Castle Building Centres Group
A membership recruitment website for Canada’s independent building centres.
Independence, amplified.
Castle Building Centres Group is a member-owned buying group for independent lumber, building material and hardware retailers, strengthening independents since 1963. We built Independence Amplified, its member recruitment site, moving from WordPress to Webflow with a multilingual front end and integrated video.
Recruit business owners who fear losing control.
A buying group recruits owners, not consumers. Independent dealers are sceptical of anything that sounds like giving up their store. Castle needed a recruitment site that felt credible to that audience, and its aging WordPress setup was holding it back.
Answer the dealer’s real question first.
Every section answers what a dealer is really asking: what do I gain, and what do I give up? Members keep their own name and gain national buying power.
The story moves from who Castle is to why owners join. The four pillars (Integrity, Simplicity, Transparency, Community) frame the offer, the group’s scale backs it up, and every call to action leads to one conversation.
A recruitment platform with its own brand.
- Recruitment site designAn identity distinct from Castle’s consumer site.
- WordPress to Webflow migrationOff an aging setup and its plugin maintenance.
- Recruitment narrativeWho We Are, Why Castle, Castle Team, Community and Gallery.
- Multilingual pages and videoEnglish and French, with Chinese and Hindi options, and a homepage film.
Scale made visible to the right owners.
The recruitment platform is live on Webflow and free of WordPress maintenance, with 350+ member locations and 500+ buying agreements put in front of prospects. Performance results will be added once 30 to 90 days of data are in.
What makes a good membership recruitment website?
It speaks to the prospect’s real worry first. For a buying group that means proving members keep their independence, then showing the value: purchasing power, programmes, support and scale. Every page should end in one clear way to start a conversation.
Why migrate a membership site from WordPress to Webflow?
Webflow removes plugin updates, security patching and theme conflicts. The marketing team edits pages directly, launches campaign pages without a developer, and gets hosting and SSL built in.
Can Webflow run a multilingual website?
Yes. Webflow Localization serves each language from one design system, with translated URLs and metadata for search, so every language version can rank on its own.
Want work like this for your brand?
Tell us what you are building and we will reply within one business day with a clear next step.
