A premium website for a premium outdoor brand
Millboard is a family-run business that produces hand-moulded timber-look decking boards. Millboard was launched in the UK in 2007, and since then, has grown to become the authoritative brand for luxury decking. Their boards have been used in prestigious builds all over the world, including the Burj Al Arab and Wimbledon.Launch Project
A website refresh to drive sales
Millboard’s reputation has grown considerably over the past decade and the company needed an update to enhance their digital presence. Given the brand’s luxury status, the new website had to reflect the high quality of Millboard’s products. The decking manufacturer also wanted to nurture the sales process and drive conversions with more tools and strategic calls to action, based on user behaviour.
Creating an immersive environment
Eyekiller’s team carried out research into the browsing behaviours of Millboard’s customers by conducting a comprehensive UX Audit and extensive user testing of their outgoing website.
Findings derived from this analysis alongside Millboard’s commercial objectives were used to formulate the new website strategy. We then built a lead-generation focused website that made extensive use of impactful photography and video, along with an inspiration section containing projects, galleries and an outdoor living blog.
Information at their fingertips
To maximise sales conversions, we created clear signposting to direct users towards ordering a sample, finding their local suppliers, and easily finding the answers to their questions. We also built a unique decking calculator to give visitors the opportunity to plan their projects in full. This tool encourages the visitor to take the next step in the sales journey, which is to contact their nearest supplier.
Simple back office functionality
Eyekiller also implemented an easy-to-use Craft CMS system to provide Millboard with complete flexibility and control over website content. Craft is an extensive suite of flexible modules that can be used to build standard web and landing pages around content, rather than trying to force content into a template. In addition to the new CMS, we also developed a custom-built CRM module to manage sales leads and sample requests.
A refined look with intuitive user design
The project resulted in a distinctive interface that guides the website visitor and provides them with all the information they need. Millboard’s new high-performance website inspires visitors to envisage and plan their dream deck, and to choose Millboard decking for its superior attributes.
“The whole process from start to finish was seamless”
Eyekiller recently developed our new website. The whole process from start to finish was seamless and one of the smoothest new website builds I have ever been part of. The new website was based on rigorous insight to ensure that it delivered on our business needs as well as being much easier for our customers to use and navigate around. It was also designed adhering to our brand guidelines. I would highly recommend Eyekiller to anyone looking for a professional new website that delivers what you want. Huge thank you to Jamie and his team, we are delighted with the end result!