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BURTON SAFES IN Holmfirth has recently launched a new website , following a complete overhaul of the previous website , with the help of Leeds-based , Fox Agency . The new site offers trade customers improved navigation , a search facility and clearly defined categories according to market sector broken down into product groups that can also be filtered by specification .

The website refresh has been part of Steve Keogh ’ s personal vision for the company since he took over as Sales and Marketing Director one year ago . Steve previously spent 3 years as Business Development Director at Burton Safes , during which time he set up 2 new business areas , building a safe and locksmith service network using trade customers and creating a luxury safe product range . The company has since appointed sales people to sell into and manage these areas .

Steve explains , “ Although our previous website had served us well in the 10 years prior , it had gradually become out-dated and was quite textheavy and difficult to navigate .

I felt it was essential that the website be brought up to date to better represent the company as a main player . We are competent in what we do and service some sizeable contracts and I wanted that to be conveyed in the appearance and functionality of our website , which is effectively a virtual shopfront of our business .

“ Selecting an agency to carry out such a crucial task was a big decision but ultimately it was the objective consumer-focussed approach , navigation ideas and vision for the brand that Fox Agency offered that were the main deciding factors .”

Phase one of the new website sees the introduction of stockist filter option , which slides in from the side , allowing the user to stay on the product page they are looking at , and lists the address and contact details of their nearest stockists . Companies are listed in order of proximity to the postcode area inputted by the user and is compiled from the full database of Burton Safes customers .

Steve continues , “ One of the more obvious changes to the

site is how the main categories are now segmented by customer market on the homepage to make navigation quicker , under the headings home , commercial , locks , services , retail , bank and military . Under each heading , the products relating to it are listed , such as safes and post boxes under the home sector and ballistic products under the military heading .”

To make it even easier for a customer to find the product that best meets their criteria , a new filter has been introduced . For example , if it is home safes you are interested in , you can select the insurance rating , whether you are looking for key or electronic , and also specify the capacity and weight . Only the products that fit your specification will then be listed . There are also downloadable features available for each product , such as installation instructions and specification .

The company carried out a soft launch of the new website that went unpublicised towards of the end of January to allow any teething issues to be ironed out , with the site going live officially on 6th February supported by an

advertising campaign , e-shots and social media activity .

Phase 2 of the website development programme is to include the implementation of the back office to a trade platform for Burton Safes customers . They will then be able to log into their account and view stock in real-time and manage their account , such as placing orders , check their balance , add and delete addresses and add products to their favourites .

“ All the old content from the old site is still available ,” says Steve , “ along with an improved glossary of terms that allows the user to begin to type in the term they are looking for and they will be prompted to where it is in the list , rather than having to scroll through .”

Analysis software will be used , along with customer feedback to evaluate the success of the site and reveal how visitors to the site are using it , with scope to adapt where necessary .

This latest launch from Burton Safes comes shortly after the company launched its new home safe at the end of January .

www . burtonsafes . co . uk