Yeoman

The project

Yeoman is a Devon-based plumbing and heating company working across domestic, renovation and commercial projects.

I worked closely with Gavin and Sean to modernise their existing website, reposition the business for more commercial work and create a flexible WordPress platform that could present complex projects through striking photography, varied layouts and detailed case studies.

Repositioning the business

Yeoman’s previous website was built around a simple one-page structure and focused mainly on domestic services such as boiler servicing and maintenance.

It no longer reflected the scale of the work the team was delivering or the direction they wanted the business to take. A key goal was to create a stronger online presence that would appeal to commercial clients while still supporting domestic enquiries.

Establishing a new visual direction

I worked with Gavin and Sean to define a more modern and professional look for the business.

Photography played an important role in elevating the site, so I also provided creative direction on the types of images needed, how projects should be documented and how finished spaces could be presented more effectively.

This gave the website a much stronger visual foundation and helped communicate the quality of Yeoman’s workmanship.

Creating clear routes for different audiences

At launch, the homepage was structured around two clear pathways: domestic and commercial.

This helped visitors quickly identify the most relevant route while giving Yeoman space to introduce its three core service areas without overcrowding the page.

The structure made the site easier to understand and supported the company’s aim of increasing commercial enquiries without losing its established domestic audience.

Designing visually striking case studies

One of the biggest improvements was the introduction of detailed project case studies.

Yeoman had completed a number of impressive renovation and installation projects, but the previous site gave them no meaningful way to present the work.

I designed flexible case study layouts using a combination of:

• full-width photography
• image slideshows
• staggered galleries
• before-and-after sequences
• mixed image and text sections
• large feature images
• varied project storytelling blocks

These layouts allowed each project to feel distinct rather than forcing every case study into the same template.

The staggered galleries and full-width imagery created a more editorial, visually engaging experience, while before-and-after content helped demonstrate the scale of the transformation and the practical value of the team’s work.

Building flexible layouts in WordPress

The site was developed with custom drag-and-drop content areas, giving Yeoman the freedom to build different page and project layouts without needing development support each time.

Instead of following one rigid format, the team could choose the right combination of image blocks, galleries, text sections and slideshows for each project.

The system was designed to keep the layouts visually consistent while still allowing enough variation to suit different types of work.

Making the site easy to manage

A major part of the brief was ensuring Gavin and Sean felt confident updating the website themselves.

The editing experience was kept straightforward, with pre-styled components that allowed them to add new content, rearrange sections and update imagery without affecting the design.

This gave them more control over the site and reduced the need for ongoing development support, saving the business time and money over the long term.

Supporting future growth

The website was built with expansion in mind.

Since launch, Yeoman has continued to add new pages and projects using the flexible system. The underlying structure has allowed the site to grow naturally without needing to be rebuilt every time the business introduces a new service or case study.

The result

The completed website gave Yeoman a much stronger and more professional digital presence.

The clearer service structure helped support both domestic and commercial audiences, while the visually rich case studies gave the team a credible way to demonstrate the scale, detail and quality of its work.

The flexible WordPress system also gave Gavin and Sean the confidence to manage and expand the website independently.

Client feedback

“In early 2018 Sofi Smith from All is Machine was recommended to us to revamp our website, which was becoming a little outdated and no longer suitably represented our company.

Initially, Sofi visited us at our office to show us her portfolio and explain how we could better present ourselves online. She took the time to listen to how we run the business, the services we provide and, most importantly, how we wanted to introduce ourselves to potential new clients.

She asked many questions and offered several suggestions we had not considered, which we were very pleased to take on board.

Sofi then created a number of website designs based on the pages we had discussed, while we collated photography and written content. Throughout the project we were in regular communication, exchanging content and ideas.

Once the website was complete, Sofi visited us again to hand it over and explain how to edit and add content, particularly our case studies, which we update regularly.

We still contact Sofi when we need help, and she always has the answer and can solve the problem for us.

We would highly recommend Sofi. From the initial consultation through to the handover, her professionalism and creativity exceeded our expectations. We are extremely satisfied with the website and would not hesitate to use her services again.”

Gavin and Sean – Yeoman

Services

• Website design
• UX and content structure
• Creative direction
• Photography guidance
• Responsive web development
• Custom WordPress development
• Flexible page builder
• Case study design
• Gallery and slideshow development
• WordPress training and handover

Need a website that shows the real quality and scale of your work?

I design and develop flexible WordPress websites that combine strong visuals, clear structure and easy content management, helping service businesses present their projects with more confidence.