Normally it is best to avoid advertising and selling fake goods, however with fake grass, this is exactly what we needed to do. Having handled all their marketing and hosting requirements since 2009, it was time for the Artificial Lawn Company to get a refresh.
At the time of building a new design, their current website was over 5 years old, which may not sound old but in the world of fast-moving digital trends, a 5-year-old website can look out of date and quickly fall out of favour with consumers browsing the web. To maintain their online presence which had been meticulously built up to this point and encourage online sales and enquiries for installation, the brand needed a modern refreshed appearance that was optimised for current design preferences.
To assist with the push for increased enquiries, a new shop and checkout process was designed and implemented, alongside a content strategy that would provide opportunity for reaching customers further afield in the UK, rather than driving focus on their previously local targeted markets in Kent and London.
As a long-established supplier and installer of artificial grass, the brand update and modernisation of their website and online store contributed to putting Artificial Lawn Company ahead of their competition in a market that was and continues to be, extremely competitive online.
We discussed how best to drive traffic towards the site, to increase enquiries and how to best manage this through a simple-to-use CMS.
Schematic markup
Ensuring engagement from potential customers
To improve engagement with customers, several higher quality and informative resource pages were created, providing visitors all the necessary information for their purchase within only a few clicks and providing comprehensive instructional pages for customers looking to carry out their own installation.
Schematics renders
Easy to understand project planners for assisting customers calculate how much artificial grass they will need.
step by step planner detail
Comprehensive step by step instructions covering all aspects of the install process for customers undertaking their own installation.
download as pdf/jpgs
Downloadable planner makes it easier for customers to work offline and away from the keyboard, preventing the need to run in and out the garden with expensive technology.
DEDICATED MOBILE DESIGN
Our research showed a potential for growth when providing customers an easy to use dedicated mobile website
With smartphones in the pockets of almost every homeowner, a greater number of potential customers were visiting the site from their phone, likely from their own back gardens while estimating the cost of a home renovation project. This followed anticipated web trends of increased mobile searches and put more importance on providing Artificial Lawn Company a dedicated mobile site that made visiting the website more accessible for their customers.
Since the implementation of the new website design with a dedicated mobile-friendly site, informative resources and a strong marketing strategy, results have shown a consistent improvement month on month on both new site visitors and the length of time visitors were spending on the website, with the average session duration increasing up to 80% when compared to pre-renovation of the website.
RESPONSIVE TO TABLET
With the number of devices on the market increasing every day, there is no one-size-fits-all solution for website resolution, so our design was made fully responsive, working seamlessly between desktop machines and portable tablets.