Union Billiards

Web Design and eCommerce Development for a respected billiards brand

Union Billiards is the oldest and most prestigious billiards brand on the African continent.

Successfully manufacturing, installing and servicing hard wood snooker tables and pool tables in homes, clubs and recreational venues since 1954.

We took the initiative to assist Union Billiards in a remarkable website and marketing transformation, turning the website into a potent lead generation machine.

Furthermore, we built an eCommerce website with a strong focus on user-centric design, delivering an exceptional customer experience.

We took the initiative to assist Union Billiards in a remarkable website and marketing transformation, turning the website into a potent lead generation machine.

Furthermore, we built an eCommerce website with a strong focus on user-centric design, delivering an exceptional customer experience.

Play the video for a short tour of the Union Billiards website.

The Brief

Website Redesign & eCommerce Store

The team at Union Billiards approached us to completely overhaul their website – improve overall site aesthetic, create an engaging user experience and increase leads by reaching the right customers.

The previous website presented several challenges, SEO best-practice was not implemented, page experience and mobile usability needed improvement and the online store was not generating adequate sales. The visual design and overall site experience did not amplify the core values of their brand.

Following a few brainstorm sessions with their team, we set out to create something completely new that was needed for years – a robust, engaging website and lead generation machine.

The Solution

Powerful lead generation, premium eCommerce and marketing automation.

We built a beautiful website with trending design, to showcase their exquisite range of pool and snooker tables.

Each product page features a unique online quote request form to ensure that a customer can send a request quickly, without navigating away.

A powerful user-centric online store was created on the WooCommerce platform, to sell their range of premium cues and billiard accessories.

The website is hosted on our fast dedicated eCommerce server.

On-page SEO was implemented to improve organic search results, along with optimising the website for Google Core Vitals..

Our team rebuilt their Google Ads campaigns, setup conversion tracking and audience targeting, along with ongoing management and optimisation.

The Outcome

A visually captivating and responsive website, serving as an unstoppable lead generating machine.

User feedback has been immensely positive. By reworking the visual design and user experience, we have aligned the company with their brand ethos; the most prestigious billiards brand on the African continent.

The new website is reported to be easy to use, very informative and conveys the level of trust synonymous with the brand. Each product range has a unique quote request form with automation, making communication with customers easier. This has resulted in a 356% increase in online quote requests.

Since launch, they have seen a 47% increase in new visitors via organic search within 6 weeks. Paid search has seen an average 15% increase in quote requests month-on-month, without increasing spend, simply by optimising bids and targeting together with our management approach.