Inside GMD Pennine’s website refresh
We’re pleased to share the launch of the refreshed GMD Pennine website, the latest chapter in a partnership that goes back several years.
We first worked with GMD Pennine in 2018, developing the company’s brand identity and original website. Since then, we’ve continued to support the business through our management of its Google Ads campaigns, helping connect GMD Pennine with customers searching for aluminium rainwater systems and roof edge products across the UK.
A lot can change in eight years, though. As GMD Pennine has grown, so has the way its customers use the website. It was time to give the site a refresh and make sure the experience matched the business it represents today.
Our job was simple. Make it easier for customers to find what they’re looking for, whether they want to buy products online or need GMD Pennine to manufacture, supply and install a complete system.
Creating a clear path for customers
GMD Pennine serves two distinct types of customer, so one of the biggest priorities for the refresh was making those journeys much clearer from the moment someone lands on the site.
For customers looking to buy supply-only products, the eCommerce experience is now simpler and easier to navigate. Clearer product categories, improved navigation and more straightforward pathways help customers find the products they need and get through to purchase without unnecessary steps getting in the way.
Then there’s the other side of the business. GMD Pennine also offers a complete manufacture, supply and installation service within a 40-mile radius. Naturally, those projects tend to need a little more discussion than an online order.
The refreshed website gives these customers the space to learn more about what’s involved, take a look at previous projects and get in touch with the team for a quote when they’re ready.
Bringing these two journeys to the forefront means visitors don’t have to work out where to go next. Whether they’re ordering products or planning a larger installation, they can quickly get to the information that matters to them.
Making more of every click
Of course, a better website isn’t just about making things look good. It needs to work hard for the business too.
We’ve been managing GMD Pennine’s Google Ads campaigns for a number of years, bringing targeted traffic to the website from people actively searching for its products and services.
The refreshed site gives that traffic a better place to land. With clearer routes through the website and fewer barriers between a visitor and their next step, GMD Pennine is in a stronger position to turn those clicks into product sales and genuine enquiries.
It’s also a good example of why websites can’t stand still. Businesses change, customers change and digital marketing changes with them. Sometimes the right move isn’t starting again from scratch, but taking what’s already working and making it work even harder.
Michael Cain, Technical Director at 21Digital, said:
“A website has to evolve with the business behind it. What worked brilliantly a few years ago won’t necessarily reflect how customers want to find and buy from you today. With GMD Pennine, we already had a strong foundation to build on, so this project was about refining the experience, removing friction and making sure the website is working as hard as the rest of their business.”
We’re really pleased to see the refreshed GMD Pennine website live and to continue a partnership that’s been going strong since 2018.
And the work doesn’t stop at launch. As GMD Pennine continues to grow, we’ll be there to support the ongoing development of the website and make sure it keeps delivering for the business and, most importantly, the customers using it.
Looking to give your own website a refresh or get more from your digital marketing? We work with businesses of all sizes to build websites and marketing strategies designed to support long-term growth.
From web design and web development to SEO, Google Ads, digital consultancy, social media marketing and email marketing, we’re here to help.
Get in touch today on 01254 660 560, send us a message through our website or pop into the studio for a chat. We’d love to hear from you.
