Champion Timber

The South East’s leading independent Timber Merchants with 9 branches from Bromley to Tunbridge Wells. With over 80 years’ experience supplying the building trade, they are Timber specialists and have been repeatedly voted one of the UK's top performing timber merchants in TRADA (Timber Research and Development Association) customer surveys. Visit the Champion Timber site

Urban Element and Champion Timber’s development

In 2007, Champion Timber came to Urban Element with a static, brochure style website that was attracting very little organic traffic. At this point Champion Timber were seeking a content managed website that would allow them to collect quotation requests for B2B customers, with SEO and marketing support to help increase their website traffic.

Content Managed Website with Quote Builder 

Urban Element delivered a fully CMS driven site with a Quote Builder application. Monthly visitors to the site increased to 7500 per month, and around £12,500 of revenue was delivered from converted online quotes through the Quote Builder application. B2B traffic and rankings were coming from ‘Timber Merchants’ searches

Partial E-commerce and Catalogue Site 

In 2009 through market research we identified a B2C market that would likely purchase online and want home delivery, expanding the potential marketplace for Champion Timber. This demographic was largely female, 30 to 45 age range and looking at home improvements. We posed the question “could the Champion Timber website sell to the consumer market?” 

Partial ecommerce functionality using an online catalogue to accommodate this online purchasing demographic was developed. By the beginning of 2011 the site was averaging around £15,000 pcm in online sales with the quote builder converting £25,000 per month. The site now had a B2B and B2C market place.

New SEO - Re-design and Full E-commerce

By end of 2011 the site was bringing in 20,000 visitors in organic traffic but was not converting well. The site was not fully e-commerce enabled and not female friendly. The site was designed to address this with additional site messaging and SEO keyword research carried out to cater for this additional audience. 

Since the re-design the site averaged £27,000 pcm in online sales with quote builder remaining steady at £25,000. B2C and B2B traffic was coming from ‘Timber Decking’, Timber Fencing and Timber. However, the bounce rate from mobile devices was over 50% whilst traffic from these devices increasing rapidly (just under half B2C market place).

2014– Mobile Responsive

In 2014 the Champion Timber site was developed to be mobile responsive. The target being to take their 1% conversation rate to 2% meaning online sales should increase to £54,000 pcm with quote revenue staying at £25,000

Continued development with Champion Timber 

The developments to the Champion Timber website have continued to drive their online business forwards. They now have an easy to manage ecommerce website on a globally renowned platform that ranks well for targeted searches, caters for a variety of B2B and B2C audiences and draws in sales.

In conjunction with the website Champion Timber also has a search engine optimisation programme to help continually increase its rankings and improve sales through its website.

Champion Timber’s new website is the now the epitome of their mission statement with unrivalled quality, range and service.

Project team

Jon Ellard Dan Shelton Chris Sawyer Luke Micallef

Client Testimonial

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