A new website is more than a new look. It is an opportunity to give a clear structure, once again, to everything that has grown organically. We asked Philippe, our UX Designer, how he approached it and what visitors can expect from the new website.
Why a new brand identity?
The BK Geveldragers branding dated from the time before Group BK. It no longer matched who we are today: a group with several brands, each with its own character and target audience. That didn't feel right.
"Each sub-brand now has its own identity," Philippe explains. "They all have a unique look, but at the same time they are strongly connected within one and the same system." In practice, this means: each brand has its own main colour, but shares the same DNA: the same iconography, typography and structure. The result is a modular system that evolves with the group's growth and innovations. Always recognisable, but with room for individuality.
From patchwork to system
Websites have to grow along with the strategy and vision of the companies behind them. New pages emerge, new features... and that calls for change. "Over the years, situations arose that were less user-friendly or less clear," Philippe admits frankly.
The approach for the new website was fundamentally different: we set up a design system from scratch. For those unfamiliar with the term: a design system is a library of building blocks and rules that ensure consistency in design and user experience.
"A design system also closes the gap that sometimes existed between design and development," Philippe adds. Designers and developers now speak the same language. That makes collaboration faster, less error-prone and more pleasant for everyone. And ultimately for the visitor too.
Requesting a quote without the headache
For contractors and property developers, the quote request is the heart of the website. This is where the decision is made. So this process deserves extra attention.
"We gave the quote flow a thorough overhaul," says Philippe. The biggest change? Splitting information into bite-sized steps instead of one long page full of technical details. "Information about the project and the product used to be mixed together; now the data is grouped into clearer chunks. That means far less chance of small mistakes when filling it in, and above all a more pleasant experience."
The result is a flow that feels faster and clearer, on smartphones too. We know that contractors don't just work behind a desk, but also out on site. "Our website has become a lot more mobile-friendly," Philippe confirms. "The redesigned quote flow in particular will help customers on site request a quote faster."
Familiar, but better
Not everything had to change. Some structures and elements of the old website simply worked well. Philippe made a conscious decision to keep them. "If it works, you shouldn't change it just for the sake of change." Those elements did get a new look, however, so returning customers still feel at home in the new environment.
Making technical information understandable
Brickwork supports are a technical product, and not every visitor is an expert. Philippe had an answer for that: completely new product detail pages, where all properties, technical documents, manuals and instruction videos can be found in one place. In addition, a knowledge base has been added with frequently asked questions, grouped by category and answered by the professionals at BK Geveldragers.
And for anyone who still has questions after that? "Soon, visitors will also be able to chat with one of our AI assistants," says Philippe. "And of course Jelle is always on hand for technical advice."
How do you know if the website is doing its job?
A beautiful website is not an end in itself. Philippe thinks in terms of conversions and measures using a clear funnel: how many visitors come in, how many reach the quote form, how many complete it in full, and how many then confirm the quote? "In this conversion funnel, we can see step by step where the pain points still are and adjust accordingly."
It is a down-to-earth, data-driven view of a creative field. And that is exactly what makes the difference.
What's still to come
Philippe has one more surprise up his sleeve... Loyal customers will soon get exclusive access to extra benefits through a rewards system with virtual coins, the BK Coins. A way to reward customers for their trust and make the relationship even more personal.
"Mijn Geveldragers", the personal customer environment, is also in the pipeline for a thorough refresh. So the new website is not the end point; it is a great start.
Discover the new BK Geveldragers website and request a quote today.