A Brighter, More Professional Visual Identity
The existing website was refreshed with a cleaner, brighter appearance while maintaining the familiar At The Bench branding.
The colour palette was updated from heavy blacks and muted yellows to a softer charcoal grey paired with a brighter yellow accent. This immediately lifted the overall feel of the website, making product pages more inviting and improving readability.
Within the header, the phrase ‘The Tools Andrew Recommends’ was given a more industrial character by changing its typography to a stronger, condensed font that reinforces the workshop environment and better reflects the professional tools being sold, while strengthening the connection with Andrew Berry’s online jewellery courses.
A wishlist icon was also introduced into the header, making it easier for customers to save products for future purchases.
Improving Navigation
One of the biggest improvements was simplifying product discovery.
The primary navigation was reorganised and complemented with a secondary navigation bar highlighting popular product categories. This allows customers to reach frequently purchased tools with fewer clicks while making the extensive product catalogue much easier to browse.
A Homepage Designed to Build Trust
The homepage was completely reimagined to create a stronger first impression and guide visitors naturally through the shopping journey. A new three-image hero montage immediately showcases the quality of the products and the craftsmanship behind the At The Bench brand, while a prominent trust bar highlights key customer benefits including expert advice, easy returns, click & collect and secure checkout.
Further down the page, visitors are introduced to bestselling products and the latest arrivals, making it easy to discover popular and newly added tools. Carefully positioned promotional sections draw attention to featured products and gift ideas organised by skill level, helping both beginners and experienced jewellers find suitable equipment. A PayPal Pay in 3 banner provides reassurance about flexible payment options, while a dedicated Jewellery Making Brands section makes it simple to browse trusted manufacturers.
To add warmth and personality, an ‘Our Story’ section introduces the business and its connection to master goldsmith Andrew Berry, reinforcing the expertise behind every product recommendation. The homepage also features the latest customer reviews through a custom-built Yotpo integration that matches the site’s design and loads far more efficiently than the standard widget. Finally, a newsletter sign-up encourages visitors to stay connected with the brand and hear about new products and offers.
The result is a homepage that not only looks more modern but also builds trust, improves product discovery and provides a smoother, more engaging shopping experience from the moment visitors arrive.
Product Page Improvements
The single product page also received significant usability improvements.
The layout was refined to make purchasing more straightforward, with the new wishlist button positioned alongside the Add to Cart button for maximum visibility.
Products are automatically classified according to their shipping requirements. Standard tools display Royal Mail delivery information, while heavier equipment displays DPD delivery details instead. This information is presented within an expandable section beneath the product details, ensuring customers receive accurate delivery information without cluttering the page.
A Better Checkout Experience
Several improvements were made to reduce friction during checkout.
Previously, the coupon code field was hidden inside WooCommerce’s default collapsible section at the top of the page, making it easy for customers to overlook. It has now been repositioned into the order summary, directly above the order details, where it is much more visible and accessible.
A custom Click & Collect option was also developed for local customers. The functionality integrates seamlessly into both the cart and checkout process, allowing eligible customers to collect their orders in person rather than selecting postal delivery.
