Indigenous are an established UK supplier of natural flooring and wall products, based in the idyllic town of Burford in the Cotswolds. They supply a variety of unique and beautifully crafted bathroom pieces, bespoke furniture and accessories. Their products are stunningly individual and natural with unique texture and form. Their products are stunningly individual and natural with unique texture and form. Visit the Indigenous site

The brief

Indigenous products are beautifully displayed throughout their showroom, providing their customers with a unique experience throughout the store. They wanted a site that reflected their image and brand, alongside providing a return on investment.

Their previous site already used Business Catalyst but they wanted to find a local company that had specialist experience with it. Their existing site was not converting into sales and the user experience was poor. Fortunately, at Urban Element we have been working with Business Catalyst since 2010 and were happy to provide Indigenous with an up-to-date site. Our designers, developers and digital marketeers are all proficient users of Business Catalyst and were keen to help.

They came to us with a few main goals, their primary focus being to improve and increase conversions in their online shop. In order to do so, they wanted to make purchasing items simple and easier to understand. They also wanted to improve the clarity of the site by having a few key points on the site, including clear contact and enquiry points.

In terms of search engine optimisation (SEO), Indigenous wanted to improve their natural search engine rankings after previously falling victim to black hat SEO. To increase their SEO rankings, we needed to carry out intelligent keyword targeting and enhance user experience and product awareness.

The solution

Indigenous went through consultancy, design and build, to get to their current mobile responsive site. In order to fully understand their brand, we had meetings both at our offices and their showroom which enabled us to meet with their designers and fully understand their brand. With their image focused style in mind, we had to find a compromise between design and a content rich site. We built a site, that was fully optimised whilst remaining aesthetically pleasing, that both ourselves and Indigenous are extremely proud of.

We had to bear in mind that due to the nature of their business, their customers don’t make snap decisions about purchases. For this reason, we enabled the site to present and introduce products to customers, but then provided them with multiple call to actions. Customers are able to either buy products on the spot, get a quote or request a brochure. Doing so, enables Indigenous to incentivise interested customers into purchasing or visiting them in their Burford showroom, by providing them with their high quality brochures.

We also work alongside Indigenous to publish SEO-friendly, keyword targeted content which will, in time, naturally increase their Google rankings.

The results

Indigenous have received great feedback on the site’s appearance and usability, and a few items have now been sold. SEO results can however take more time, with permission from Indigenous, more detailed results will be published in 12-18 months.

"Working with Joss and Clare at Indigenous has been very enjoyable. It's great to work with a client who are so passionate about design and have such an amazing range of products. I look forward to working with them in the coming years." Jon Ellard

Project team

_none Luke Micallef Chris Sawyer Matt Gilbert

Client Testimonial

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