Munro Agency transformed Horwood’s website into a central hub to support their digital marketing activity, educate audiences, and be a lead funnel for potential customers.

About Horwood

Horwood Homewares are a British wholesale supplier of kitchen and cookware. In operation since 1896, they’ve solidified their reputation as a trusted supplier and have since taken ownership of longstanding cookware brands Stellar and Judge alongside building their sustainability focused brand, Smidge.

With a growing customer base, they needed an effective solution that centralised and bolstered their digital activity, had a clear lead pipeline and cms integration, supported an expanded distribution network, and educated their new audiences.

The Challenge

Centralise their digital activity and build their website into a centralised digital hub:

• Lack of content and visual impact leading to an unclear user journey
• Poor digital optimisation and brand discoverability
• No clear lead funnels or call-to-actions
• Lack of CMS integration

Our Solution

We took a structured approach to website development, blending updated imagery and content optimised for SEO and informing users with our technical expertise to build a fast and responsive website with a clear structure, useful integrations with digital tools, and clear user journey that supported the client’s goals.

Design & Development

We overhauled the Horwood home page, creating a modern user experience that balances bold visuals with a clear user journey and calls-to-action:

• Created new visuals and content aligned with Horwood’s brand image
• Factored mobile users into design to ensure a seamless cross platform experience
• Integrated the website with a custom built CRM to follow up on leads
• A modern and stylish FAQ design to inform users

PPC Coordination

From the start of Munro and Horwood’s collaboration, they have seen PPC performance gradually improve. But the new website and CRM integrations allowed for further optimisation for their digital campaigns.

• Refocused PPC campaigns to direct traffic to the Horwood home page instead of individual brand websites
• Prioritised high value keywords that generate quality business leads
• Integrated the CRM with the website for instant lead tracking and qualification
• Integrated the CRM with google ads to track offline conversions – allowing Google to learn which leads are valuable business opportunities

Results

The launch of the new homepage has supported Horwood’s overall business strategy, creating clear customer funnels to their individual brands and offering a strong foundation to further support ongoing marketing and lead generation efforts.

Digital Coordination

Utilising the new Horwood website as a central point for PPC campaigns allowed for a more coordinated effort in messaging, asset creation, and campaign targeting, in addition to a redirection of organic traffic from individual brand websites to Horwood’s “hub”, supporting organic ranking goals.

This led to a significant increase in overall digital performance. Impressions improved by nearly 500%, average cost per click fell by 70%, and overall conversions rose 900% since the initial launch period.

Improved User Experience

The new design delivers impactful visuals and supports users in finding specifically what they’ve come to the website for, whether organically or through a digital marketing channel. A clear FAQ section answers common queries customers may want answered before a consultation, individual spotlights for Stellar, Judge, and Smidge allow general consumers to find the specific products they’re searching for, and distinct CTAs designed for new trading partners expedites their journey to the contact information they need.

Key Takeaways

• The first impression is key. Whether its B2B or B2C, clarity and credibility are key to your success and your homepage should support that.
• Purpose built design. Sites built with a clear end goal in mind better support business goals and return on investment.
• Lay the foundations. Strong SEO foundations and integration with marketing tools helps future proof your digital efforts.