Since their establishment in 1991, Duralock has grown to become a globally recognised brand, specialising in quality fencing for the horse-racing and equestrian sectors. With clients from all over the world, including prestigious racecourses, trainers, and show grounds, their products have gone on to penetrate other markets, as they are adaptable for commercial and domestic use.
Duralock wished to give their website a refresh as well as update it to diversify their key target sectors. Previously, the website was very equestrian focused, and felt they could be losing customers who didn’t realise Duralock’s offerings had a much wider purpose.
Our redesign looked to direct customers from a much tidied up homepage to dedicated, sector-related landing pages using clear call to actions. We took the same, clean approach to the individual landing pages, achieving a more modernised and stylish look and feel.
The navigation system was simplified by using a permanent horizontal menu, and a vertical menu that changes depending on the current page. This change was made after analytics data that showed that visit duration was low and bounce rate was high; the clearer navigation and more prominent call to actions will direct users around the site better.