Lenson Select

New site for Lenson Select: Better UX for trade customers

The Challenge

When we began working with Lenson Select, they already had a strong idea of what they wanted to achieve. Their priorities were to increase trade account signups, promote their free custom cutting service and build stronger trust signals across the site.

Their old site did not clearly showcase their products or services, and while it was straightforward, it lacked the structure and organisation users expect. We knew it was important to showcase their primary services, as new visitors make decisions quickly, so the experience had to communicate value within the first few seconds.

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Sector
Manufacturing

Pages:
41

Products:
1,543

Project team:
Paul & Ahsan

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Precise optimisation for a competitive market

Improved visual structure and user confidence

Lenson’s old site covered the basics and displayed its products, but it did not go much further. Our goal was to refine the design so users could see more than just what they sell, including their express delivery service, trade account benefits and free custom cutting options.

We began by refining the colour scheme to clearly separate key services and highlight core USPs. This matters because users need to understand what you offer in seconds. Clear visual separation cuts out confusion, makes navigation quicker and pulls attention to the points that actually sell. It gives users a smoother experience and drives stronger engagement across the site.

Then we made the primary call to action more visible to guide users toward the next step. A standout CTA was essential to remove friction, speed up decision-making and turn interest into action.

Our dev team constructed a large WooCommerce website with a catalogue of 1,542 products, importing the products and incorporating product filters on category pages for improved navigation.

Our SEO team identified priority keywords, reviewed existing content in detail, pinpointed improvement opportunities and created new blog posts around core topics to build stronger topical authority.

The result

The collective effort of our SEO, design, dev and content teams resulted in a smoother user journey and stronger overall site performance.

Improved user engagement – as a result of clearer navigation
Built stronger trust signals – leading to longer sessions
Better visibility in search – thanks to refined keyword targeting
39.25% increase vs the previous period– Lenson’s site had 447 organic sessions throughout October

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Client feedback:

"We have begun our journey with Sherbet Donkey as they are developing our new Website and SEO... The team are great, very helpful and always keep you in the picture at the key stages."

Stewart Griffiths, Lenson Select

Building a strong foundation for SEO growth

The new website did an excellent job of showing Lenson’s vast selection of premium fixing supplies. This also made it easier to use the homepage for stronger keyword targeting and improve its position in Google rankings.

By making Lenson’s site easier to navigate, visitors stayed longer and interacted more. The UX (user experience) and SEO worked hand in hand to create positive signals that tell Google the page is trustworthy and useful.