Halden & Co.
A homeware store where discovery, filtering and search visibility carry the conversion load.
- Industry
- Home & Lifestyle
- Focus
- E-commerce SEO & Product Discovery
- Design direction
- Warm, tactile catalogue with room-based discovery
- Primary objective
- Turn category and search traffic into carts by making a wide catalogue easy to navigate.
The conversion logic behind it
A wide catalogue converts on navigation quality. Room pages, filters and internal linking do more here than any hero treatment.
Each room and maker page is built as a search landing page with its own intent, so organic traffic arrives on something shoppable.
Delivery certainty is shown before checkout, because in homeware that's the most common late-stage abandonment trigger.
The complete storefront
Everyday things, made properly.
Stoneware, linen and solid oak, shop by room or by ritual.
Shop by category
View allMost loved right now
Every look, shoppable in one click.
Room pages double as landing pages for search traffic and as multi-item add-to-cart moments.
What customers say
Found exactly the shelf size I needed in about a minute.
The room pages made it easy to buy a whole set.
Delivery date was accurate to the day.
Sourced from twelve small workshops.
Each maker gets a page, good for the story, and good for the long-tail search terms customers actually type.
New arrivals, monthly.
One email, the new pieces, nothing else.
Why these decisions were made
Discovery over persuasion
Big catalogues lose sales to navigation, not copy.
Landing pages with intent
Room and material pages match how people actually search.
Delivery clarity early
Answer the shipping question before the cart does.
Shoppable sets
Multi-item add lifts order value in a low-ticket category.
Your store might not need more traffic.
It might need a better customer journey. Let's identify what's holding your store back and find the highest-impact opportunities to improve it.