Website Re-design & Adwords Management
CLIENT: Cotswold Kitchens – Bespoke Kitchens in Gloucestershire & Bristol
The Early Stages of the Website Redesign
They wanted us to help increase the growth of their bespoke kitchen business and implement new marketing activities.
As with every website, the audience is the most important element. Without them, your website is nothing. So when we initially spoke to Julian and Priscilla, it was crucial that we identified their ideal customer and found out the customer’s specific problems.
If the website could show that Cotswold Kitchens could solve the visitor’s problems in the first moments of their visit, then this was half the battle.
Ask anyone what they’re looking for in a new kitchen, and most would it say it needs to look beautiful in their home and be easy to use.
For any kitchen design or bathroom design company to be credible, those same qualities of beauty and ease-of-use need to be found in the website as well.
The problem with Cotswold Kitchen’s old website was that it looked tired and outdated. Visitors saw an old fashioned kitchen company selling old fashioned kitchens. By today’s standards it wasn’t beautiful or easy-to-use and it certainly wasn’t mobile friendly.
When their old website was created it did the job, but to fulfil Cotswold Kitchen’s ambitions, their website needed to do more. It had to change to open up the business to a wider market. Not only that but this was a huge opportunity to increase their average order value.
Increasing Average Order Value
The more trust you can build, the more likely they will choose you over your competition.
This trust and credibility plays a crucial role throughout the marketing and sales process, from a click on a Google ad, to browsing the website, all the way through to visiting the showroom, closing the sale and signing off the kitchen design and installation.
The more trust and credibility there is throughout the whole process, the more likely your customer will pay higher prices for the higher value that you’ve conveyed. A higher average order value across all of your sales.
Building Trust & Credibility
Find out more about how we used trust factors below.
How we built trust on every page
There must be a balance however, because too much content will mean that it all blurs into one, it won’t then draw the eye and could actually have the opposite effect.
Here are some of the key trust factors we included at the top of every page:
When visiting the Cotswold Kitchens website, if you touch/click the BBC logo at the top, a pop up will appear which then shows the video. A fantastic example of building trust and credibility.
There are many other ways that we built trust and credibility throughout the Cotswold Kitchens website, including video and standard text testimonials. Here are some ideas:
Don’t hide the important content
The visible space near the top of your home page (before you scroll) is very important real estate. With Cotswold Kitchens, we purposefully chose to strike a balance between beautiful kitchen photos and conveying the value of their service.
If visitors don’t see something they like in those first moments, even before they scroll, then they’ll leave your site. Don’t just show them pretty photos of your product, you need to clearly convey your unique value proposition too.
Conveying your Value
Here’s the messaging that we used in a prominent place at the top of the homepage to convey value to the visitor, along with beautiful kitchen photos.
Don’t bury your key value messages ‘below the fold’. Replacing them with one or more large photos of a kitchen for example, is a very risky strategy.
Yes it shows off your beautiful products, but it doesn’t convey your value proposition.
You need to show your website visitors the benefits that stand you out from your competitors, the competitors who just show lots of photos of beautiful kitchens and not much else.