Northroy Nursery
Northroy Nursery is a Melbourne-based wholesale plant nursery with a long-standing reputation for providing high-quality indoor and outdoor plants to landscapers, councils, and the public.
1. Overview
With a desire to enhance their digital presence and streamline customer engagement, Northroy Nursery approached us to redesign their website and improve overall user experience while maintaining their strong, earthy brand identity.
2. Objectives
The key goals for the Northroy Nursery website revamp included:
✅ Modernize the look and feel of the website while keeping it aligned with the nature-driven brand.
✅ Improve mobile responsiveness and usability across all devices.
✅ Provide a seamless browsing experience for plant lovers, landscapers, and trade customers.
✅ Highlight product categories and services clearly.
✅ Integrate inquiry forms to drive customer engagement.
✅ Improve performance for better SEO and faster load times.
3. Design and User Experience
The new design embraces a clean, nature-inspired aesthetic with earthy tones, spacious layouts, and high-quality imagery of plants and nursery environments. UX was a major focus:
🌱 Simplified Navigation: A clean top bar with intuitive sections: Home, About Us, Services, Products, Contact.
📱 Fully Responsive: Mobile-first design ensuring smooth browsing and interaction on smartphones and tablets.
🖼️ Visual Product Display: Product categories are represented with large visuals, making it easy to find and explore plant types.
🧭 User Journey Mapping: Key user journeys—such as finding product information or submitting a trade inquiry—were streamlined and reduced to as few clicks as possible.
4. Unique Features
🌼 Product Category Highlights: Rather than listing every single plant, the site groups offerings by plant type and use, giving a curated and accessible overview.
💬 Trade Enquiry Integration: A dedicated trade form built to streamline wholesale inquiries and separate them from general questions.
📷 Visual Brand Storytelling: Custom banners and real nursery photos bring authenticity and connect users with the on-ground experience.
🗺️ Interactive Map: Embedded Google Map with precise location details for easy physical visits.
5. Performance and Optimization
We took a performance-first approach using best practices to ensure fast loading and high search visibility:
⚡ Optimized Images: All images compressed and delivered in WebP for speed without quality loss.
🛠️ SEO-Friendly Structure: Semantic HTML and strategic use of heading tags for better Google indexing.
🌐 Accessibility Compliance: High contrast texts, alt tags, and keyboard navigability were included for WCAG 2.1 compliance.
📊 Analytics & Tracking: Google Analytics and Search Console integration for performance insights and continuous improvement.
6. Results and Impact
Since launching the redesigned site, Northroy Nursery has seen:
📈 +45% Increase in Website Traffic within the first 3 months.
🧾 +60% Growth in Enquiry Form Submissions, particularly from trade clients.
📞 Reduced Bounce Rate by 30% due to better navigation and page speed.
🌍 Improved Local SEO Rankings, appearing in top 3 results for targeted queries like “wholesale nursery Melbourne”.
7. Conclusion
The Northroy Nursery website transformation successfully bridged the gap between a traditional nursery business and a modern digital presence. By focusing on user-friendly design, performance, and functionality, the website now reflects the brand’s quality and professionalism, while driving measurable growth in engagement and leads.
Whether you’re a seasoned landscaper or a home gardener, Northroy Nursery’s website now offers a welcoming and informative gateway into their lush world of plants.