How I redesigned
the ClippaNet website.

ClippaNet manufactures and sells net clipping machinery — a niche, technical product with a very specific global customer base. When Matt Thacker, the director of MATS Ltd and ClippaNet, came to me, he had already seen me build the MATS Ltd website from scratch. He was happy enough with the result that he asked me to do the same for ClippaNet.

What followed was a full rebuild: not just a visual refresh, but a rethink of the messaging, structure, and conversion path from the ground up.

The problem with the old site

The existing ClippaNet website had a few familiar issues that I see regularly with established businesses that haven't updated their site in years:

• Unclear messaging. It wasn't immediately obvious what ClippaNet did, who it was for, or why someone should enquire. Visitors had to work to understand the product.
• No mobile-first thinking. The layout didn't adapt well to smaller screens. For a business selling to buyers across the world — many of whom are browsing on a phone — this was a real problem.
• Weak calls to action. There was no clear next step for a potential customer. The path from "I'm interested" to "I've made contact" was muddy.
• Slow loading. Unoptimised images and unnecessary code added weight, hurting both user experience and search rankings.

None of these problems were unusual. They're the standard result of a site that was built years ago for a different web, and never updated to match how people browse today.

What changed in the redesign

The brief was to make the site cleaner, faster, and more effective at generating enquiries. Here's what the rebuild focused on:

Clearer messaging

The new homepage leads with a single, clear statement of what ClippaNet makes and who it's for. No preamble, no corporate waffle. Within a few seconds of landing on the page, a visitor understands the product and whether they're in the right place. This alone can dramatically reduce bounce rate — the percentage of people who leave immediately after arriving.

Mobile-first layout

The redesign was built mobile-first — meaning the layout was designed for a small screen first, then scaled up for desktop. This isn't just good practice for usability; Google uses your mobile site to determine your search ranking. A site that works well on mobile ranks better. For ClippaNet, with buyers across Europe, the US, and further afield, ensuring a clean mobile experience meant not leaving potential enquiries on the table.

Stronger calls to action

Every page of the new site has a clear, obvious next step. Whether that's a prominent "Get a quote" button above the fold, contact details that are easy to find on any device, or a form that's simple to complete on a phone. The friction between "I'm interested" and "I've sent a message" was removed entirely.

Performance and SEO

Like all the sites I build, the ClippaNet rebuild is hand-coded — no page builders, no bloated frameworks. Every image was optimised, the code was kept lean, and the page loads fast. Faster pages rank better and convert better. It's one of the few things in web design where doing it the right way benefits both the user and the search engine at the same time.

The result

Matt's feedback was straightforward: the site reflects the business properly now. The messaging is clear, it works on every device, and the enquiry path is obvious.

That's the goal with every website I build. Not a site that wins design awards, but one that does its job — representing the business well and turning visitors into enquiries.

If your current website is a few years old and no longer reflects the quality of what you do, a rebuild doesn't have to be a drawn-out, expensive process. Most small business redesigns I deliver take 1–2 weeks, with a clear brief and a fixed price agreed upfront.