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Old English Doors

Based in Nottingham, Old English Doors are a bespoke carpentry business with decades of experience. Headed by the owner, Dan, they have a bold reputation for excellence in bespoke craftmanship; and their passion for traditional British Design has cemented their reputation as experts in bespoke English carpentry.

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Location
Nottingham
Team Size
1-10 Employees
Founded
2022

The Numbers Speak for Themselves!

Attract

-71%
Sessions
Launch +6 months

Engage

+381%
Engagement Rate
Launch +6 months

Convert

+200%
Key Events
Launch +6 months

It's Apples to Oranges

After
Refined design, strong calls to action throughout, and a site that shows off the expert work produced by Dan and the team.
Before
Cluttered navigation, a lack of call to action and dated design.

Attract

Amazing Doors, Poor Web Design

Old English Doors make incredible bespoke pieces for a household, but their website was lacking the design or copy to fully engage and convert their visitors into those paying customers we all want!

Closing the Door on Unqualified Traffic

Champagne Lifestyle, Lemonade Money

"Wait... that Attract graph is all backwards, right?" - You

Well, that graph gives the impression that the site has taken a not-so-fun trip off an SEO-slide - but rest assured dear reader, it was all part of our master plan! (mwahahaha)

You see, the site was pulling in over 5000 sessions a month at it's peak, but it's engaged sessions during that period? A measely 1141. That means 80% of the sites traffic was dipping faster than my partner when the big Dominos dip gets opened.

*artists interpretation of the site traffic

Hammering Down our Metrics

Excellent deduction, reader - that is correct! We intentionally drove down the traffic to the site. To make ourselves look bad? Quite the opposite, in fact, with some SEO Keyword Analysis and expert Copywriting we made sure each page was optimised to fetch the right kind of visitors, and cut the chaff.

Not without sprinkling the other stuff - the site benefits from our baked-in Search Engine Optimisation; underwent a content glow-up in the form of our Message Clarity expertise; and ofcourse we threw in a little Competition Exploration, just to keep tabs on the other guys!

So what does that mean in plain English? - Well it's simple, a reduction in sessions to -71% their peak, 6-months post-launch. BUUUUUT those engaged sessions from original numbers pre-launch? Well we saw a 381% increase in engaged sessions post-launch - demonstrating a monumental reduction in unqualified traffic. Less time wasted with unsuitable leads, and more time doing what they do best!

TL;DR

    Share

    Engage

    Turning Browsers into Believers

    The Cold Welcome: Why Users Didn’t Stick Around

    Old English’s previous site may have worked, but it was basically a quick hack - functional but devoid of a thoughtful content strategy or any real brand voice. Visitors arrived to bare-bones pages that felt cold and aimless, with no obvious next step to guide them.

    The site had an engagement rate of just 20% in the period leading up to the beginning of our partnership, the culprits? Well, dated design and copy that screamed "look at us!" and not "how we can help you". It was clear that the site needed a major Engagement overhaul.

    Our Master Key: Design & Copy That Opens Every Door

    It all began with our Website Design. We put strong consideration in to Old English's target audience. Who exactly is going to be browsing this site? Once we understood that, it was clear our design direction was in the "premium" direction. Bold, large images, a refined colour palette, and micro-interactions to make the site more engaging for our users.

    Leveraging our Message Clarity services, we refined Old English's core offerings into punchy headlines and rock-solid messaging. Every page answers "What do you do?" and "Why trust you?". Why? Well our proven message strategy shows that users engage with a story that answers their questions, and isn't just spouting information at them.

    Our expert Copy Writers, like skilled artisans, sculpted benefit-focused, homeowner-centric text - zero fluff, zero jargon - just crystal-clear calls to action.

    And we flipped those Engagement numbers - we jumped from 21% pre-launch to a consistent 381% increase in the months following launch - showing that a strategic design framework and airtight copy deliver real results.

    Convert

    Crafting Clicks into Clients

    Engagement without Action: Why Clicks Didn’t Become Leads

    Those pre-launch metrics look broken, right? Nope. The site was tracking conversions, there just weren't any! If we use some rough AIDA* principles, surely we'd see ~45 monthly key events, right? Well on a site with a clear user journey, and compelling call to action, sure! But that is not the case here, and site was just not converting those 1141 visitors that chose to engage.

    The Breakthrough: Our Conversion-First Overhaul

    So what did we do? We made a pot of coffee and got started crafting a fully bespoke, conversion-optimised site to start driving those metrics up! Website Design expertise helped us nail a design that felt premium, enhanced Old English Doors' brand, and most importantly, guides users to Convert.

    We saw an immediate increase in conversions following the launch of the site. A win!.. Right? Well, kinda. Through conversation with the client it was clear that the leads were unqualified, and didn't want what they offered. Enter some Data-driven Decisions. We crafted a new enquiry form - a lot more questions to qualify leads top of funnel.

    So we saw a reduction in conversions due to the increased friction, right? Actually no, the conversions continued to climb - a 100% increase over the pre-launch numbers, 3-months post-launch, and another 200% at 6-months! So now Old English Doors are getting more leads AND their pre-qualified. Now that is a win! 🎉

    Putting It All Together

    It wasn't one particular change that drove Old English Doors' turnaround - it was the combined craftmanship of our SEO, website design, and optimisation services that transformed their online presence. We Attracted high-intent visitors with targeted long-tail keyword optimisation, reducing bounce rate, Engaged them through a clear site structure and sharp, benefit-driven copy, and ultimately Converted 200% qualified enquiries within 6 months.

    That's how WebWorks doesn't just build websites - we build sustainable growth that Attracts, Engages and Converts. Every time.

    Think Your Site Could Use the Same Makeover?

    Book a no-pressure Discovery Call and let's brainstorm your own 3-step plan!
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