Summit Cladding are a family owned business in North London, offering a range of external home improvements including cladding and door canopies. They needed a modern, clean website that clearly showed off their work and improved their ranking potential. Their existing site was quite old, so some best practices weren’t followed and the architecture needed rethinking.
Web Design for Summit Cladding
Construction is unfortunately full if disreputable companies – Summit Cladding wanted to show that they’d built a reputation over 30 years and had a lot of happy clients. We added testimonials to the home page, as well as showing the page prominently on the top menu to reassure visitors that they were trustworthy.
Clean images, a responsive design, and clear navigation to their top pages all work together to create a professional and easy to use site. A number of Summit Cladding’s clients were older, so large lettering and a simple typeface were essential to making sure that the site catered to their audience.
Copywriting for the Web
Like many business owners, Summit Cladding didn’t have time to rewrite their entire site or learn how to optimise text for SEO. We organised phone calls and meetings to learn about Summit Cladding and then researched more about their services and competitors online to create copy that was valuable, informative, and helped to improve conversions as well as rankings.
I’ve been relying on Innermedia for my digital marketing for years – I’ve worked with their team on 2 websites, as well as my SEO and PPC. They’re extremely helpful and always willing to explain what different terms mean or what I should do with my budget to get enquiries coming in. It’s important to me to build long-term relationships with people like my marketing company so I can trust their guidance and advice, which is exactly the relationship I have with Innermedia.
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Since launching, Summit Cladding have seen a number of improvements in their site performance:
|more traffic from mobiles thanks to the new responsive site
|more pages viewed per session on desktops thanks to the new engaging copy
|increase in session duration
|increase in the conversion rate
|more conversions from Google organic traffic
|decrease in paid traffic – thanks to the additional organic conversions Summit Cladding can spend less on PPC
We also saw some great improvements in rankings
|“Door canopy london” moving from
|#19 to #1
|“Cladding enfield” moving from
|#15 to #1
|“Door canopies enfield” moving from
|#8 to #1
|“Bargeboards enfield” moving from
|#7 to #1
|“Bargeboards north london” moving from
|#11 to #3
|“Door canopies north london” moving from
|#12 to #4