Case Study: Countability UK

In September, I got in touch with Leigh Delasalle, owner of Countability UK Stocktakers, and suggested a website redesign for his business. It was clear to me that, while the website described the nature of Countability UK Stocktakers’ business well, it was not doing his business justice. Leigh agreed and explained that updating the site had long been on his to-do list, but he has just been too busy with the day-to-day running of the business to address it. 

This is a common problem that affects many UK SMEs. Without a dedicated member of staff to look after the company’s ongoing web design requirements, there’s never a good time to sit down and analyse your website’s performance. And then, before you know it, a few years have passed and you realise that your site looks tired and outmoded compared to your competitors. This was a concern for Leigh because he pays an SEO agency a monthly fee to keep his site high on Google. This is a wise investment, but only if the website converts those visitors that arrive at the website. 

I explained to Leigh that while a GreatSite 4U website redesign would instantly improve his chances of converting visitors, it was equally important that we updated the website with condition and respect for the existing content. After all, while the site did look dated, its rankings for numerous keywords were pretty good, and the last thing we wanted to do was have a negative impact on those rankings by changing the site’s structure heavy-handedly.

I reassured Leigh that we’d avoid this by keeping most of the existing on-page content the same and making sure that all the pages from the old site exist on the new site with the same URLs (permalinks), or that they at least redirect to the most relevant page on the new site. If we didn’t do this, the client would end up with a much prettier, user-friendlier website, but it might end up being found by fewer people if its search engine rankings drop.

From my conversations with Leigh, I discovered that not only was the website in need of a rework but that GreatSite 4U could also save him money on his web hosting, reducing his monthly spend by approx. 80%. Needless to say, Leigh was keen to proceed, and within a month, the new site was ready.

The new website was created in WordPress using the popular and user-friendly Divi page builder, thus future-proofing the site for years to come.

We kept the company logo the same and respectfully used its colours as the basis for the new site.

We also retained the slogan ‘A service that counts so you don’t have to’ but presented in a more striking way – a rolling banner under the main image at the top of the home page.

We added numerous animation effects to give the site a slick appearance  as you scroll down. 

As the existing content was well written and optimised for numerous keywords, there was no need to reinvent the wheel and rewrite everything. Instead, we proofread and tweaked the copy to ensure it is error-free and as clear as possible to readers. 

Finally, we optimised the site’s performance by minimising the size of images using Shortpixel and by utilising the Litespeed Cache plugin. This, coupled with our excellent web hosting service provided by UK B Corp Krystal, has led to the site gaining an unbeatbale score of 100 for Performance on PageSpeed Insights. It also has 100 for SEO and Best Practices, which will help ensure that the site stays near the top of Google for numerous keywords.

When we shared the site with Leigh, he was over the moon. He now feels more confident that the money he invests in SEO will see a better ROI, as visitors to his website are more likely to stick around and, ultimately, buy from him.

In fact, Leigh was so pleased with the outcome that he then allowed us to redesign the website for his other business, George Jones Valuers. We’re proud of the outcomes of both websites and we look forward to a long and prosperous business relationship with Leigh Delasalle.