Website case study · 02
Trade Kitchen Supplier Website Case Study
Trade Kitchen Supplier needed to communicate with very different types of customers without creating a confusing experience. Homeowners need inspiration, design support and pricing guidance, while trade professionals need a fast route to products, plans, quotes and repeat supply.
Project overview
Kitchens / Home Improvement / Trade Supply
- Website Design
- Website Development
- Product Catalogue
- Lead Generation
- Trade Customer Journey
- Quote Journey
- SEO Structure
The challenge
A kitchen website can quickly become complicated. Customers need to browse styles and products, understand what is available, submit measurements or plans and request a design or quotation.
At the same time, builders, kitchen fitters, landlords, developers and other trade customers have different priorities. The website therefore needed to accommodate multiple journeys while keeping the experience straightforward.
The approach
Structure the experience around real questions.
The website was planned as two interconnected journeys: an inspiration and design route for homeowners, and a direct product and project route for trade customers.
Homeowner journey
- 01Discover
- 02Browse kitchens
- 03Get inspired
- 04Submit plans / requirements
- 05Free kitchen design
- 06Quote
Trade journey
- 01Discover
- 02Explore products
- 03Trade benefits
- 04Submit project
- 05Quote
- 06Trade relationship
Both audiences exist within the same brand, but the routes through the website are designed around their different intentions.
What was built
A complete, considered website experience.
Kitchen range catalogue
Giving customers the ability to explore styles and options before enquiring.
Free design journey
Providing a strong reason for customers to engage before they are ready to purchase.
Plan upload
Allowing customers with existing plans or measurements to progress quickly.
Quote journey
Creating clear routes from browsing into an actionable enquiry.
Trade accounts
Providing a dedicated proposition for professional and repeat customers.
Multiple customer journeys
Separating homeowner and trade intent without fragmenting the overall brand.
SEO architecture
Supporting individual kitchen ranges, services and customer-intent searches.
Mobile-first UX
Making product discovery and enquiries straightforward from mobile devices.
Website showcase
The real project, across the journey.
Explore key parts of the live website, from the first impression through to high-intent actions.
Homepage
Kitchen catalogue
Design and quote journey
Desktop to mobile
One clear experience on every screen.
Layouts, content and calls to action were considered for smaller screens rather than simply reduced in size.
Relevant HMA services
Explore the thinking behind the work.
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