Northern Media develop new interactive website for XL Joinery

The Objective

XL Joinery, one of the UK’s leading suppliers of timber doors and associated products, recently employed the help of Northern Media to redevelop their website. The client wanted their new site to be modern, easy to use, consumer focused, and most importantly, able to generate pre-quali ed leads for their merchants (clients).

Solution Offered

Northern Media sat down with the client to discuss the issues with the current website and to consider key elements such as functionality, user experience, design and feasibility. Traf c, enquiries, order and nancial growth targets were also de ned to ensure upon launching the website, a strong ROI was achieved within agreed timescales.

XL recognised that whilst they don’t sell direct, they still wanted to put their brand and website in front of consumers searching for their products. Essentially they wanted to take control of the pre-sale process, using the website as a tool to transition the customer from ‘interested’ to ‘now ready to buy’.

The bespoke website was built and designed using e-commerce logic, allowing customers to view products both individually and in-situ, before being able to fully con gure their doors. The nal stage of the process enables users to search their nearest stockist, email the speci cation and invite several comparable quotes. A portal with full sage, CRM & stock management integration was also built to support their merchant network.

The Results

XL reported that £1.5million door enquiries were received in the rst 12 months following launch. Feedback on the new website from consumers has been very positive, in particular the ease of navigation, the quality of imagery and how they can quickly compare prices from the nearest stockists. This quali cation process can all be done from the comfort of their home. The website has also played a key role in improving the relationship with merchants (clients), because they now received pre-quali ed inbound leads, complete with a full door speci cation, at no cost and zero hassle. Furthermore the new portal now serves a hub for merchants to view invoices, check stock availability, order marketing collateral and to access technical product information.


Graham Clark, marketing manager at XL Joinery:

“Northern Media stood out for a number of reasons, the first being they came to the initial presentation with a concept design, which showed to us they were forward thinking, extremely passionate about what they do and also showcased their creative skills. In addition to this, their bespoke content management system looked fantastic and their impressive track record in web development was unquestionable.

“Working with Northern Media has been a pleasure as they are always on hand to handle any questions we have and are happy to give advice on what they think will work.”

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