The start: a premium product hidden behind an average website
All Season Garden Rooms builds bespoke, insulated garden rooms and garden offices out of Shropshire, with showrooms in Shrewsbury and Worcester. Stand inside one and the quality is obvious — the insulation, the finish, the fact that it’s genuinely usable in February.
None of that came across on a screen.
The trouble with a garden room is that it’s a considered, high-value purchase in a market crowded with aggregators and lookalike sites selling what are essentially sheds with windows. A buyer scrolling on their phone can’t feel build quality. If the website doesn’t communicate it, the only thing left to compare on is price — and that’s a race All Season had no interest in running.
On top of that, there was no dependable way of turning local interest into an actual enquiry. People looked, and then they left.
The middle: what we actually built
1. Let the buildings do the talking
The whole site is arranged around the photography: big, uncluttered images of real builds, given room to breathe, with the copy kept out of their way.
For a product where craftsmanship is the entire argument, that isn’t decoration, it’s the sales pitch. Someone weighing up twenty thousand pounds needs the site to feel worth it before they’ll type anything into a form.
2. A page for every model, not one page for everything
There are twelve models — the Piccolo, the Medio, the Grande, the Cube, the Magna, the Max and the rest — and each has its own page, with its own sizes, uses and photographs.
That matters twice over. A buyer who wants a garden office gets to look at something specific rather than squinting at a catch-all page. And Google has twelve genuinely distinct things to show people instead of one.
3. Answer “can I afford it?” before they have to ask
Every high-ticket buyer runs the affordability question in their head within about ten seconds. If the site won’t answer it, plenty of them quietly leave rather than risk an awkward conversation.
So finance sits in plain view, with the monthly figure stated up front and a dedicated page explaining the options. It reframes the decision from a frightening lump sum into something a household can actually picture.
4. Win the comparison the buyer is already making
Nobody chooses a garden room in isolation. They weigh it against an extension, a loft conversion, a conservatory, or moving house altogether.
So the site takes that comparison on directly and honestly, rather than pretending it isn’t happening. The company that answers the awkward question fairly is usually the company that gets the call.
5. Get found for what people search months in advance
Buyers don’t start by searching for your company name. They search for garden office ideas, garden gym setups, whether a garden room needs planning permission, how insulation actually holds up in winter.
Each of those is an article on the site, written properly. It’s how you get in front of someone six months before they’re ready to spend, and how you’re already familiar by the time they are.
6. Ads tight enough to stay profitable
Then we ran targeted paid social on a small daily budget across a deliberately tight radius around Shrewsbury.
Tight targeting is the whole trick. Go broad and you pay for clicks from people you could never deliver to. Kept narrow, and pointed at pages that actually convert, the cost per enquiry stays low enough that the maths is obvious.
The end: what it left them with
- Over 100 enquiries in the first month, for a considered, high-ticket product.
- Around £5 per enquiry, on a small local budget — the kind of number that makes carrying on spending an easy decision.
- Enough confidence to expand. The client has since pushed beyond Shrewsbury into wider regions on the back of it.
- A website that finally matches the product, in the owner’s own words below.
If you build something people have to see the quality of before they’ll buy it, tell us what you need and Harry will come back to you personally with an honest view of what to fix first. It’s the same approach we bring to the whole garden and outdoor-living sector: make the quality obvious, make enquiring easy, and keep the cost per enquiry honest.
The new site perfectly reflects the quality of our buildings. We've seen a significant increase in serious enquiries.