A new website for a turf supplier to Wembley and Wimbledon
Inturf has been growing turf since 1985, supplying sports venues, landscapers and homeowners across the UK. Their website had grown unwieldy. Hard for customers to navigate, harder still for the team to update, and with no way to sell online. We rebuilt it on WordPress with ecommerce added in phases.
Strategy and execution
Rebuilt around the customer
We reworked the navigation and page hierarchy so people could find the turf they needed without already knowing what it was called.
ecommerce in phases
We launched with one core product, then built templates that let Inturf switch buying on or off per product as they were ready.
Rankings carried over
Every URL and meta detail from the old site was mapped before launch, so years of search visibility moved across intact.
The problem
Inturf has been growing and supplying turf since 1985, from sports pitches to domestic lawns. The business had moved on a long way. The website hadn't.
Navigation was the main issue. The products were all there, but finding the right one meant already knowing what it was called. Behind the scenes it was worse. Updating anything meant a call to somebody, which is the fastest route to a website nobody updates.
They also wanted to sell online for the first time, without turning a considered, advice-led purchase into a supermarket checkout. Some products suit buying outright. Others need a conversation first.
What we did
We built on WordPress, which is what Inturf wanted and what their team already understood. Hosting went to Krystal, partly for the PCI compliance the ecommerce side needed, partly because their data centres run on renewable energy, which matters rather a lot to a business whose product is grass.
Everything happened in a staging environment, so Inturf could watch it come together and tell us when something wasn't right. Faster than a big reveal at the end, and considerably less painful for everyone.
For the shop we used WooCommerce and Stripe, and started with a single product rather than the full range. The page templates were built so each product can be set to buy now or enquire, which means the range opens up at whatever pace suits the business.
Outcome
The new site went live on 9 September 2024.
Protecting search visibility was the main job at launch, so the old URL structure and metadata were mapped across before the switch. That SEO groundwork isn't glamorous, but skipping it is how a business loses a decade of visibility overnight.
The site is now something Inturf run themselves rather than something they ask us about. Google Analytics and Tag Manager went in after launch, so the team can see what's working rather than take our word for it.
We have had numerous website developers over the years and without any doubt, Webcetera are head and shoulders above the others. Steve and Paul's professionalism, expertise, and customer-focused ethos is inspirational and something we can all learn from. Keep up the fabulous work.
Inturf
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