AFM Materials
Website Design and Build
AFR Materials is a family-run business supplying a wide range of construction aggregates, including both quarried and recycled materials. They work with a broad mix of customers, from local trades and DIY customers through to large national construction companies, supporting projects of all sizes with reliable materials and straightforward service. Quality, consistency, and sustainability are central to how the business operates day to day.
With access to an extensive product range and the ability to supply at scale, AFR Materials needed a website that reflected the breadth of what they offer while remaining clear and approachable. The goal was to create an online presence that explained their services quickly, built confidence with first-time visitors, and positioned the business as dependable, professional, and forward-thinking.
Website: afrmaterials.co.uk
The Challenge
AFR Materials needed a website that clearly communicated their products and services without overwhelming visitors or relying on industry jargon. The challenge was to present a wide and sometimes complex offering in a way that felt simple, confident, and easy to understand for new customers discovering the business for the first time.
At the same time, the site needed to appeal to very different audiences, from individual customers ordering small quantities to commercial clients sourcing materials at scale. It also needed to visually stand out in a competitive sector where many websites look and feel very similar, while still maintaining credibility and trust.
Our Approach
We focused on building a bold, modern website that balanced clarity with visual confidence. A strong colour palette built around orange and grey was chosen to give the site energy and personality, while still feeling grounded and appropriate for the construction sector. This helped establish a distinctive look without feeling gimmicky.
Monochrome imagery was used throughout the site to create consistency and impact, allowing the colour palette to do the heavy lifting. The site structure was kept clean and logical, making it easy for visitors to quickly understand what AFR Materials offers and find the information they need, whether they were browsing products or making contact.
Design Considerations
AFR Materials did not have existing product or service imagery available, so sourcing suitable visuals became a key part of the project. Images needed to reflect the scale, reliability, and practicality of the business while still feeling modern and distinctive within the sector.
Alongside this, much of the website copy was written from scratch to ensure it was clear, direct, and accessible to a wide audience. The use of monochrome imagery helped move the design away from the typical aggregates-industry look, giving AFR Materials a more confident and recognisable visual identity.
The Outcome
The finished website delivers a bold and professional online presence that clearly communicates what AFR Materials does and who they work with. The strong visual style helps the business stand out from competitors, while the clear structure ensures visitors can quickly understand the services on offer.
Feedback from both the client and their customers has been extremely positive, with particular praise for the site’s clarity and confidence. The result is a forward-thinking website that supports the business’s growth, builds trust with new customers, and positions AFR Materials as a modern and reliable supplier.
Let’s talk about your web project
Our team have over a decade’s experience creating inspiring websites and online branding for our clients. If you’re looking for a new website, ecommerce store or a new logo or branding why not speak to us to see how we can help.
You can give us a call on 0116 366 9979 or drop us a message.