was no way for customers to shop or check out online, and no path for the business to capture online revenue.

Success Metrics

The client's primary SEO goal was to rank #1 for "Dahle" and "Novus More Space." Following the rebuild, dahle.com now ranks highly or #1 for both terms — up from not appearing on page one at all. novusoffice.com, a domain acquired specifically to support this goal, was built to rank #1 and has done so as well. Beyond search performance, introducing full e-commerce functionality gave Dahle an online ordering and payments capability it never had before, opening an entirely new revenue channel; the business saw a substantial increase in revenue in the year following launch, directly tied to the website's new ability to process orders online.

Art Direction

Following Dahle's acquisition by Novus (More Space), a custom design system was created and carried across both dahle.com and novusoffice.com to unify the two brands under consistent visual language, navigation, and UX patterns — while preserving each brand's individual identity.

Key Features

• Full product catalog across trimmers (rotary, guillotine, large format), shredders (auto-feed, deskside, department, high security, digital media), self-healing cutting mats, and pencil sharpeners
• Interactive product selector tools to help buyers find the right model for their needs
• A resource library spanning videos, brochures, product sheets, infographics, and user guides
• A Learning Center for product and category education
• Cross-brand navigation connecting Dahle, Novus, and DahleGov
• Reseller, warranty, registration, and support tooling (FAQs, shipping/returns, contact)
• Consistent design system shared across dahle.com and novusoffice.com

Tech Stack

LAMP, mostly custom-built — similar to the approach used on Top Tier Golf. A small number of frameworks layered in for interactive tools, such as the shredder and monitor-arm product selectors.

Testing Approach

Fully responsive, replacing a previous non-responsive experience. Benchmarked using Google PageSpeed Insights, matching the measurement approach used on other Desgrottes Digital projects. Tested across multiple browsers and devices.

Built between 2019 and 2020 and live ever since, dahle.com has run with little-to-no downtime or technical issues. The site continues to rank highly for Dahle's core brand terms, and the addition of online ordering has remained a durable revenue channel for the business well beyond launch.