Southlight Furniture, original concept, not client work

A website concept for a furniture maker

The visitor decision it answersWill this table suit the gap in my room?

The first screen shows an empty room with one patch of window light on the floor, a small tag that says “Here.”, and a single button: describe your gap. The rest of the page, shown below, answers what a buyer would ask next.

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Southlight Furniture's first screen. A sunlit plaster room with an empty stone floor, a bright patch of window light, a small tag reading Here and sage rush-seat chairs against the walls. The headline There is a gap in your room, a short line about tables, chairs and shelving made to order in oak, ash and walnut, and a Describe your gap button.

The whole page at a glance

The desktop design has nine parts. Part 1 is the first screen above. Scroll inside the frame for parts 2 to 9; the list says what each part does for someone with an empty corner in their home.

  1. Part 2: A piece for every gap, three photographs: an oak table for a long kitchen, an oak chair for the reading corner and walnut shelves for the alcove.
  2. Part 3: Which gap is yours? Four rows from the kitchen that has outgrown its table to the room where the chairs do not match.
  3. Part 4: How a commission works, four numbered steps beside a windowsill with a blank sheet of paper and a pencil.
  4. Part 5: Three timbers, oak, ash and walnut boards leaning on a wall, each with a short description.
  5. Part 6: Made by hand, to order, a gloved pair of hands planing an oak table leg in a workshop.
  6. Part 7: What to tell us, six numbered lines on a gold card.
  7. Part 8: Questions before you ask, six questions and answers.
  8. Part 9: Describe your gap, a gold enquiry card on a stone floor with name, email, what is missing, a message box and a Send my gap button, and the footer.
  1. 1. First screen (shown above). Starts from the empty gap in the room, and offers one action: describe your gap.
  2. 2. A piece for every gap. A table, a chair and shelves, each in its own room, each with an Ask about this piece link.
  3. 3. Which gap is yours? Four familiar gaps, so a visitor can recognise their own room.
  4. 4. How a commission works. Four steps from describing the gap to setting the piece in the room.
  5. 5. Three timbers. Oak, ash and walnut, each with one plain line on what it suits.
  6. 6. Made by hand, to order. Why a piece takes the time it does: one room, one piece at a time, solid timber.
  7. 7. What to tell us. Six things to put in an enquiry, so a few lines are enough.
  8. 8. Questions before you ask. Six answers, from how long a piece takes to what it costs.
  9. 9. Describe your gap. A short enquiry card, hours and footer, where the page ends.

On a phone

Four real phone windows from the mobile design, each cut from our design boards at its own size. The desktop page is not squeezed in.

  • Phone window 1: the first screen, the empty sunlit room with the headline There is a gap in your room, a Describe your gap button and a list of Tables, Chairs, Shelving and Made to order.
  • Phone window 2: Which gap is yours? as four stacked rows, then How a commission works with four numbered steps in one column.
  • Phone window 3: Questions before you ask, six questions with their answers stacked in one column.
  • Phone window 4: Describe your gap, a gold enquiry card with Name, Email, What is missing, a message box and a Send my gap button, then the footer links.
  • Buttons run the full width. The Describe your gap button in window 1 is about 58 px tall at phone width, and Send my gap in window 4 about 56 px (measured on the images).
  • One column, nothing side by side. The four gap rows, the steps and the questions stack, so no line needs a pinch to read.
  • The form stays short. Name, email, what is missing and a message, then one button (window 4).

Why it is built this way

Four worries a buyer has before ordering furniture made for their room, and the part of the page that answers each.

  • The visitor worriesWill it fit my room?

    The design answers, parts 1 and 3The page starts from an empty gap in a room, and part 3 names four ordinary gaps, so the visitor sees their own room before any product.

  • The visitor worriesWill it look right when it is there?

    The design answers, part 2Each piece is shown in a real room with daylight on it: a table in a kitchen, a chair in a window corner, shelves in an alcove.

  • The visitor worriesWhat happens after I ask?

    The design answers, part 4Four steps: tell us about the gap, agree the piece, we make it, we set it in your room.

  • The visitor worriesIs it hard to ask, or too soon to commit?

    The design answers, parts 7 and 8Six lines of what to tell us, and plain answers on time, timber, delivery and cost, so a few lines are enough to start.

What this would do for your business

A page like this has one job: turn people who are looking at an empty corner into people who describe it to you. This concept has never run for a real workshop, so we have no results to show and will not invent any.

What we can promise is that you would be able to see what it is doing. We would set up the measuring when the site goes live, so after a few weeks you can tell what works and what to change. We do not promise a number of enquiries: that depends on your work, your area and your lead times.

What we would measure

  • Enquiries. How many people send the form, and what they say is missing.
  • Calls and emails. Taps on the phone number and email, and where they came from.
  • Form completions. How many start the form, and how many finish it.

What we need from you

  • Photos of your real pieces. In the rooms they were made for, in daylight.
  • Your pieces and timbers. What you make, and what you do not take on.
  • How a commission runs. In your own words, so the four steps are true.
  • Lead times and how you quote. So the answers on time and cost are yours.
  • Delivery area, hours and contact. Address, phone and who answers enquiries.
  • Care and guarantee wording. Anything you promise after a piece is set.

You answer these questions and review the plan and design before anything goes live. Two design revision rounds are included.

Want buyers to describe their gap to you?

Tell us about your project and we reply with next steps. No cost, no obligation.

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