Pavestone’s redesigned website is generating new enquiries and increasing customer awareness of the product range. It also provides a platform for a host of e-marketing opportunities which eliminate the need for costly printing. The company is one of the UK’s leading authorities in the supply of natural stone paving, walling and edging products into the domestic landscaping market and understands the value of harnessing the power of the internet to grow its business.
Investment in a new site was initially prompted by Pavestone’s need to have editorial control as well as attract more traffic. The brief was for a value for money site that echoed the inspirational design style of Pavestone’s printed brochure.
Jon Layton, Pavestone’s Commercial Director explains: “Previously, we had been working with a site that had not changed for three or four years. We felt that there was too much flash so the site was awkward, slow to navigate and not attractive to search engines.
“We wanted a clean, efficient website that visitors could navigate quickly and easily. It was essential that we had control over editing and uploading documents so that we could keep the site relevant to our potential customers and also the search engines. We are pleased with the basis of the site and feel the easy edit function has given us ownership. We can also update our supplier database as and when required and by adding a pdf download of the sales brochure we are reducing our printing costs.
“The new site has also opened up a range of cost effective electronic marketing opportunities for us. We have just added a News section which we are using in conjunction with Twitter to broadcast our latest initiatives and our on-line enquiry form is consistently bringing in information to build our contact database.
“Keeping an eye on our live web statistics has made us more aware of the sites potential and of course provides reassurance that it is attracting visitors and those all important search engines.”