Web design and UX for the UK’s leading garden machinery and groundscare equipment provider


Web design and UX for the UK’s leading garden machinery and groundscare equipment provider


The UK’s leading distributor of garden machinery, engines, spare parts and professional groundscare equipment based in Yorkshire and Lincolnshire. Proud to name Allett, Briggs & Stratton, Charterhouse, Echo, Hayter, Honda, Husqvarna, John Deere, Kawasaki, Lastec, Mountfield, Stihl, Trimax, Westwood amongst some of their stocked brands.


Increase in online revenue in first seasonal month


‘High value’ Commercial enquiries from new lead capture method in first seasonal month

Our Challenge

F G Adamson & Son needed to refresh its online presence, pulling two existing websites into one centralised site that catered to all its customers: trade, commercial and consumer customers. Straightforward navigation and a mobile-responsive design were needed to ensure a frictionless user experience and help each customer find exactly what they needed in a few taps.

As a seasonal business, F G Adamson & Son required a website that was flexible and easy to customise, depending on the time of year, to maximise revenue and guide customers to in-season products and services.

Outcome Overview

The result is a contemporary, easy-to-navigate website designed to guide each different type of customer through their own tailored journey.

For commercial customers, it’s now simple to make an enquiry and discover more about brands and products. Meanwhile, trade customers can pay invoices securely and purchase and hire the equipment they need. General consumers enjoy a familiar-yet-eye-catching retail space where they can browse, filter and purchase products.

Increased opportunities for selling

We identified areas on the website where we could add additional value through a great user experience – allowing customers to pick and choose product upgrades, add on frequently purchased related items and select a delivery/collection date in a few clicks.

Using Hick’s Law to create an easily accessible and fast buying process, we were able to simplify a once complex process, which has resulted in a 21% increase in revenue in the first seasonal month.

“F G Adamson & Son were looking to work with an agency on the new company e-commerce & lead gen website. After reviewing various suppliers we chose to work with Mattix. Their varied skillset was evident throughout their portfolio, and their understanding of UI design was one of many reasons we chose to work with them.”

“We had some key challenges to overcome and Mattix was invaluable in creating an approach and design that works for our different customer groups. The Mattix team worked successfully to our deadline and even went above and beyond on many occasions.”

“The team here at F G Adamson & Son are very happy with the outcome of the project and are delighted with the uplift in our key metrics across all audience sectors – trade, retail and commercial.”

Will Vernon, eCommerce Manager

Flexible design for maximising income

Visit the website

F G Adamson & Son’s business by nature is predominantly seasonal and we ensured the buying experience for customers was made easier and more efficient to improve conversion, which has resulted in an increase in revenue by 20% in the first month of the seasonal period – compared to the previous year.

Combined with the introduction of new features to the website, which allows customers to effortlessly Book a Service during the off-season and for Commercial customers to enquire about large machinery hire as well as pay invoices through the website, we have helped F G Adamson & Son increase revenue throughout the full years’ cycle.

A mobile-responsive site for changing user behaviour

Mobile visitors to the F G Adamson & Son site rose by over 20% in the twelve months prior to our appointment and therefore there was an emphasis on having a strong mobile design and user journey, which was not present on the existing website. We designed the website in a way which worked seamlessly on smaller screens and handheld devices.

The new design caters to this growing consumer need and future-proofs the business for the rising demand for on-the-go purchasing.

Would you like to achieve these results with your website?

Speak to our team and see how we can help enhance your business.

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