Heritage Handles is an online retailer of door furniture and architectural ironmongery. The website also stocks home furnishings such as bathroom accessories and lighting.
The original website was very dated and required a lot of work to bring it up to date from both a design perspective and to improve it’s search engine results performance.
The homepage was lacking any real purpose, there were no clear messages or instructions for the visitor, the duplicated menu was unnecessary and the all-important product images were too far down the page. It also featured a photo of the shop that didn’t exist anymore. All in all, the first impression of the homepage was that it didn’t look like a modern ecommerce store and was preventing people from delving further into the site.

Original Heritage Handles home page
Redesign
In order to bring the website up to date, the first change I made was to the width of the page – I increased this by 28% to allow me to include more information and to fill more of the screen. I took inspiration for the colour scheme from the original shop facia, giving it a heritage feel as the name suggests.
With the increased space I added a large slider that will display the main messages and products that we want the visitor to see. Beneath the slider I have separated the products into three popular categories – the images make it clear as to what the website is about and below that are deep links to the individual pages making it easier to go directly to the content. The text links are also an aid for SEO.

Redesigned Heritage Handles home page
As well as door furniture and home furnishings, a lighting section has been added to the website. I have given this prominent space and positioning to help establish the range and it will hopefully be an area of the website that we will be expanding and improving all the time.
Below the lighting section is a best sellers scroller that includes quick links to the best selling products – this is dynamic but can be controlled, if necessary, using the admin interface.
At the foot of the page is a lot more text, the purpose of this is to increase keywords, allows additional deep links but also helps explain the purpose of the site and the knowledge and experience that the owner of the website, Roy Puttock, has.
I have to thank Charlotte at www.superwebs.co.uk for making my designs a reality.