ADAO Design and Launch New Website for Contract Furniture Supplier, JB Commercial

JB Commercial Furniture have been operating from their Northamptonshire base for over 15 years, supplying a large range of contract furniture to workspaces, restaurants and cafes, leisure and hospitality venues across the UK, Ireland and EU.

ADAO have been working with JB for a couple of years now, supporting their digital marketing efforts through SEO and PPC. So when approached by the team at JB to redesign and redevelop their ecommerce website on WordPress (from their proprietary platform), it was a welcome challenge which team ADAO gladly accepted.

WooCommerce was chosen as a suitable platform for the ecommerce functionality of the new website. The key challenge from the start of this project was to integrate Woocommerce with the company’s existing back office system, allowing products to be imported and orders and customers from Woocommerce to be exported in real-time to the office system. For this integration ADAO successfully worked alongside JB Commercial’s existing long-term web development partner Propel Agency who developed a custom solution to handle the integration.


The new version of the website has been designed by ADAO to improve user experience (UX) and taxonomy, especially with product categorisation and also the industries or sectors particular types of furniture are suited to. The checkout flow was also streamlined to make the pathway to conversion much quicker and easier than before.

The brand colours were also tweaked by ADAO’s creative web designers to become more fresh and modern whilst also reflecting the vibrancy of the organisation. In addition, much emphasis was placed on product imagery and improving the quality and standard of these for the new website, to truly showcase their commercial furniture in the best possible manner.

From a digital marketing perspective, the new website now allows for seamless updates to be made through WordPress, a content management system (CMS) platform which is widely respected as one of the best suited to SEO. In addition, just over a month into monitoring campaign performance, and we have seen a positive uplift in user engagement, with avg. visit duration up, bounce rate down and also the avg. cost per click (CPC) for paid advertising dropping significantly due to the much improved quality of the landing pages available.

The new website has also allowed the ADAO team to set up a merchant centre feed to link to a new Google Shopping Account. Having the products appearing at the top of Google has already benefited JB Commercial Furniture, not just in terms of engagement but also increased conversions and revenue.


JB Commercial Furniture’s focus is now not only to continue to take direct orders for contract furniture, but to also extend their reach to commercial design and fit out firms; property managers, agents and landlords. To showcase their vast contract furniture product range for prospective workplace builds or refurbishments.

Fabian Busto, Head of Sales at JB Commercial states:

ADAO were great to work with when we wanted a new website building and launching. The pandemic meant we had to shift our deadlines around but ADAO were very flexible in working with us and helping us achieve our goal. The new site looks and works great!

David Ohandjanian from ADAO comments:

Working with JB Commercial was a pleasure right from the start. Helping their team to realise their vision of creating a much more effective online presence and extending potential reach should supercharge the company performance. With the pandemic affecting many businesses “usual” ways of working, it’s great to see companies like JB looking to harness and exploit opportunities from the online space in ways they have never tried before.

To view ADAO’s other digital project work, please click here.

About ADAO

ADAO is a creative digital agency based in the heart of the Midlands providing a range of design, web and digital marketing services to their valued clients.