Verona Architectural: Category Page Optimisation

The Client

Verona Arch is an established retail brand for whom we had previously built a new e-commerce platform. Following the successful launch of their main site, the client identified a need to enhance their category pages to improve both search engine visibility and customer experience. Their existing category pages were underperforming in search rankings and failing to convert visitors effectively, largely due to a lack of strategic structure and content.

With an extensive product catalogue spanning multiple categories, Verona Architectural needed a solution that would not only boost their SEO performance but also help customers navigate and discover products more intuitively. Our task was to redesign and rebuild their category pages, turning them from simple product lists into powerful entry points for both search engines and shoppers.

Strategy and Implementation

We approached this as a focused enhancement project, building on the existing platform while introducing new functionality and content strategies specifically for category pages.

1. Site Structure and Taxonomy Review

We began by reviewing the current site structure and category taxonomy to identify gaps and opportunities. This involved analysing how products were grouped, how categories were nested, and whether the existing hierarchy aligned with customer search behaviour. We recommended adjustments to ensure categories were logical, intuitive, and search-engine friendly.

2. SEO Strategy and Keyword Research

For each category area, we conducted detailed keyword research to understand what customers were searching for. This informed our SEO strategy, which focused on:

• Targeting high-intent commercial keywords for each category
• Identifying long-tail opportunities to capture niche search traffic
• Understanding search volume and competition to prioritise efforts

The research revealed that many categories lacked sufficient content to rank well, and that product descriptions alone were not enough to satisfy search engine requirements.

3. UX Wireframing and Template Design

We created wireframes for the new category page layouts, focusing on a balance between SEO performance and user experience. Key design considerations included:

• Clear product grids with effective filtering options
• Strategic placement of content blocks to support SEO without overwhelming shoppers
• Logical hierarchy of product listings, filters, and promotional content

Once wireframes were approved, we designed templates that incorporated faceted navigation, product grids, and supporting content blocks. The templates were built to be flexible, allowing Verona Architectural’s team to adapt them for different categories as needed.

4. Template Build and CMS Integration

We built the new category page template within the existing CMS, ensuring it could be easily replicated and managed across all categories. The template included:

• Dynamic product grids pulling from the catalogue
• Configurable filters for price, size, colour, and other attributes
• Editable content blocks for category descriptions, banners, and promotional messaging

5. Faceted Navigation and Filtering System

A key component of the project was implementing a robust faceted navigation and filtering system. This allowed customers to refine product results based on relevant attributes, improving the browsing experience and reducing the time to find desired products. We ensured the filtering system was SEO-friendly, with filter states correctly indexed and canonical URLs in place to avoid duplicate content issues.

6. On-Page SEO Optimisation

We optimised every element of the category pages for search engines:

• Headings: we structured H1, H2, and H3 tags to reflect keyword priorities and content hierarchy
• Metadata: we wrote unique meta titles and descriptions for each category, incorporating target keywords
• Internal Linking: we implemented strategic internal links between related categories and product pages to distribute link equity and improve crawlability
• URL Structure: we ensured category URLs were clean, descriptive, and keyword-rich

7. Supporting Content Blocks

To boost both SEO and conversion, we added supporting content blocks to each category page. These included:

• Category descriptions with relevant keywords, placed above or below the product grid
• Buying guides and helpful content where appropriate
• Customer reviews and trust signals to encourage purchase decisions
• Promotional banners for seasonal offers or featured products

This content not only improved search rankings but also helped educate customers and drive conversions.

8. Quality Assurance and SEO Validation

We conducted thorough QA testing across devices and browsers to ensure the new templates performed flawlessly. This included testing filters, navigation, and content display on desktop, tablet, and mobile. Before launch, we ran SEO validation checks to confirm all on-page elements were correctly implemented and that there were no technical issues affecting crawlability or indexation.

9. Publish and Performance Monitoring

Following launch, we monitored performance closely, tracking key metrics including organic traffic, click-through rates, conversion rates, and rankings for target keywords. We provided Verona Architectural with regular reports and recommendations for ongoing optimisation.

The Result

Improved Search Visibility

Within weeks of launch, the new category pages began ranking higher for target keywords. Organic traffic to category pages increased significantly, with several pages achieving first-page rankings for high-value search terms.

Enhanced Customer Experience

The faceted navigation and improved layout made it easier for customers to find products quickly. The addition of supporting content helped shoppers make informed decisions, contributing to higher engagement and conversion rates.

Scalable Template Solution

The new template can be rolled out across any category with minimal effort, giving Verona Architectural a scalable solution for future product expansions. The CMS integration means their team can update content and adjust filters without technical assistance.

Sustainable SEO Foundation

The on-page optimisation and content strategy we implemented have created a strong foundation for ongoing SEO success. Verona Architectural now has category pages that are not only visually appealing but also built to perform in search results.

Complementary to the Main Site

As an enhancement to their existing platform, this project has strengthened the overall performance of Verona Architectural’s website. The category pages now work in harmony with the rest of the site, supporting both customer journeys and business goals.