The Rock People initially contacted me because they needed to update their website and were frustrated by lengthy delays and poor support they were receiving from another web design agency.

Their website suffered from inefficient code and archaic software. It did not facilitate business growth and making changes took far too long and incurred more cost than was necessary. Furthermore, the design wasn’t responsive, meaning it didn’t display well on mobiles and tablets. I advised The Rock People they should move to a better website.

Customer Personas

The Rock People has three main types of customer:

  1. A company looking for branded rock sticks or logo rock sweets to be used for business/product marketing
  2. a bride-to-be requiring personalised wedding favours for her reception
  3. someone looking to buy ready-made celebration rock for a party or special occasion

When searching in Google a customer could use a variety of different keywords and phrases that would result in them landing on different pages and sections within the website. It was important, therefore, that the site had clear navigation to ensure customers could easily find their way through pages and sections.

A new start

I migrated the website into WordPress. The Rock People wanted to retain their previous red ‘sweet shop’ design, which required recreating the majority of the graphical elements to refine their size, style, and quality so they could be used on the new site.

I then analysed and improved the site architecture, user experience and navigation. Page layouts were rebuilt and tested thoroughly for mobile and desktop viewing. The site copy was reviewed and rewritten as necessary, with all pages optimised for SEO, and Calls to Action were added. Page redirects were put in place to reroute links from the old website to the new.

One of the web design page layouts for The Rock People

E-Commerce and Payments

An e-commerce shop was added for the ready-made rock products, with debit/credit card and Paypal payments processing. A separate bespoke Payments page was added so that business/personalised rock customers can pay their invoices via the website.

iPad showing an e-commerce product on the Rock People website

Website admin

The administration menus, toolbar and individual screens were simplified and reorganised to make updating pages, blog posts and e-commerce products a breeze.


The work paid off. For key search terms the website is the leading personalised confectionery website in Google.

"Jason listens, understands our requirements, makes suggestions, and then implements. He doesn’t take short cuts, he delivers. The recommendations he makes are always things we have never considered. This is what makes the difference between a web designer and a good web designer you can trust. It’s so important to get things right first time and this is what he does."

Andy Wignall , The Rock People

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