Redesigning The Entire NOVA Aluminium Business Website While Maintaining Its Leadership In The Industry

Impact

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Increase in average session duration

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Increase in organic search traffic within 3 months

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Page-one rankings for industry-specific keywords like “aluminium signage and glazing systems”

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Decrease in bounce rate.

Services

UX/UI Website Redesign

Custom WordPress Development

Technical SEO Services

CMS Integration & Backend Simplification

Post-Launch Support & Training.

Background

When a prominent aluminium signage and glazing systems trade supplier in the UK reached out to Global Bay’s designers and developers in 2021, they wanted to redesign their website. So we set out to build an edge for them in the market. NOVA Aluminium operates from a 40,000 sq. ft facility in Bristol and delivers precision-engineered aluminium systems for shopfronts, full-scale national signage rollouts, and everything in between.

NOVA came to us at a point when it sought to renew its brand and market positioning with a refreshed website. Following a post-pandemic rebrand, the company wanted to strengthen its digital presence within the UK’s signage and glazing industry. We set out to create an aluminium business website that aligned with NOVA’s scale, expertise, and global reach – something that its outdated website could no longer achieve.

By discovering key areas of improvement, we devised a high-performing aluminium business web design & development solution for NOVA. As a result, the website we created didn’t just attract and convert, but also supported Nova’s long-term autonomy in the market. With our technical strategies, Nova is now positioned as a top-performing supplier in its market.

The Challenge

For a business with a 20-year history and 40,000 square feet of operational space to manage huge projects, NOVA had a strong reputation in the aluminium signage and glazing sector in the UK.

But they had outgrown their old website.

Our discovery phase began by analysing the gaps. NOVA had a diverse product range, but it was missing out on organic search visibility and a user-friendly website structure. Backend limitations also prevented regular content updates.

Furthermore, the lack of detailed product pages failed to assist in upselling, cross-selling, and persuading NOVA’s visitors to explore related products. We started with an audit of the previous site’s performance. Consultations with Nova’s in-house teams helped us understand their branding and marketing needs and identify key objectives:

Presenting NOVA’s industrial scale through a lean, intuitive, and modern website
Showcasing its vast product portfolio without suffocating the customer journey
Communicating NOVA’s technical expertise in layman’s terms without overwhelming the visitor
Building a high-performing site without disorganising the frontend and backend.

Following its rebrand in 2021, NOVA looked to completely refresh its website, increase its customer acquisition and retention, and cement its market position. We presented our research with a report that suggested the following areas of improvement;

An out-of-date backend system
Confusing site architecture for new visitors
Scattered technical content on the website
No SEO and nearly 0% visibility in search engines.

The team of NOVA Aluminium also expressed a desire to update, manage, and scale their website themselves without depending on a developer. In short, the challenge was to improve NOVA Aluminium’s organic search engine visibility and to streamline internal processes at once.

The Project

NOVA wanted to embrace a digital transformation. This meant enabling its customers with information about its products and capabilities and supplying them with a clean and modern platform.

Our focus was to improve the homepage first.

The homepage opens with a high-impact video in the hero section, which aims to catch users’ attention by broadcasting NOVA’s extreme professionalism and scope of business. As you scroll down, the entire website is built on a light background. With alternating bold headlines and focused calls to action, the website makes it clear where the user should go next, whether they are looking for signage or glazing products.

Thanks to a precise layout with clear text and steel tones, we created a modern and easily navigable site. Nowhere does the content veer into long paragraphs. All of Nova’s core service areas and product ranges were organised into bite-sized tile components with strategic keyword placements to boost its SEO and make the content user-friendly, The detailed product pages convinced customers to buy the related product range for each type of sign that NOVA provided. Upselling strategies also showcased complementary products to customers with special upgrade offers. Within 3 months of launch:

Nova began ranking on the first page of Google for several industry-specific keywords, especially “aluminium signage and glazing systems.”
Organic search traffic increased by 182%
The average session duration on the website rose by 200%
The bounce rate dropped by 29%.

Creating a simple content management system was also on our agenda. After we handed over the website, NOVA’s internal team had effortless access to:

Add or edit webpage content
Launch new products or system pages
Upload project case studies
Control homepage code

The Outcome

Our exhaustive web redesign strategies came to an end with a high-performing aluminium business website for NOVA, that met all of their objectives. The “request a quote” system offered direct communication between NOVA staff and customers, something that was previously facilitated through phone calls. This was a major improvement in operational efficiency and accelerated the customer journey. The new site gained a competitive edge over its peers, delivering on its most important performance indicator – attracting new users, as well as customer retention. What else changed?

The team at NOVA Aluminium could update content and product and marketing messaging internally – without a need for third-party intervention.
The site is now an integrated part of their marketing mix and customer service. Sales teams confidently direct customers to the new website, knowing they’ll find comprehensive product data and contact information.
Organic SEO performance was improved dramatically, with a 182% increase in search traffic.
NOVA also ranked on the first page for several keywords. The systematic SEO structure and backend implementation were based on semantic headings, fast load times, and crawlable product pages.

Lisa Sperring, Senior Sales Manager at NOVA, agreed that she would advise other businesses to choose Global Bay for their web design and development projects due to our proven track record in excellent delivery and customer service.

Yes, we would definitely recommend Global Bay. We were totally happy with the process and delivery of the new website. Global Bay’s support is responsive and reliable, and I can’t fault it. It’s so nice to be able to speak to real people who provide timely help.

Lisa Sperring

Senior Sales Manager, Nova Aluminium

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