RN Bespoke Joinery Website Design
A recent catch-up with RN Bespoke Joinery and Cabinetry revealed that their target clients have been finding the website and contacting them, providing an influx of the high-end work they’re passionate about and driving growth that has enabled them to bring on another assistant.
Client
RN Bespoke Joinery and Cabinetry
Sector
Bespoke Joinery & Cabinetry
Our Role
Web Design, Branding & SEO
Technology
WordPress, On-Page SEO, Rebrand
Project Overview
RN Bespoke Joinery and Cabinetry is a high-quality woodworking business led by enthusiastic owners Richard Newman and Ben Crossman.
The team are described as the heart and soul of the business. Whilst based in Witney, Oxfordshire, they are well-equipped to travel to serve clients further afield, including London and the Cotswolds area.
RN Bespoke Joinery and Cabinetry specialise in providing bespoke, high-quality, handmade furniture. Their target demographic consists of clients with homes valued at one million pounds or more who can afford their high-end craftsmanship.
Both Richard and Ben are highly motivated to expand their reach, grow the business, and extend their services outside of their primary Oxfordshire base.
Kaydee Web partnered with RN Bespoke Joinery and Cabinetry to redesign the website and rebrand the company, targeting specific, highly searched services to attract their ideal audience and facilitate business growth.
Main Objectives
The overall goal was to redesign the website and rebrand the company — which required solving:
Unstructured Service Pages
The website wasn’t separated into targeted pages for specific services, lacking dedicated pages for kitchens, bedrooms, and living spaces, causing friction during user journeys.
Unoptimised Copy
The existing text wasn’t optimised or targeted toward relevant key phrases.
Weak Local Signals
The website failed to adequately mention their Oxfordshire base, resulting in poor local search rankings.
Misaligned Branding
Branding didn’t reflect the high-end, premium quality of their work necessary to attract their ideal demographic.
Kaydee Web's Solution
We didn’t want RN Bespoke Joinery and Cabinetry to just have a website online — we wanted it to actively convert their ideal, high-end clientele. Through a full rebrand, rewritten copy targeting real client outcomes, and a restructured, locally-optimised site, we built a highly targeted digital presence designed to connect with buyers of million-pound homes.
Branding & Design
Kaydee Web suggested rebranding to elevate RN Bespoke Joinery and Cabinetry’s online appearance to reflect their high-end craftsmanship. We brought in external graphic designer Helen Kirkby of HK Graphics, whose style was a perfect fit for the project:
New Brand Identity
A beautiful, recognisable logo that brought consistency and professionalism to the company's online presence.
Professional Photography
Squibb Photography captured imagery reflecting the brand's new premium quality.
Performance and Protection
We regularly maintain the website to keep plugins and themes up to date.
Copywriting & Messaging
We interviewed the business owners to understand exactly what they wanted and rewrote the website copy to be highly optimised — targeting the outcomes of their work (such as “handcrafted kitchen” or “fitted furniture”) rather than just the type of work offered.
We also created their tagline: “The Possibilities Are Down to Your Imagination.”
Website Structure & Technical SEO
We split the services area into six distinct parts: kitchen, bedroom, living, office, utility, and fun. We also added a dedicated furniture page to target the highly searched term “bespoke handmade furniture.”
The homepage prominently mentions their core service areas of Oxfordshire and London to improve local search rankings.
Portfolio, Local Presence & Ongoing Care
A prominent About page was created to showcase the team, and an extensive portfolio was built featuring the locations of previous work and six powerful photos per project.
Portfolio That Converts
Each portfolio entry includes a call to action prompting visitors to contact Richard and Ben via a simple contact page featuring a map and a user-friendly form.
Local SEO & Reviews
Google Business Profile updated, new branding rolled out across social media, and ongoing review requests encouraged after every job, including backdated requests to past clients.
Website Project Results
Our optimised approach paid off immensely; rather than just sitting online without driving traffic, the new website is highly targeted, designed, and written for the ideal audience.
Highly Targeted Traffic
Rather than just sitting online without driving traffic, the new website is highly targeted, designed, and written for the ideal audience.
Ideal Clients Finding & Converting
RN Bespoke Joinery and Cabinetry's ideal clients are now successfully finding the website and contacting the business.
A Steady Stream of Passion Work
The company now enjoys a steady stream of the high-end work that they are passionate about.
Business Growth & New Hire
Due to the new website, RN Bespoke Joinery and Cabinetry's business has grown, allowing them to bring on another assistant.
High-End
Ideal Client Fit
+1
New Team Hire
6
Service Categories
“Ben and I at RN Bespoke Joinery & Cabinetry simply could not be happier with every single element of Kelly’s service. Our website is literally beyond what we wished for! Add to that an extremely personal felt service and attention to detail! That as a high end cabinet maker, I truly respect. 5 stars is not enough! Thank you Kaydee Web 🫦”
Richard Newman
RN Bespoke Joinery & Cabinetry