A Website Modernized and Streamlined for Improved Customer Experience
UX Design
UI Design
Information Architecture
Wireframes & High-Fidelity Mockups
Webflow Development
SEO Optimization
Product Photography
The Challenge
Unique Carpets, Ltd. is a family owned carpet wholesaler and high end mill based out of Riverside, CA that has been in operation for 35+ years.
The UCL team first approached us to give their 20 year old website a modern refresh complemented with product photography by our Free Logic Studios production arm. They also needed their website to function like an ecommerce website allowing customers, vendors, and their clients to request product samples. Their website at the time was heavy and involved more steps than necessary to navigate between collections, styles, color options, and colorways. Additionally, unbeknownst to them, their website hit a significant decline in Search Engine Optimization (SEO) traffic with 61% decrease over the last 12 months.
The Results
With those challenges in mind, our team prioritized their website’s content organization, site navigation and structure, and brand image when designing their revamped Webflow website. By streamlining content and website pages, our team was able to shave their website pages from 1,968 to 105 pages by eliminating 992 blocked and broken pages. We were also able to achieve a lighter website by consolidating all their collections into one page by vetting and clearing up every single one of their product listings to eliminate duplicates, remove styles that were out of production, and merge similar collection types. Additionally, our team created a naming convention for all image titles and page URLs. This not only made the overall User Experience (UX) more intuitive to use, but also positively boosted their SEO authority in the long run.
At the forefront, UCL’s biggest priority out of the website was for it to not be susceptible to crashes, hacks, or slow site speed. With that in mind, our team opted to build their site on Webflow to ensure none of those concerns they raised would happen. Also, knowing how much content would be uploaded to the site on a weekly basis, we developed the ecommerce functionality with Content Management Systems (CMS) pages to make for easy uploading on either party’s end.
The Stats
- Went from 1968 pages to 105 (-94%)
- Eliminated broken/blocked pages (originally had 992)
- Increased organic monthly traffic by 44.66%
- Renamed 750+ product listings for Search Engine Optimized image titles
Consistent Look and Feel in Content Production
Right from the get-go, our content team began doing product photography for their carpets. Arguably, content was the most imperative piece for their website, so our team worked collaboratively with UCL to understand carpet photography for finer details such as carpet texture. During the website transfer process, our team vetted through every single image that existed on their server so that all the photos we would import onto the new website would be of the highest quality. We created a naming convention for all the carpet image titles which detailed the carpet’s collection, colorway, and SKU number to increase their SEO presence and searchability.
Modern and Classy Website Represents the High End Carpets UCL Manufactures
With our content strategy squared away, our team shifted gears to work on the website. We worked closely with the team at UCL to understand their vision and objectives for the website. UCL wanted a high-end and premium feel to their website to reflect the quality products they manufacture. Drawing inspiration from clean and luxurious websites like Apple, our team focused our attention on decluttering and streamlining the content on the website. We began by placing their collections front and center on the website’s home page, so website visitors at-a-glance knew exactly the products UCL offers. We accomplished this by shooting nine photos that gave a preview into the style offerings per each collection. Additionally, their top performing collections were positioned on the top row which would create a better user experience as a first touchpoint for a new visitor.
Website Developed with the Buyer’s Journey in Mind
Within the Collections tab of the website, our team completely transformed the structure to embody that of an ecommerce website with a filtering sidebar, a search bar, and individual product listings. Depending on the collection, we built the website to display either additional color options and/or edge treatment options only for the respective collections that had these more customizable features. But most importantly, we ensured the website’s ecommerce functionality was built out with user experience in mind so that anyone would be familiar with the checkout process. We accomplished this by having a “request a sample” CTA present on every individual product listing, making it easy for users to add multiple samples to their cart as they are perusing the website.
Clean, Clean, Clean
With the website in the home stretch, we knew the final touches would bring the overall product to the next level. During this process, we worked closely with the UCL team to sift through every single page of the website to ensure all information was accurately represented and the content was consistent with the design all throughout. We also made updates to outdated messaging and copy to more accurately represent UCL’s new offerings with the revamped website. During this phase, we also trained UCL’s team to feel confident in any website updates they may need to do on the backend. We prioritize and emphasize providing ample resources to our clients so they gain an understanding of their website’s functionalities and capabilities.
What once was a clunky, 20 year old website has now had a modern refresh into a website that not only provides better user experience for website visitors, but also is visually easier to navigate. But the improvements and updates didn’t serve its purpose solely for aesthetics; our team took measures to ensure that their new website was built with a good SEO foundation that will boost their website authority in the long run. The fruit of our labor has already been paying off with an increase in their SEO organic traffic by 45%. This dominant player in the wholesale carpet industry only got more fortified with their new digital presence that will have them on the charts in this industry for years to come.
Scope of Work
Website
UX Design
UI Design
Information Architecture
Wireframes & High-Fidelity Mockups
Webflow Development
SEO Optimization
Product Photography
