Duffield Timber

Duffield Timber

How we optimised the user experience to drive leads

Duffield Timber needed a new online experience to reflect their brand promise — 'excellence from forest to finish'. Our solution was designed with their customers in mind, with the ultimate goal of maximising conversions and lead generation.

Project team

Rachel W

Services provided


A website in need of modernisation.

Duffield Timber's website had served them well for six years. The design had aged well, but as time moves on technology moves with it.

With the product offering continuing to grow, the need for a new site had become increasingly urgent. Managing content became more and more difficult.

A clunky online experience was impacting conversions and failing to capitalise on the success of traffic-driving marketing activity.

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A clean, simple design to create a frictionless online experience.

Our ambition was to create a new online experience for Duffield Timber customers; a clean and simple design would facilitate easy navigation of the product catalogue through to making an enquiry.

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A clean, scalable and flexible design, with user journeys specific to the buying process of each product category.

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A flexible design system; fit for growth.

Buying decking is not the same as buying an 8-metre solid oak beam, which is not the same as buying engineered wood flooring for your hallway.

With this in mind, we designed unique user journeys which are specific the buying process of each product category.

Using Craft CMS gave us huge flexibility in what we were able to achieve; we developed a modular design system that allowed us to create and reuse solutions independently of page templates.

This made the design incredibly easy to scale and means the new website is fit for growth.

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Improved conversion rate and an uplift in sales leads.

The proof is in the pudding — with a slick new design, the website is performing excellently.

Duffield are beginning to capitalise on converting traffic gained from successful marketing activity.

Since launch, the website has seen a significant uplift in high-quality leads, in addition to gains in time efficiencies thanks to the improved content management system.

“The website is working very well and has produced the sales uplift we desired”

Nick Collinson Sales Director, Duffield Timber

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