Burton SEO have been working on Ladder Sales Direct Search Engine Optimising, Marketing and site maintenance for over three years. Ladder Sales Direct are the leading UK online ladder supplies company in the UK. Whilst all search engine positions are very favourable, with top slots for some of the most competitive industry related terms, the sales conversions weren't all they could have been.
The site navigation and hierarchy appeared lacking. We suggested a total restructure of all categories and products, along with this would be a redesign of the website to accommodate, and to allow for improved graphics and USP's. The site was scheduled for work in June.
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The original design shown on the left, and the new improved design implemented in June This year. |
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Working with the siteowners, Burton SEO suggested that the menu hierarchy and structure was completely recategorised, and put together a new menu navigation and product structure in favour of five new top level categories relating directly to the type of customer the site was attracting. Top categories were named as Home and DIY Ladders, Professional Trade Ladders, Industrial Ladders, Ladder Accessories and Other Ladder Products.
The names of these were directly and intentionally related to industry specific search terms.
Each category was then given sub categories which related to relevant high traffic search terms for ladders, eg Loft Ladders, Conservatory Ladders etc.
The result was instant, and the conversions increased by over 40% in the first month. Monthly turnover has nearly doubled since the restructure, and the figures show no sign of slowing. Work is continuing in the product and offers sections, and more is being implemented for this very busy site.
Ladder Sales Direct is now firmly established as the leading online ladder supplier for the UK.
Last changed: Sep 23 2009 at 3:39 PM
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