Improving the user-friendlyness of an eCommerce website with loyal customer base.

The Brief:

Make a more branded website for DressFabrics.ie improve the eCommerce functionality and navigation as a way to encourage more sales through the site.


Maeve created this fantastic online store, selling fabrics and all the materials needed for dress making. She had done a great amount of work on her own connecting all the eCommerce payment gateways, creating the framework of the site and adding a humungous amount of stock that her customers loved.

Her online following was growing, the stock selection was expanding and as a result the site was becoming hard to navigate. There were also some small, but damaging glitches were starting to appear. 

What we focussed on:

We started out by really understanding who was using the site and what they were actually looking for. Maeve has a loyal and engaged community of sewists (sewing+artists=sewists) so reaching out to them offered a great opportunity to create something that really worked for the people using it.

Our main focus was functionality, ease of use and navigation, but also building and nurturing the growing community of sewists.

The website before the redesign:

What we did:

  • Reached out to Maeve’s most loyal customers to ask for their input
  • researched and created a more intuitive and user-friendly navigation so that existing customers could find their favourite products easily and new customers could find their way around and find what they need (so that the site generated more sales)
  • used the existing logo and colour system but added new brand elements and design features that made DressFabrics.ie more distinctive as a brand and not just a website that sells fabric
  • redesigned the home page of the site for desktop and mobile
  • removed and repaired all the broken elements of the site so that the experience was smooth and glitch-free—which is especially important for eCommerce!
  • worked on Maeve’s mission statement to support the growth of the community and get Maeve’s voice heard!
  • planned and created a lead magnet to grow the mailing list


Maeve – Founder of DressFabrics.ie

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Your website's call to action - the key to more enquiries and signups

Doing less better!

A CTA or Call to Action is the action you ask people to take on your website. When your CTA is working well, you'll increase the number of leads and enquiries you get from your site.

What should your call to action be?

You have a lot of options to choose from. You can ask people to:

  • join your mailing list,
  • attend an online event,
  • start a free trial,
  • book a discovery call with you,
  • connect with you on social media,
  • email you.

There's no right or wrong option on this list. If you have a number of ways that people can connect with you your job is to figure out which is the most likely action your ideal client will take and make that the most prominent option.

Sometimes people prefer to ask you a question directly by email before booking an appointment. Maybe they prefer to check out your freebie to get a sense of your style.

It's tempting to show all of the options at once so that at your site visitor has options, but you want to make it easy and obvious. If you shove a load of buttons and instructions in front of people, they're not likely to take action on any of them.


How to make your CTA easy and obvious

As always, the decision comes down to who your ideal client is and basing your decisions on what suits them best. You can't know for sure what will work best, so 

Does your website have a clear call to action that is easy to find and simple to use?

Your call to action can make or break the success of your website. By simply having a call to action that offers something your site visitor wants you'll generate more leads and ultimately enroll more clients.⁠




Do you have a CTA? Do you have several? ⁠
Is it visible, attractive and actually WORKING?⁠

What are you offering that helps a site visitor to become a lead?⁠




Offer something of value.

Value is soooo subjective, make sure you're offering something that connects with their pain point and is relevant to the service you offer.

Make sure you deliver it in a format that makes sense to the person consuming it. Pfffff. PDFs when most people visit your site on a mobile!


Tech :

Easy and obvious

Make sure the buttons work

How many should you add to your site? Don't confuse people

Book a call

Ask a question  - be aware you'll get more spam with a contact form but you just have to accept that



Email me - invite them

Make sure your contact form works or the email address that you put out there is actually reaching you

Something of value for free


Signup - a quick win

What kind of content do they consume online?


Go back to the core message that you want to be known for.

Quick win

(Don't make my mistake by offering something that nobody wanted)

I created something that I believed to be really valuable but I got it all wrong --- read more about it here.


Easy and obvious

Your freebies should align with what you say

Nurture your subscribers

Offer them something they want in a format they like to consume.







The High-Converting
Homepage Formula

Get more leads more often from your website

A high-converting homepage is one that resonates with the reader and inspires them to take action.

Use this exact formula (template + video guide) to transform your homepage and get droves of new leads and clients!