Duresta is celebrated as one of Britain’s leading upholstery brands, designing and handcrafting luxury sofas and chairs in Long Eaton since 1938.
To ensure Duresta has continued longevity, the team challenged Cool Blue to assist with attracting a wider audience through a repositioning exercise that included a new website.
The new website needed to communicate the repositioned brand to consumers whilst also acting as a comprehensive sales and marketing tool for Duresta retailers.
Solution & Results:
Our first step was to rationalise Duresta’s extensive portfolio, making products searchable by type or by collection.
The customer journey was carefully considered to ensure users can access product information in a minimum number of clicks, including dynamic filtering for products and fabrics to deliver real time results. The site also features an innovative product configurator allowing users to design their perfect sofa.
Downloadable brochures, product sheets and product cards, all designed by Cool Blue, allow users to view, save and print relevant product information. Contact forms are seeded throughout the site to increase opportunities for data capture.
Additional content areas focus on Duresta’s heritage and craftsmanship story whilst a lifestyle blog enriches the user experience.
SEO best practices have been considered across the site to ensure Duresta maintain high rankings for their relevant search terms.
A dedicated membership area was also built on the site allowing retailers to easily access brand materials.
The new website is stylish, engaging and easy to use, and supports the additional brand positioning work Cool Blue has carried out for Duresta.