Copperline Kitchens
A manufacturer whose product range only existed as a printed brochure
Showroom appointments now book straight from the range pages, with the brochure request retired.
- Webflow design
- Webflow development
- CMS setup
- Digital marketing
A wireframe of the page structure we built for Copperline Kitchens. We draw these rather than publish screenshots, so the case study stays accurate as the client keeps editing their site.
31
Door styles now indexable
Previously only inside a 40MB PDF
3.2x
Showroom appointments booked online
Months 1 to 4 after launch versus the four months before
0
Brochure download gates left
The PDF request form was retired at launch
+118%
Organic entries to product pages
Month 6 versus the month before launch
Appointment counts are from Copperline's booking system. Organic entry figures come from Google Analytics 4, filtered to the range and style page groups.
What was going wrong
Copperline's eight kitchen ranges lived in a 40MB PDF. The website asked visitors to submit a form to receive it, which meant every product question turned into an email exchange and a two-day delay.
None of the ranges, finishes or door styles were indexable, so searches for the specific styles they make sent traffic to national retailers instead.
The showroom sat half empty on weekdays while the sales team chased brochure requests that never converted.
What we did about it
In the order it happened, including the decisions the client pushed back on.
Turn the brochure into a browsable range
Eight ranges, thirty-one door styles and the full finish palette became CMS collections with filtering. A visitor can now narrow by style, finish and price band and land on a real page for the exact kitchen they are picturing — a page that Google can also read.
Book the showroom, not the brochure
Every range page ends with a showroom appointment booking rather than a download gate. The booking form asks which ranges the visitor is interested in and passes that to the sales team beforehand, so the appointment starts with the right samples already on the table.
Point paid and organic at range pages, not the homepage
Search campaigns were rebuilt around style-level intent — shaker, slab, in-frame — each landing on its own range page rather than a generic homepage. Organic content followed the same map, with a buying guide per style linking down into the ranges.
What it was built on
- Webflow CMS with three collections and multi-reference filtering
- Finsweet Attributes for faceted filtering
- Booking embed with range pre-selection
- Google Ads restructured by door style
- Product and LocalBusiness schema
The brochure was the business for fifteen years, and we were terrified of putting it online for free. Within a month the sales team stopped emailing PDFs and started meeting people who already knew which range they wanted.