Background to the project
John Bright Fencing are a family owned and run company specialising in the manufacture and supply of fencing, gates, garden furniture and pet and farm supplies. With 40 years of experience John Bright Fencing have built a strong and respected local reputation. With our help, the development of the new e-commerce website has expanded the product range visibility to a nationwide audience.
Having assisted John Bright Fencing with their digital marketing for 12 months prior and during the website redevelopment, we had already built an astute understanding of the inner-workings of the business. With agricultural trade shows cancelled during the pandemic, John Bright Fencing decided to use budget normally earmarked for exhibitions and print advertising as an investment in digital instead.
The impact of the new website has been almost immediate with a significant increase in online orders since go-live. In the first three months since launch, website orders generated more revenue than had been achieved in 12 months of the pre-existing version of the site.
The Dorset-based fencing company are are now enjoying the rewards and excitement of seeing their new e-commerce website deliver huge improvements in sales.
Our challenge was to redevelop the John Bright Fencing website and create a fully responsive and engaging platform that is easy to navigate and simple to use. In doing so, increase visibility of the company and its services and drive online sales to a much wider audience.
As well as opening the potential for nationwide visibility online it was important to highlight the companies’ local trade. The long-established family business plays a crucial part in the local community near it’s Salway Ash site, so it was essential that the website highlighted this exemplary customer service.
New product groups needed to be added to John Bright Fencing’s online offering. With this in mind, the development of a bespoke online administration tool provided the ability for website page content to be easily managed. This gives complete control to the John Bright Fencing team, making it easy to update product listings and keep on top of orders and stock levels.
Using our e-commerce website design expertise, we implemented an advanced shopping cart solution and a number of measures to enhance on-page SEO. We also incorporated an intuitive search tool which provides product sorting and filtering capabilities. This has made it much easier for customers to find what they are looking for and make a swift purchase.
Another part of the ordering process which customers have reported to find especially useful is the local delivery shipping system. This feature allows buyers who live close to John Bright’s HQ to select delivery by their team rather than a courier. Crucially the website is able to use a travel time calculator rather than just a distance calculation to establish a very accurate and fair shipping cost for these type of orders.
We are excited to continue our partnership with John Bright Fencing as we continue to assist with their digital marketing. The next steps will be to manage Paid Advertising to increase visibility of products in shopping feeds as well as social media management. Future plans also include the use of MailChimp integration to automate notifications for abandoned cart and as a means of generating customer feedback and reviews. We are also due to launch a new FAQ area of the site which will aim to provide answers to a huge range to topics related to every area of the business.
"The website is generating a huge improvement in performance and customers are finding the navigation really intuitive. Our products are more visible and the Search Engine Optimisation is clearly working. The education aspect that Key Digital has introduced to our digital understanding has made a big difference to our approach.Beth Bright – Purchasing Manager, John Bright Fencing
We're a family business, and having orders coming in still makes us a very excited and we've enjoyed seeing the upward trend in online sales. Throughout the project, Key Digital were always approachable, easy to work with and rapid to respond to any queries we had. The project has opened our eyes to the possibilities presented by shifting our marketing focus to digital."
Key Project Facts & Figures
- Higher revenue in the 3 months since the new website has gone live than achieved for the last 12 months on the previous site
- Average order value has increased by 56% compared to online sales received on the previous website
- Page 1 search engine ranking for ‘Estate Fencing’ – a search term which has up to 1700 searches per month
- Page 2 search engine ranking for ‘Garden Gates’ – a search term which has up to 30,000 searches per month
- 96/100 page speed score on desktop