Designing a clearer journey from browsing to enquiry

Sussex Eco Solutions · Content design, website structure & customer journeys

The challenge

Sussex Eco Solutions offers a wide range of fires, fireplaces and installation services. While showcasing the products was important, the website also needed to communicate the wider value of the business and help visitors understand how to take the next step.

For customers considering a new fire or fireplace, the journey can involve more than choosing a product. They may need to understand the services available, learn about the installation process and feel confident about making an enquiry.

The challenge was to create a website experience that brought these elements together, making it easier for visitors to explore the offering and understand what to do next.

My approach

As part of the website migration and redesign, I worked on the layout and customer journey across the website's branded pages. I focused on how content, page structure and calls to action could work together to guide visitors through the experience.

Making the offering clearer

I worked on presenting the business and its services in a way that helped visitors understand what Sussex Eco Solutions offers beyond individual products.

The aim was to communicate the broader service, including the expertise and installation support available, so that customers could understand the value of working with the business.

Creating a more considered page structure

I worked on the layout of branded pages, considering how information was organised and presented as visitors moved through the website.

The intention was to give important information a clearer place within the page, helping visitors understand the offering without having to piece together details from different parts of the experience.

Making the next step more visible

I considered how calls to action fitted into the customer journey, including how visitors could progress from browsing information towards making an enquiry or arranging a consultation.

By connecting the content with clear next steps, the website was designed to make the route from initial interest to enquiry more straightforward.

Explaining the installation journey

Installation can be an important consideration when choosing a fire or fireplace. I worked on the website experience to help communicate the installation process and give visitors a clearer understanding of what to expect.

Presenting this information as part of the wider customer journey helped connect product discovery with the practical steps involved in a project.

The thinking behind the work

The website needed to support customers at different stages of their decision-making process. Some visitors might be exploring products, while others could be looking for installation information or be ready to discuss a project.

I considered how the content and page layout could serve these different needs while maintaining a clear route towards enquiry.

Rather than treating each page as an isolated destination, I approached the website as a connected experience in which the information, page structure and calls to action worked together.

The outcome

Web enquiries increased following the launch of the new website.

Although this improvement cannot be attributed to any single design or content change, it provides a positive indication of the performance of the overall website experience.

The project brought together content, layout and customer journey considerations to create a website designed to help visitors better understand the business and move towards making an enquiry.

My contribution

Website content and layout, branded page experiences, customer journey improvements and calls-to-action placement as part of the redesign and migration.