CLIENT
1st Choice Blinds
SECTOR
Home Improvements
THE RESULT
90+ tracked website leads per month, plus additional telephone enquiries
The problem
1st Choice Blinds was already a successful and well-established local business. Trading from physical premises for many years, the company had built its reputation through good service, customer recommendations, referrals and traditional advertising. The business itself wasn't the problem. Its digital presence was.
1st Choice Blinds already had a website that somebody had previously helped them create, but large parts of it either didn't work properly or simply weren't designed around what potential customers actually needed. It existed, but it wasn't doing enough to help grow the business. For an established company with a strong reputation and desirable products, too few website visitors were turning into genuine enquiries.
What I found
Looking at the website and the way customers buy blinds, shutters and flooring, it became clear that there were problems at several points in the journey. Some were technical. Parts of the website were broken or weren't functioning as they should. Others were more fundamental.
The website had been built, but not really designed around how a homeowner chooses a local blinds company, what information they need or how they naturally want to make contact. The enquiry process was one obvious example.
Someone interested in new blinds or shutters doesn't necessarily want to complete a lengthy form, provide lots of information or work out exactly what they need before speaking to somebody. They simply need an easy way to say:
I'm interested. Here's where I live. Please contact me. And reducing that friction presented a significant opportunity.
What I changed
I rebuilt the digital experience around the customer rather than the website. That included fixing the underlying issues, improving how products and services were presented and developing the site's visibility across the local markets 1st Choice Blinds wanted to serve.
But one of the simplest changes was also one of the most effective. I introduced a deliberately low-friction enquiry form asking for just four pieces of information:
Name. Telephone number. Postcode. Product of interest.
Nothing unnecessary.
That made it extremely easy for somebody interested in blinds, shutters or flooring to take the next step without committing to a lengthy enquiry process. Alongside this, I developed the search strategy around the individual products and geographical areas the business serves, helping more relevant potential customers discover 1st Choice Blinds in the first place.
The objective was to improve the whole journey: Get found → build confidence → make enquiring easy.
The outcome
The difference has been substantial. What had previously generated only a handful of website enquiries now consistently produces more than 90 tracked leads every month through the website alone.
And that figure doesn't include the additional customers who choose to pick up the phone and call the business directly. The website has gone from being something the business simply had, to becoming one of its most important sources of new enquiries. For me, this is also a good example of why growth rarely comes from one isolated marketing tactic.
Search visibility matters. The website matters. The products and proposition matter. But so does something as seemingly small as asking a potential customer to fill in four fields instead of fifteen. Sometimes the biggest improvements come from making it easier for customers to do what they already wanted to do.
“Wow - what a great decision! From the very first phone call, I knew he was the right person for the job. His knowledge and communication were excellent throughout, and the results speak for themselves. Absolute first-class service from start to finish.”
Dave Hayman, Managing Director
1st Choice Blinds
