AMERICAN Launches New Interactive Website

The newly redesigned website of AMERICAN, a leading manufacturer of iron and steel products headquartered in Birmingham, Ala, officially goes live today. The site,, is interactive and designed with customers in mind.

“It’s about giving customers what they want and making it easy for them to do business with us,” says Van L. Richey, president and CEO of AMERICAN.

The site reflects the company’s new brand, “The Right Way.” It opens to a series of powerful images, each one a testament to the core values of the company: Do what you say you’ll do; be there for the customer – before, during and after the sale; make a quality product that you are proud of; be good stewards of our resources; and care for each other and our communities.

“This is what it means to us to do things ‘The Right Way,’ and that is our aim every day,” says Richey.

Underlying the site is a new user-friendly, more intuitive navigation system to help customers find what they are looking for quickly and easily. For example, from the home page, one click takes the user to a list of AMERICAN’s entire product line. Just two more clicks and the user views a large illustration and overview of a particular product. Another click, and the user finds even more product detail.

“This is what it means to us to do things 'The Right Way,' and that is our aim every day.”
Van L. Richey, president and CEO of AMERICAN

Users may also view products by industries the company serves – water and wastewater, fire protection, oil and gas, power, structural, manufacturing, and mining and dredging.

“This is a new feature,” says Richey. “Again, another way to help customers find what they are looking for quickly and easily.”

The new site also includes a customer portal. Designed to be a “one stop shop” for customers, it offers secure online access to information about products and inventory, orders and shipments, and invoicing and account status.

“Eventually, customers will also be able to request quotes, place orders and release materials for shipping online – all with just a few simple keystrokes,” Richey says.

Web developers continue to build out the site with new multimedia content – product videos, animations and photos. In addition to product information, visitors to the site can explore career opportunities and learn about the latest news and happenings at AMERICAN.

“We are a world-class operation, and we now have a world-class website,” says Richey.

AMERICAN, founded in Birmingham in 1905, produces ductile iron pipe, spiral-welded steel pipe, and hydrants and valves for the water and wastewater industries; electric resistance welded steel pipe for the oil and natural gas industries; fire pumps for the fire protection industry; and castings for the heavy machine industry.