MRS FOX is a sister business of our client, Fine Art Valuation. Owned and operated by Jane Fox, MRS FOX is a fine furniture shop and art gallery in Great Dunmow, Essex. Based in a gorgeous 400-year-old barn in the North Essex countryside, MRS FOX buys, sources and sells authentic 20th Century pieces from leading designers and artists of the time.
After a couple years working on the business, MRS FOX wasn’t performing as well as hoped. At the start of 2019, they came back to us to discuss a content strategy and social media marketing campaign. As we embarked on implementing an SEO strategy and lead gen campaigns, we noticed that we really needed to update the user experience. Initially, the business displayed a portfolio of pieces. On one hand, this was done with superb professional images and concise descriptions. However, it wasn’t clear how one could purchase these lovely things, or what exactly MRS FOX offered potential customers.
Therefore, we re-launched their website with a fresh new look and an ecommerce element. MRS FOX is a local brick and mortar business and does not sell its pieces online. However, we see an ecommerce site as central to driving leads and interest in their wares. Therefore, we used the Yith Catalog Mode plugin to pop Woocommerce into ‘catalogue mode’. That is, to keep all the great product display and configuration features without the cart and account functionality. Likewise, this allowed us to add a custom ‘Enquire’ button on all pieces, rather than ‘Add to cart’. This was crucial. MRS FOX operated by appointment only. So, we really needed an easy way for leads to: a) know that they must book to view the showroom; and b) be able to book online. Thus, we integrated with Calendly in order to offer bookings via phone or online. Taken together, the new site aims to increase leads and reduce barriers in in-store visits. In other words, we wanted to make sure that once traffic from organic search or advertising came to the site, people had a clear path to visiting the showroom.
Project Details
MRS FOX chose our economical Pro Package. We customised the theme’s colours and typography to work with their branding in order to create a unique, if not fully bespoke design.
Goals
- Relaunch website with a new design
- Refresh and reorganise content
- Search optimise content
- Display pieces clearly and consistently
- Communicate clearly how and why to book a viewing
Implementation
- WordPress for all functional requirements
- Professional configuration and customisation of the Lily Theme from Zigzagpress
- Import, restructure, copy edit and optimise legacy content
- Managed WordPress Hosting
- G Suite by Google Cloud for email and all Google services (Analytics, Webmaster Tools etc)
- Setup of full web presence including Google My Business, Facebook and etc
Images reproduced by permission of MRS FOX.
