Topstak initially approached us when they realised their website was failing to meet their business expectations and their customers’ needs. Whilst they had recently had a website built by another agency, it had been created in quick progression with little time spent on the design and structure of the site. This had ultimately left them with a website that was poorly organised and visually uninspiring.
Our task was to provide Topstak with a new website that was organised, accessible and visually appealing, that would offer an overall improved user experience.
To kickstart the design and build of Topstak’s new website, our digital marketing team got to work on a sitemap, which detailed all the pages, sub-pages and sub-sub-pages we would need on the website. Topstak have a huge range of products so it was important we created a sitemap that would be easy to navigate by users.
With a clear structure of the site to work with, we began to design a variety of page layouts for the homepage, category pages and product pages. This was an important moment in the build and enabled the client to share any specific design elements they wanted to include on the site.
Next, we turned our attention to the visual designs. Topstak had a whole host of professional images that we were keen to make the most of. Reviewing the images, we were able to use them to create a colour palette from the brand, with green hues appearing time and time again.
As the structure and design of the site began to come together, it was time to start adding products to the site, along with optimised content. Once we had migrated all 1500 products from their previous setup, our content team had the task of manually checking and optimising each product page, with page titles and meta descriptions. We also wrote over 200 pages of content for the website, helping to position Topstak as experts in their field.
The main challenge we faced with this project was Topstak’s extensive range of stove products. With hundreds of stoves available, it was challenging for both Topstak to manage and users to navigate.
We started by organising the stoves into sub-categories for fuel type, type and brand. However, it could still be overwhelming for consumers, especially those with limited knowledge of what kind of stove they would need. That’s why we decided to build a stove selector tool. This feature would allow users to input their details and receive stove recommendations that were suitable for them.