More chic less shabby

This retro furniture store turned to Magento to give their ecommerce a performance boost.

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The challenge

Crown French Furniture is a leading online store specialising in classic, reproduction and shabby chic French furniture. We built their original Magento ecommerce website in 2010 and, following a successful four years’ trading they came back to us for a new Magento store. Crown French simply wanted to take advantage of the latest technology and new features, such as making the website responsive, which would enable the business to grow.

What we did

We developed the new website from an existing Magento theme, which allowed us to take pre-existing front end templates and adapt them using the client’s branding. There are lots of great themes out there that are developed specifically for Magento. By using one as a starting point we are able to deliver a fully featured site within the client’s budget, which puts the platform within the reach of many small and medium sized businesses. Crown French Furniture follows a typical format for ecommerce sites, which also helps keep the budget down. More unusual or complex sites would need to undertake a planning and user journey stage in order to ensure the site’s functionality can deliver what the client wants.

To ensure the website still looked distinctive we designed a custom homepage and product pages, and optimised the entire site for mobile devices. We integrated WordPress for the site’s blog, making it easier to manage than the built in Magento facility. Then we migrated the existing blog content from the old site to avoid time consuming manual population. SEO was critical so we restructured the site by adding a sub category list for specific landing pages to help search. These display a list of sub categories below the category title and description. Among many technical implementations to boost organic SEO the inherited theme’s mark-up was enhanced to meet best practice. This included canonical URLs for product pages as well as pagination and 301 redirects so that the new site inherited the old website’s PageRank.

Among many technical implementations to boost organic SEO, the inherited template theme’s mark-up was enhanced to meet best practice.