Paint The Town Green
Establishing a premium digital positioning
Paint the Town Green offers a high-quality painting and decorating service in London and the Home Counties with a focus on environmentally friendly practices.
They embrace the traditional craft of painting and decorating with a modern approach focused on attentive customer service, ethical innovation, and inclusive business practices.
The brief
Paint the Town Green tasked us with transforming their website presence to not only align with their new brand, but also to underline their position in the marketplace as a premium service provider.
The approach
We started our 4-stage process with some deep-dive Discovery sessions to fully immerse ourselves in the company – looking where the business came from, but more critically their vision for the future.
During this phase, we established that the company focus would be shifting from selling paint to offering decorating services. This would prove critical for the successful migration of the old site to the new.
During the Definition phase we produced information architecture and the wireframes for the website’s template designs with the aim of ensuring the website delivered an engaging and high-end brand experience. Working closely with Lowrie Studios (who had headed up the rebrand design work) during the design phase ensured the template designs were on brand and matched their vision for the website experience.
Ahead of launching the new site, we developed a robust programme of redirects to mitigate the drop in organic traffic caused by the removal of site content (the paint selling service) along with other key signals to search engines to make the transition as smooth as possible.
Since launch, the aim has been to capitalise on the premium look and feel of the new Paint the Town Green website to drive more engagement, while the ongoing SEO work ensures the audiences reaching the site are more relevant.
The outcome
Following the launch, Paint the Town Green have received fantastic anecdotal feedback from users suggesting the site was a key factor in their decision to reach out for a quote.
Additionally, we’ve continued to work hard on the SEO strategy to ensure the right audiences are reaching site, which has seen conversion rates for inbound estimates exceed 40%.
