Ecommerce Websites: British Bakeware
British Bakeware is a UK-based supplier of kitchenware and cooking accessories (such as baking trays, loaf tins, and grill pans). The company wanted a way to present these products – which look rather plain as they are – in an attractive, engaging way that would encourage potential customers to take notice. They asked Designer Websites to create a colourful, charming design that would evoke the spirit of traditional British baking and make their range look appealing to consumers; they also suggested incorporating a recipe blog into the website so as to show off potential applications of the products on offer.
To achieve the desired results for British Bakeware, our professional designers used pastel colours – soft greens and oranges – to give the impression of a traditional store front. When designing the website’s homepage, we included several tantalising images of baked goods to whet the user’s appetite (appealing to the stomach as well as to the eyes is a handy psychological trick for website designers!) Overall, we feel that we succeeded in creating an attractive website with plenty of engaging visual features that don’t get in the way of the site’s navigation.
The online recipe book is a crucial part of the British Bakeware website. Like any blog page, it serves as an additional channel through which the company can promote their products, and the Bakeware team can share their posts on Twitter, Facebook, and other social media channels with ease. However, this blog also has many bespoke features that other blog engines don’t offer – for example, we used some custom styling techniques to imitate the look and feel of a real recipe book (with ingredient lists and clear step-by-step instructions), and each blog post has a ‘Products you may find helpful’ section that’s designed to drive traffic from the recipes to the checkout.
We also worked hard to ensure that British Bakeware’s website was fully integrated with relevant social media channels. For example, the site’s homepage features a Pinterest feed that shows users all of the company’s latest pins; furthermore, the recipe blogs use special markup to make ‘recipe cards’ – short summaries of the relevant recipe – appear when the image from a recipe post is shared on Pinterest. British Bakeware can also be found on Twitter, Facebook, and Google+, and we took care when designing the website to ensure that users would be able to find the company’s social profiles at a glance.