Transforming Andrew Nebbett Designs’ Website for Performance, Usability & Growth

Introduction

Andrew Nebbett Designs, a high-end bespoke furniture maker, approached us with challenges that were limiting their website’s performance and usability. Their site was difficult to manage, slow, and lacked a clear structure for both content updates and user navigation. Additionally, they had no visibility on traffic or conversions, making it hard to measure success. 

We undertook a comprehensive redesign and restructuring, improving speed, usability, and content strategy while setting up tracking to monitor progress.

The Challenges

Before our intervention, the website faced several significant obstacles:

• Overlapping content issues made managing and updating information cumbersome. Having multiple pages covering similar topics with the same goals also posed challenges for SEO.
• No clear user flow, making it difficult for potential clients to navigate and understand services.
• Slow website speed due to an outdated WordPress theme, negatively impacting SEO and user experience.
• No visibility on website traffic or conversions, preventing data-driven improvements.
• No structured content plan, leading to inconsistent updates and a lack of strategic growth.

Our Approach

To address these issues, we implemented a strategy focused on design, performance, content structure, and analytics.

1. Website Modernisation & Performance Improvement

• ✔ A modern, responsive website design - We updated the website’s look and feel to align with the high-end, bespoke nature of Andrew Nebbett Designs. The new design enhances user experience, making it easier for clients to explore bespoke projects.
• ✔ Improved site speed with a new WordPress theme - Implementing a more efficient theme significantly enhanced loading times, positively impacting SEO rankings.
• ✔ Optimised plugin usage - We streamlined the necessary plugins, removing redundant ones to improve site performance and simplify ongoing maintenance.

2. Content Restructuring & Management

• ✔ Reorganised content for efficiency - We consolidated similar content that covered the same topics and served the same goals, reducing redundancy and making updates more manageable.
• ✔ Enhanced navigation and user journey - The site structure was reworked to create a logical, user-friendly experience, ensuring potential clients could easily find relevant services and projects.
• ✔ Developed a content planning portal - This tool helps the team centralise content ideas, assign tasks, and track progress, ensuring a strategic approach to content creation.

3. Analytics & Performance Tracking

• ✔ Integrated tracking and analytics - Google Analytics, SEMrush, and Hotjar were implemented to monitor traffic, user engagement, and site performance.
• ✔ Regular content strategy meetings - Weekly meetings were established to maintain progress, keep content creation consistent, and address performance insights.
• ✔ SEO and site audits - Ongoing SEMrush audits help improve keyword visibility, address site errors, and manage backlinks to maintain search performance.

The Results

The transformation led to measurable improvements in website performance, user engagement, and lead generation:

A modern, fast, and engaging website

The redesigned website features a clean and bright aesthetic, showcasing large image galleries that highlight bespoke projects. Refined typography, balanced white space, and a consistent use of colour reflect the brand’s luxury identity. Additionally, the design is fully responsive, ensuring a seamless experience across all screen sizes.

Better visibility into performance

The integration of analytics and tracking tools enables data-driven decision-making, allowing for continuous optimisation of content and site performance. To ensure accurate insights, we addressed the challenge of a dynamic IP address that needed to be excluded from data tracking. Conversion tracking was implemented on the contact form, providing measurable data on inquiry submissions. Additionally, HotJar was used to review site changes and ensure users experience a frictionless journey.

A structured content management system

With a clear content strategy and dedicated planning tools, the team can efficiently manage, update, and expand the site’s content. Weekly content meetings keep everyone engaged, allowing for free exchange of ideas and a dynamic approach to content focus. Using data from keyword research, we influence our direction and ensure content creation aligns with search trends and business goals. Regular content updates based on keyword research ensure the site remains relevant and competitive in search rankings.

A faster, error-free website

The new theme, optimisation efforts, and hosting on servers specifically configured for fast WordPress installations have resulted in a significantly faster, more reliable website, improving both user experience and SEO.

Increased Conversions and Team Engagement

Most importantly, the seven-day average for conversions (enquiries) has shown a steady increase, and the client has reported a noticeable rise in high-quality leads. Additionally, the internal team is now more engaged with the website, actively contributing to content updates and future growth.

Conclusion

By modernising the website, improving speed and usability, and introducing a structured content strategy, we’ve helped Andrew Nebbett Designs turn their online presence into a powerful tool for generating leads.

Most importantly, the seven-day average for conversions (enquiries) has shown a steady increase, and the client has reported a noticeable rise in high-quality leads.

Additionally, the internal team is now more engaged with the website, actively contributing to content updates and future growth. What started as a quick-turnaround project has now evolved into an ongoing collaboration focused on continuous improvement, ensuring the website remains a valuable asset for the business.