Help customers inspect the work, check the detail and take the next step. A website needs to earn a place on the buyer’s shortlist and make the enquiry, booking or purchase straightforward.
A homeowner comparing installers and a specifier checking a technical range arrive with different questions. Your website has to answer both without making either of them work for it. We start with those decisions, then plan the content, design and functionality around them, so the brief says what the website is for before anyone draws a page.
Help suitable customers understand the offer and see relevant work before they enquire. We plan the information and the response route together, then consider the feedback your sales team needs to judge the quality of enquiries.
Buyers often use a website to assess a supplier before speaking to anyone. We make the expertise and complex products easier to understand, with the evidence and technical information needed to consider your business for the shortlist.
An online sale needs to work for the customer placing the order and the team fulfilling it. We plan products, booking, checkout and customer information together, with the system connections and internal handover understood.
A home-improvement installer, a premium installer, a waterproofing specialist with a large technical range and a cladding systems company. The product, the buyer and the way each business operates changed what its website had to do.
Purplex reviewed Emerald’s customer journey, redesigned the website and kept developing its content and search after launch. Shauna Brett explains what the partnership has been like and what it has delivered.
+111%leads over five yearsLead growth over five years of website, content and search activity.
Read the Emerald storyHomeowners buying a premium installation
Lightfoot has supplied and installed Crittall steel windows and doors since 1935, and its customers need to judge the quality of an installation as well as compare products. The bespoke website brought original film and photography together with an integrated estimator.
The estimator and the quotation route serve different stages of the decision. Someone exploring options can get an indicative price; someone ready to talk can move straight to an enquiry.
45%of all leads come through the website
Explore the Lightfoot website“The statistics far outweigh our previous performance in these areas.”
Contractors and specifiers checking technical detail
Newton Waterproofing’s 550-page website needed to make a substantial product and technical resource usable. Information architecture and development gave that detail a structure, supported by SEO, PR and email.
Buyers should be able to understand the application, find the relevant information and get help without first learning the company’s internal product structure.
+54%vetted website contact formsOver the 12-month integrated website and marketing strategy.
See the Newton strategyArchitects, contractors and developers
Aquarian needed a website that helped professional buyers understand its cladding expertise. User experience and keyword research shaped the new site, with SEO and PR helping the right people find it.
The website and the communications around it did the same job: helping architects, contractors and developers understand the company and its systems.
+41%organic trafficIn the first nine months of the integrated website, SEO and PR strategy.
Read the Aquarian case“Purplex got to grips with our products and the Aquarian Cladding DNA straight away, and their PR strategy helped spearhead our growth and allowed us to hit the ground running.”
Most of what makes a website work is decided before a page is built. You’ll see what needs deciding at each stage, who contributes and what has to be signed off before the next stage starts.
Pages and URLs that matter recordedContent owners agreed
Site structure approvedPage designs approved
Integrations testedEditors trained
Redirects liveLaunch
Review
An existing website often has value worth carrying forward. Customers may rely on familiar routes, useful content may attract search visits and enquiries may depend on pages that look unremarkable. We review those strengths alongside your current products, audiences and objectives. That gives us a basis for deciding what to retain, improve or replace.
We also establish what the new site will need from the business: product data, technical documents, photography and knowledge held by your people. Our team can organise and write the content, with your specialists checking the substance. Identifying those contributions early makes the work easier to plan and reduces avoidable delays later.
Plan and design
The structure should make sense to someone outside the company. A manufacturer may need routes by product, application and technical requirement. An installer may need completed projects, local reassurance and a clear quotation journey. We organise the pages around those needs, then develop the content and visual design together.
We examine the important journeys before committing to the full build. Mobile needs particular care: navigation, technical documents and forms can become difficult when the available space changes. Reviewing these tasks at the design stage gives your team a useful opportunity to question the experience while changes are straightforward.
Build
A booking, purchase or enquiry creates work inside the business. We establish which information is needed, where it should go and how the website can connect with existing systems. Product data, customer records and order handling are considered alongside the visible journey, so the proposed functionality has a practical handover.
The people maintaining the website also need a workable experience. We agree what they’ll edit, the access and guidance required and which changes will need development support. Those responsibilities belong in the scope before the build, giving the handover a clear purpose and your team a realistic view of what it’ll manage.
Launch and support
Moving to the new website requires a plan for existing content and valuable URLs, including redirects and search checks. Before launch, we test the tasks the site is there to support across devices. That includes finding information, opening documents and submitting enquiries, alongside booking and buying where they form part of the project.
We agree hosting, maintenance and further development around the business’s needs. Once the website is being used, customer behaviour and sales feedback give us a basis for choosing the next improvements. The launch begins that practical learning about how people use the finished site.
A premium product needs pictures that match it. Our film and photography team shoots for the page: hero films, product detail and the people behind the work, planned around where each shot will sit. The MET hero film was made to open its website; Lightfoot’s homepage film and photography were made the same way.
Explore video productionIf your question isn’t here, call 01934 808132 or email [email protected].
Yes, where the platform and structure can support the changes. We look at what already works and where customers encounter difficulty before recommending the scale of the project. Better content, a clearer journey or a focused technical improvement may be a sensible first investment.
Our writers can develop the copy through interviews, product information and existing material. Your team contributes its knowledge and checks the technical details and business claims. We agree those responsibilities early, then shape the writing around the questions your customers need answered.
We agree the editing requirements during the brief: who will update the site, which content changes regularly and what guidance the team needs. The proposal sets out the platform, access, training and support included.
We review the existing content and URLs before the new structure is finalised. Useful material, search priorities and redirects are part of the migration plan, followed by technical checks and monitoring after launch.
We scope the required connections as part of discovery. That includes the information your team needs, how it moves between systems and the interfaces available. Booking, payments, product data and CRM requirements should be understood before the build is agreed.
We need to understand the content, functionality, integrations and approval process to give you a useful proposal. We work through those requirements with you, then set out the investment, milestones, responsibilities and support included. Existing material and the availability of contributors are part of planning the schedule.
Find out where your website loses the people it should be winning.
Tell us what you need and where it’s stuck. We’ll come back to you within one working day with the right person for the job.
A specialist replies within one working day. You’ll hear from someone who knows construction, building products and home improvement.
Tell us what customers need to do on the website, what your team needs from it and which systems must connect. We can work through the approach and timing with you, then set out the scope and investment.
Start your website briefOr speak to us: 01934 808132