When we talk to people about websites, they’re often under the misconception that they’re a one dimensional mechanism; a simple referral point for your customers to make contact with you.
We like to think they’re much more than that; a multi-faceted and evolving representation of your brand identity that’s always on and always engaging.
What do we mean? Let us demonstrate with an example that epitomises a ‘living website’ – Marston & Langinger.
Creators of bespoke garden rooms, hand-crafted furniture and luxury paints, Marston & Langinger approached Interdirect one year ago looking for the agency to create an innovative new website. Whilst being aesthetically pleasing, their website did not tick the boxes when it came to functionality and accessibility, and the company needed a website that reflected its world-leading offering.
Marston & Langinger has more than 40 years’ of heritage under its belt. Their garden room designs are truly unique to each client’s individual requirements, promising them an extraordinary living space guaranteed to be incomparable. The company’s personal touch extends from exterior to interior; their skilled designers propose a wide variety of paints, furniture and blinds to customers to ensure that each conservatory, pool house, orangery or greenhouse is finished to perfection.
With such a bespoke solution and unrivalled attention to detail, the fundamental objective for Marston & Langinger was to have an online presence that was a true reflection of their ethos. The client had a vision of the type of platform they wanted their customers to experience, and were after an intuitive and engaging website, with no compromise on aesthetics.
Our approach was to completely understand the business, the user journey and ultimately, what a conversion meant to Marston & Langinger.
A responsive website was a given, and our digital development team worked closely with Marston & Langinger to develop a bespoke solution that ensured there was no trade-off between aesthetics and functionality. The website was designed to offer intuitive navigation for users throughout and make it simple for the audience to understand the offering.
Marston & Langinger invest heavily in their imagery, so the ability to place a vast, searchable and manageable photo library was incorporated in to the website design meaning that the client, and their suppliers, could store, access and recall imagery at any point.
We also incorporated a blog to allow the client to upload their latest news to the website, to ensure content was regularly updated and capture visitors’ attention. Social media was also integrated to encourage a dialogue that continued to its other online platforms.
This initial stage allowed for the first, and fundamental, type of conversion to take place: brand engagement.
The second stage was to incorporate an e-commerce solution into the website to allow transactional conversions to take place. Customers could purchase items form Marston & Langinger’s range of luxury paints, characterised by their powerful chroma, ease of application, durability and environmental credentials.
The third stage, currently in development, is a product configurator. To capture the true bespoke nature of Marston & Langinger’s approach, and recreate the experience customers get offline on an online platform, the company’s hand crafted blinds, furniture and soft furnishings will soon be available to view in 360 degrees in all 84 colours of the Marston & Langinger palette.
This functionality not only encourages a conversion, but first and foremost encapsulates Marston & Langinger’s commitment to attention to detail.
Since the launch of the website in May 2014, Marston & Langinger has seen:
- 75,092 users
- 321,458 page views
- Average session duration of 3:05 minutes
- An average of 4.28 pages viewed per session
- 48,574 organic searches for the website
The session duration is above the average, which can be attributed to the visually engaging content of the website and its improved accessibility to match the needs of the user.
The number of page views is also considerably higher than the number of users, demonstrating that people visiting the website browse a high number of pages. Again, this can be attributed to the inspirational nature of the website’s imagery, without compromise on the functionality.
Usually, we would expect visitors to browse on average 2-3 pages per session, Marston & Langinger’s figure is more than four pages per website visit.
What’s more, we were delighted to see that the business itself has grown from strength to strength in the past twelve months, recently winning a coveted Five Star Tradestand Award at RHS Chelsea Flower Show 2015 for their beautiful Rose Pagoda and courtyard garden.
But what does the website, its transformation and its successes mean to the client?
Phil James, managing director of Marston & Langinger commented; “For me, there’s a difference between anyone building a website, and someone that can develop a beautiful and intuitive website, for both the user and the owner, with seemingly limitless possibilities. The only limit was my imagination!
“Interdirect is able to offer digital development capabilities that are second to none. Their efficient project management and advanced programming skilled enabled us to launch our website on the opening day of Chelsea Flower Show 2014; a tight deadline that was only achievable due to their ability to quickly interpret my vision of a fully functional piece of art.
“I wouldn’t hesitate to recommend the agency, their joyful CMS and their talented team to anyone. David Hunt Lighting, who are prestigious partner to Marston & Langinger, were a recommendation of mine and now have a stunning responsive website thanks to Interdirect.
“The next steps for me are to incorporate video into the website, and I have no doubt that Interdirect will present an end product that will exceed my expectations, first time.”
Marston & Langiner’s unique and tailored offering is in some respects, the perfect analogy for the bespoke digital service provided by Interdirect. Our commitment to providing an intelligent solution rather than an off the shelf website is what makes our client’s websites stand out from the crowd and provide a perfect representation of their brand. People who do things ‘our way’ do it with us, and we work together to do it well.
To view the website, visit www.marston-and-langinger.com.