Wool Carpets by Bellbridge

Challenge

Bellbridge’s website had not undergone a significant redesign since 2014. Staff received feedback that the site felt dated, key calls-to-action were ineffective, and important content was difficult to update. The existing design limited the use of larger imagery and did not effectively showcase the company’s products or support user conversion goals.

Solution

The website was redesigned using a minimalist design approach focused on usability, visual hierarchy, and content management. The new design incorporated full-width layouts, larger product and lifestyle imagery, expanded white space, and a refined color palette built around Bellbridge’s brand colors and neutral tones.

Navigation and calls to action were reviewed and reorganized to better support visitors’ goals and improve conversion opportunities. The site’s content width was expanded to create a more contemporary visual experience and allow for larger product photography throughout the catalog, collection, and product detail pages.

To improve long-term maintainability, home page components were restructured so that staff could update them directly in WordPress without relying on custom editing workflows.

Outcome

• Modernized the visual design and user experience
• Improved product presentation through larger imagery
• Enhanced visual hierarchy and readability
• Simplified home page content management for staff
• Better aligned calls-to-action with user goals
• Created a flexible foundation for future content and catalog growth

Service Provided

• Add New Features or Functionality
• Content Management / Development
• Content Strategy
• Information Architecture
• Responsive Design
• User Experience (UX) Improvements
• Visual Design
• Website Redesign
• Website Development