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The Door Line
01.
The Brief
This was a very interesting project for Whiteski Digital and another business that came to us via recommendation from one of our existing clients. The company had only launched around 8 months prior, however they were never fully happy with the quality and finish of their original website build. The business felt the website lacked polish, trust signals and failed to properly support customers in understanding why they should purchase from them.
After reviewing the existing website ourselves, we agreed there were significant issues throughout the site, particularly around mobile performance, branding consistency, user journey and conversion optimisation. The website lacked trust-building content, clear messaging and structure around the products and services offered. The goal was to completely refine and elevate the online experience so the business could confidently move into future Google Ads and social advertising campaigns.
INDUSTRY
- Supply & Install Doors
LOCATION
- Yorkshire
INVOLVEMENT
- Web Design
- Web Development
- E-Commerce
- SEO
VISIT
02.
We completed a deep dive into the entire business, redesigning key layers and improving the structure and overall visual identity throughout the website. Branding inconsistencies were corrected, menus were redesigned and made sticky for improved navigation, and a new homepage hero carousel was introduced to instantly communicate key selling points and reasons to choose the business.
The customer journey was heavily improved with the addition of trust banners, FAQs, “How It Works” sections and clearer messaging around installations and ordering processes. The website now provides a far more premium and trustworthy experience for visitors.
The shop experience also received a huge overhaul. We added featured product sections, category highlights and restructured the navigation to make it far easier for users to browse products — particularly prioritising internal doors, which were a key focus for the business. Product pages themselves were completely transformed with improved delivery information, upsell sections, trust messaging, FAQs, short product descriptions and tabbed content to improve both UX and conversions.
03.
Web Development
The website redevelopment focused heavily on performance, usability and future scalability. The original website lacked proper structure throughout the e-commerce journey, so extensive work was completed to improve filtering, navigation and product visibility. Previously, users could only browse categories rather than view all products clearly — something we completely reworked.
Additional custom development work was completed across menus, layouts and user experience elements to ensure the website not only looked better but converted visitors more effectively. Once complete, the website was migrated onto Whiteski Digital hosting with zero disruption to service. We also migrated all client email accounts and provided full support setting these up across devices.
04.
SEO
Virtually no SEO work had previously been completed on the website. There was no sitemap setup, metadata was missing across core pages and over 240 product pages, and H tags had not been structured correctly.
Whiteski Digital completed all SEO foundations as standard, including:
- Full sitemap creation and indexing
- Meta headline and description optimisation
- H tag restructuring
- Product page optimisation
- Search Console setup
- Google Analytics account creation
Performance optimisation was also a major focus. We implemented Nitropack and spent significant time improving loading speeds, taking the website from an E Grade on GT Metrix to an A Grade, alongside achieving 98% scores on Google PageSpeed Insights.
These improvements were particularly important due to the client’s future plans around Google Ads and paid social campaigns. By improving UX, loading speeds and quality scores, the website is now in a far stronger position to reduce advertising costs and maximise conversions.
05.
Results
The client was incredibly happy with the finished result and immediately recognised the huge difference in quality, structure and professionalism throughout the new website. What originally started as a project quoted as two days of updates quickly evolved into something much larger — however, at Whiteski Digital we take pride in delivering websites properly, not cutting corners.
Additional time was invested by our team to ensure every aspect of the website felt polished, complete and built to perform long-term. The business now has a platform that not only reflects the quality of what they sell, but is also positioned to support future growth through SEO and advertising campaigns. The client has already begun recommending Whiteski Digital to others and is preparing to launch new lead generation campaigns with confidence.
