A 51% lift in conversion rate for East Midlands Water Company
We rebuilt the three hero product pages and the homepage for this family-run water treatment business. In the 30 days after launch, conversion rate rose by more than half, on the same traffic.
vs the prior 30 days, same traffic
double-digit growth over the period
plus a higher average order value
A trusted name that wasn't converting like one
East Midlands Water Company is a family-run water treatment business, established in 1989, selling water softeners, filters and reverse osmosis systems across the UK. They have three decades of expertise, hundreds of genuine reviews and a strong Trustpilot reputation.
None of that authority was coming through on the pages that mattered. The product and home pages leaned on the default Shopify theme layout: a plain description accordion, a specifications table hidden below the fold, and reviews stranded at the bottom. All the trust the business had earned offline was invisible at the moment a customer was deciding whether to spend several hundred pounds.
The three hero products, the System 40 under-sink filter, the BT65 whole-house filter and the EMS10 water softener, carried the bulk of the revenue but were doing the least to sell themselves.
Sell the product on the page, not just list it
The goal was straightforward: rebuild the three hero product pages and the homepage so they actually do the selling, surfacing the reasons to buy, answering objections before they stall the sale, and making the reputation impossible to miss. All on Shopify, all without touching the product range or the pricing.
This was a pure conversion project. No extra ad spend, no new traffic sources. The same visitors, converting better.
Hero product pages, rebuilt
The clearest way to see the change is side by side. The old template gave a buyer almost nothing between the price and the buy button. The rebuild is built around the questions a customer actually asks before parting with money.
Six changes that did the work
Benefit bullets at the top
We moved the key selling points, cartridge life, contaminants removed, push-fit DIY install, up beside the buy button as a scannable checklist, instead of burying them in a collapsed description.
Trust signals above the fold
Filter-life guarantee, free UK delivery, 30-day returns and dedicated phone support now sit directly under the add-to-cart, reassuring the buyer at the exact moment of decision.
A proper product story
We expanded the thin description into a full “Product Description” section and a bold “Why Choose” band, spelling out performance, savings, DIY install and filtration technology in plain English.
Reviews given room to work
The verified five-star reviews were restyled and repositioned so the social proof reads as a headline feature, not an afterthought at the foot of the page.
A visual "how to fit it" guide
We added a six-step, image-led fitting walkthrough. For a DIY-install product this kills the biggest hesitation, “will I be able to fit this myself?”, right there on the page.
Objection-led FAQ
A “Common questions before you buy” block answers the real pre-purchase worries, cost to run, will it fit my sink, does it actually remove contaminants, before they become reasons to leave.
The homepage, rebuilt to route people
The old homepage opened with a generic hero and a wall of collections. A first-time visitor with a hard-water problem had no obvious path to the product that solved it. We rebuilt it to route people by need and prove the reputation early.
A homepage that sends people to the right system
A confident, benefit-led hero
“Better water. Made simple.” with a shop-by-problem row (limescale, bad taste, chlorine smell, dry skin) plus the three hero products surfaced immediately, so visitors self-select in seconds.
Shop by category, cleanly
A tidy category grid replaces the cramped carousel, giving softeners, filters, reverse osmosis, whole-house and taps clear, tappable routes.
A "which system do you need?" table
A comparison matrix (softener vs whole-house filter vs reverse osmosis against limescale, taste, chlorine, drinking water) helps undecided buyers choose without needing to call, though the phone route is still there.
Proof brought forward
Trustpilot rating, real testimonials and the softened-water before/after slider now appear high on the page, not buried beneath the fold.
The same visitors. Over 50% more of them convert.
The rebuild in a nutshell
30 days after launch
Measured over the 30 days following the rebuild, against the previous 30-day period. No change to ad spend or traffic sources over the window, this is the same audience meeting better pages.
- Conversion rate up 51%, the headline result, on the same traffic.
- Total sales up by double digits over the period.
- More orders and a larger average order, so both the number of buyers and their basket size improved.
That last point matters: sales grew faster than order count, meaning the average order was larger too, consistent with clearer routing to the right hero systems and stronger cross-sell on the rebuilt pages.
Want pages that sell like this?
We rebuild product and landing pages on Shopify and WordPress to turn the traffic you already have into more sales. No extra ad spend required.