Website Overhaul

The Situation

My client is an established heating and plumbing merchant supplying trade and public with quality plumbing and heating equipment. The business is generating a solid turnover from a loyal customer base. This is a competitive industry and margins frequently have to be cut in order to gain and retain custom. This business is known for its knowledge of the industry as well as its quality parts.

The Brief

To provide a website overhaul. The outdated website was not adding value to the business. The site had been set up three years before on a platform that had e-commerce capabilities but an online business had never been created. My brief was to re-write all of the content in a voice that was appropriate for the business and the audience. I also highlighted other aspects of the website that would need attention to improve SEO and overall performance of the site.

The Action

After meeting with the client and familiarising myself with the business I took a holistic (or an holistic if you prefer) approach to the project. There was great potential, the website had been neglected since being set up. As ever, the audience are uppermost in my mind when writing content. For this website the audience are primarily from the plumbing and heating trade. I need to ensure I am not excluding the general public who form a fair percentage of the customer base. After an assessment of areas for improvement I created lists for the business owner and myself then worked through them.

My List:

  • Write unique content for every page in an appropriate voice
  • Champion the USPs of this particular business
  • Add Alt text and optimise every image
  • Add images to specific places in the website where they add value
  • Update keywords bearing in mind Google’s latest algorithms
  • Create and add a Favicon
  • Alter structure of existing colour scheme to create a more dynamic, modern looking site
  • Change an obsolete services page to a more purposeful ‘Products’ page
  • Enter products for sale in a logical, categorised list
  • Update meta description

Business Owner’s List:

  • To ask customers to provide testimonials and reviews for the website and for use on social media
  • To provide a list of products stocked
  • To speak with suppliers about providing inbound links
  • To ask a family member who is a photographer to take new, good quality photographs for use on the site. We decided on the specific photographs required.


The Result

Trade has been flourishing, August was ‘the best month we have had for ages’ according to the client. Google’s ‘Bots’ will crawl the site and detect updates so will pay more attention to it in the future. The regular and frequent changes will all have a positive impact on rankings. The content has been completely re-written and now sits on a site that looks modern, dynamic and successful. The new colour scheme is easier to read.

The client is ‘loving the new website’. I am meeting this client to discuss future plans. This is a small business and the owner is time poor. We need to consider carefully the impact and the added value of creating an e-commerce revenue stream. Normally I would advise this is beneficial and essential for a business but the reality for this business is, most of its customers are trades people who come and collect the supplies they need as they need them. Online shopping is not necessarily what the customer base requires. We will look at comparable businesses and survey existing customers to decide if this is a viable business decision that will add value when factoring in the additional time and resources that would be required to implement it.

I shall continue to make changes to the site in the future.

About Nicola Dunklin

Experienced and proficient content writer with a proven track record of success.
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