When Rutland Sheds came to us to mark their 40th anniversary with a new website, we knew it wouldn’t be a straightforward ecommerce web design. What they needed was a complete rethink of how their customers buy online, and the results speak for themselves. Since the new site launched in December 2025, their online sales have increased by 300%.
We’re proud to say that Barn2, the team behind the WooCommerce Product Options plugin that we used to create the website Rutland needed, have featured our project as a case study on their website. You can read the full write-up here:
The problem we inherited
The previous Rutland Sheds website was built on OpenCart and included a product configurator that, frankly, caused more problems than it solved. Customers were faced with stacked dropdown menus that showed every option at once; overwhelming rather than helpful. Behind the scenes, the backend required a separate manually-entered price for every possible combination of options. For just one shed style, that meant a pricing table of over 200 individual entries.
Updating prices was time-consuming, error-prone and entirely dependent on external help. Organic traffic was suffering too, partly due to poor site structure and outdated SEO foundations.
The solution: a guided buying experience
We rebuilt the site from scratch in Elementor and set about designing a configurator that would feel simple to use while handling enormous complexity behind the scenes.
The key was conditional logic. Rather than presenting every option simultaneously, the configurator reveals choices one step at a time, guiding the customer through the decision-making process in a logical sequence. As each choice is made, only the relevant next options appear. Pricing for extras adjusts automatically based on the shed size already selected, so customers always see accurate prices without ever having to do the maths themselves.
We also thoughtfully mixed input types: dropdowns, radio buttons, and block buttons, choosing the format that made the most sense for each individual choice rather than applying a one-size-fits-all approach.
The right tools matter, and before committing to WooCommerce Product Options by Barn2, we did our homework, reaching out to their support team to verify the functionality we needed. Their response was detailed and genuinely impressive, and it confirmed we had the right plugin for the job.
The results
Before the new site launched, Rutland Sheds received around 4 online orders per year through its website. In the months since going live, that figure has climbed to thirteen (and counting!).
Alongside the configurator, we built in a custom shipping calculator and strengthened the SEO foundations throughout. The site has already generated over 14,000 page views, and contact form enquiries have risen significantly.
Perhaps just as importantly, Rutland Sheds can now manage their own pricing in the backend without needing to come back to us whenever something changes. That independence is something we always aim to build in.
What this means for your business
This project is a good example of what we mean when we say we go the extra mile. The brief wasn’t simply “make it look better”, it was “make it work better, sell more and be manageable long-term.” That requires a different kind of thinking, the right technical knowledge and a willingness to dig into the complexity rather than design around it.
If you have a product or service that’s difficult to configure, quote or sell online, we’d love to talk. The solution might be simpler and more impactful than you think.
And of course, the biggest shout-out to our brilliant designer, Dan, who, with Warwick’s support, made all of this happen!
