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Digital refresh for award-winning manufacturer and designer

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Creating a website that does justice to David Salisbury’s beautifully built orangeries and conservatories

Overview

Award-winning orangery and garden room designers and manufacturers, David Salisbury, wanted to strengthen their online brand with a fast, usable and eye-catching website to showcase their beautiful work.

Atomic Smash developed a brand new WordPress website for David Salisbury. It’s easier to use — both for them and their online visitors — and firmly puts the spotlight on their market-leading constructions.

Screenshot of WordPress homepage for case study on making the digital as eye-catching as the physical for award-winning manufacturer and designer David Salisbury

What the client wanted

  • A faster site with better optimisation
  • Deeply considered UX, UI, navigation and user journeys
  • Improved SEO position relative to their competitors
  • Refreshed look with a creative feel
  • Intuitive CMS with a back end that is easier to use
  • A digital partner with sustainable values

The story

With an old website that did not communicate the brand’s luxury position or perform optimally under the weight of increased visitor levels during the COVID-19 pandemic, David Salisbury needed a creative refresh and a technical do-over.

Wanting to partner with a web development agency that shared their values on customer service and sustainability, they trusted Atomic Smash to make their online digital space as handsome and usable as their real life designs.

About the client

David Salisbury is an award-winning designer and manufacturer of bespoke orangeries, conservatories, garden rooms and kitchen extensions.

With a focus on using responsibly-sourced, high-quality materials, David Salisbury has been transforming beautiful homes across the UK for more than 35 years.

Screenshot of WordPress landing page for case study on making the digital as eye-catching as the physical for award-winning manufacturer and designer David Salisbury

Challenges

Meeting increased customer demand

The team at David Salisbury were looking for a digital partner they could have confidence in to help them make the most of increasing demand.

Head of Marketing and Business Development, Barney Bell, wanted to find a website design studio with a ‘small and nimble team’ that would value them as a client.

Creatively our old site looked somewhat tired. We were running an old Drupal CMS that was coming to the end of its life. We were struggling to optimise it any more than we already had, and we couldn’t make the website faster. The whole thing was long overdue a refresh.

Headshot of man wearing shirt

Barney Bell

Head of Marketing and Business Development, David Salisbury

Atomic Smash was briefed to build a completely new website with solid, up to date foundations that looked good aesthetically and performed well technically.

Our previous site was pretty old and not really fit for purpose. In fact, our owner David Salisbury himself was still actually the webmaster. Behind the scenes, the structure of the site meant we had lots of limitations creatively and technically. It gave us problems on a daily basis.

Barney Bell, Head of Marketing and Business Development, David Salisbury

Getting results

Deeply diving into needs and requirements with collaborative workshops

To kick off the David Salisbury website redesign and build, we organised collaborative workshops and followed this with detailed requirements gathering process. This enabled us to identify the right steps to help our client achieve their aims.

During our workshops, we gained a deep understanding of the current frustrations with their site and were able to untangle the site’s complexities and identify what to keep.

From the first meeting we were confident that we’d found a specialist at building the sort of site we needed. We knew from the start how the site would work structurally, and that the content would look good.

Barney Bell, Head of Marketing and Business Development, David Salisbury
WooCommerce strategist, Piers tincknell, faces camera wearing red jacket and blue shirt

Help users find the right path

Reduce user frustration and improve conversions by helping your website visitors get where they want to go. Talk to us about improving user journeys and navigation: email piers@atomicsmash.co.uk

Displaying aesthetic and engaging visuals

Early-stage workshops and information gathering revealed the importance of visual storytelling to demonstrate all that David Salisbury can offer.

New and innovative ways to display rich media, case studies and calls-to-action, which had previously been failing to achieve their strategic purposes on the site, were designed and developed.

The design process went really well (kudos to Head Designer, Ben) and development was similarly successful – particular thanks to Jade, who was a real asset. It was especially valuable having a dedicated project manager overseeing the whole process.

Barney Bell, Head of Marketing and Business Development, David Salisbury

Delivering increased traffic and better keyword performance to support David Salisbury’s continued growth

Tasked with rethinking UX, UI and user journeys, including mobile site redesign for better user experience across devices, we explored how navigation and internal linking could function to avoid sending users down dead ends and reduce bounce rates.

During this time, we also examined how leads were captured, to identify new ways the website could streamline internal processes and work harder for the business, while supporting their ambitions for boosting SEO and increasing reach.

All of the technical requirements were handled with the minimum of fuss and they coordinated efficiently with our PPC and SEO agencies.

Barney Bell, Head of Marketing and Business Development, David Salisbury

Since the launch of the new site, analytics show that overall web traffic has increased and that keyword performance is consistently trending upwards.

What we achieved

Collaborative process with key stakeholders and decision makers to uncover business and project requirements

Style guides with a new suite of typefaces and colour palettes to transform their existing brand for use on their digital platform, with the client engaged throughout this creative process

Improved signposting and smooth user journeys for intuitive and enjoyable customer experiences, including navigation to case studies as a major element of their lead conversion strategy

Visual wireframes to present ideas for sitemap structure and information architecture following best practices

Multiple flexible ways to feature rich media such as videos to engage users and better showcase the brand

Calls-to-action designed for visual prominence, with flexible page positions and potential enhancement with images

Visit David Salisbury’s website

The last word

The whole process from pitching to design, from development to launch was handled efficiently and creatively and, above all, the Atomic Smash team were great to work with. They immediately understood our objectives for the project and felt in tune as to how we worked as a business and what we were looking to achieve. The site was launched successfully and we have had nothing but positive feedback since. Thanks to the whole Atomic Smash team for delivering David Salisbury’s new website.

Headshot of man wearing shirt

Barney Bell

Head of Marketing and Business Development, David Salisbury

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