Florence & Joy
When Florence & Joy came to us, their website wasn't working for them or their customers. We redesigned it to match their aesthetic, streamlined the purchase flow, added custom filtering, and set up SEO properly so the right people can find them.
Project Overview
A complete redesign and rebuild focused on improving the user experience, purchase flow, and search visibility.
Challenge
The existing website was outdated, broken in places, and not set up to convert visitors into customers.
Technology
Wordpress, Custom Theme, Elementor, ACF, Woocommerce, Jetpack Analytics
Results
Since launching in February, views and visitors have increased by more than 10x — proof that a faster, better-designed website with solid SEO really does make a difference.
Solution
A full redesign and rebuild with custom filtering, optimised purchase flow, and SEO configured correctly from the ground up.
Development Process
Our structured approach ensured timely delivery and exceeded client expectations.
Discovery
We started with a meeting to understand the goals, followed by requirements gathering and a detailed project specification.
Design
We created wireframes and an initial design for client feedback, then refined with up to two rounds of revisions.
Development
We build a bespoke WordPress theme on our development server, tested everything thoroughly, and got a few changes before sign-off and going live.
Deploy
Once approved, we deployed the site and handed it over along with a user guide — with ongoing support available whenever the team need it.
Key Features
Comprehensive functionality designed to address all client requirements and user needs.
Personalised Filtering
Every product category has its own tailored filters based on its attributes — fabric can be filtered by usage, colour, and designer, while cushions filter by size and colour. New attributes can be added to any product at any time, keeping the filtering relevant as the range grows.
- ✓ Filters tailored to each product category
- ✓ Attributes can be added and updated with ease
- ✓ Helps customers find exactly what they need, faster
Sales Analytics
Intuitive dashboard providing instant insights into project status, team performance, and key metrics with customisable widgets.
- ✓ Track best-selling products and categories
- ✓ Understand customer buying patterns
- ✓ Make informed decisions about future stock
Inspiration Gallery
A curated gallery showing fabrics and remnants styled in real interiors, helping customers visualise how pieces could work in their own homes and giving them the confidence to buy.
- ✓ Showcases fabrics in real-life settings
- ✓ Helps customers visualise before they buy
- ✓ Reflects the Florence & Joy aesthetic throughout
Newsletter Sign-Up
Customers can sign up to hear about new stock, promotions, and updates directly from Florence & Joy, helping to build a loyal customer base and encourage repeat visits.
- ✓ Keep customers informed about new arrivals
- ✓ Drive repeat purchases with targeted updates
- ✓ Grow a direct connection with their audience
Journal
A space for Florence & Joy to share updates, styling ideas, and industry insights — keeping customers engaged and supporting search visibility at the same time.
- ✓ Share news, updates, and styling inspiration
- ✓ Strengthen the brand's voice and personality
- ✓ Supports SEO with regularly updated content
Client Experience
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