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Instinct Hardware

Instinct Hardware is a bespoke architectural ironmongery manufacturer specialising in marine grade t316 stainless steel lever handles, pull handles, escutcheons, bathroom ironmongery and much more.

The client initially approached us in need of a new website, which included a website migration. This website involved a total redesign of their current website (performed by our design team) and a completely new website build (performed by our development team).

Services used for this project:


The client’s primary focus was to revitalise the website to show the brand’s energy, experience, skills and capabilities for them to rise above their competitors online. imposed on a monitor
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Because this client sells items such as bathroom fittings that can be searched for by homeowners and users wanting interior design inspiration, we needed to target the client’s relevant and strategic keywords to avoid this type of traffic.

Our mission was to increase visibility by focusing on commercial property ironmongery-related keywords that appeal to architects and grab the attention of interior designers, door companies and construction companies.


The client’s relevant and targeted keywords are niche, with a low search volume compared to generic keywords that could have attracted more (yet unwanted) traffic. This challenge was a tricky one, but one we knew would benefit the client with some hard work, so we prioritised a focused plan for these keywords.

We targeted the chosen keywords and used them to optimise the page content we saw the most potential in whilst using a well-structured content plan. The pages we optimised received large amounts of site traffic yet experienced a high bounce rate and low session duration, as well as other poor metrics found during our analytical investigations.

We also worked with Instinct to brainstorm several pages/features that would engage architects, end users and other specified targets. Our thorough competitor research helped us to provide the client with inspiration that mirrored their content needs. This brainstorm gave the client support to create new blog/news content.

  • Connecting a flexible CMS that can be managed by the client team

  • Ensuring the website has a simple structure that clearly distinguishes between each stage of the buying process

  • Including SEO best practices
    to ensure the site was ready for the search engines once it had gone live

  • Ensuring the new website is accessible and easy to use from a desktop and mobile perspective

  • Providing the best user experience for both buyers and sellers

We are so proud of the results we have achieved for Instinct Hardware. Collaborative efforts of our Studio and SEM teams, combined the client’s in-house knowledge allowed us to deliver a stunning contemporary website, built with user experience at its core and deliver comprehensive SEO support to ensure that Instinct Hardware’s new site would thrive.

Our team was able to provide exactly what the client was looking for. Users are met with an easy to navigate website, with obvious call-to-action buttons depending on whether you are a buyer or seller and an inviting aesthetic that immediately draws you in.

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What did the client think?

Working with Extramile has been an absolute pleasure. From the imaginations of the creative design team to the impeccable skills of the technical team (and not to forget the super SEO copy team, too!), each and every person I have spoken to has been lovely and knowledgeable in their respective field.”

The whole team at Instinct are extremely impressed with the finished website (as are our customers) and frankly, I can’t wait to use the (now super easy) CMS! Thanks, Extramile and we look forward to continue working with you”


Our team are creative, talented and brimming with passion. We’re able to achieve results like this because we take the time to get to know your goals, problems and customers, allowing us to take a strategic approach to helping your business.

Speak with our B2B experts to find out how you can energise your business with our wide range of digital solutions.

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