Published by Sue Johns-Chapman
Published Date 17.04.2025 
Uform is delighted to announce that it has been named as a finalist in the UK Digital Excellence Awards, competing in the Stand Out B2B Website of the Year category.
A market leading manufacturer and distributor, Uform supplies a comprehensive range of doors and accessories to the kitchen, bedroom and furniture trade throughout UK and Ireland. Based in Co. Antrim, Northern Ireland, the company has grown significantly in recent years and now employs a workforce of over 300 people. Uform’s vision is to be easy to do business with through extensive choice, quality and convenience, whilst offering a world class customer service.
uform.co.uk
The Uform website serves as a dynamic B2B platform designed to cater to various stakeholders and business objectives. Its primary focus is on generating leads for the Business Development Unit (BDU), while also offering customers essential information such as product specifications, FAQs, contact forms, and a live lead time tracking feature to enhance decision-making and improve user experience.
Additionally, the website provides valuable content aimed at increasing customer loyalty, highlights career opportunities, and strengthens Uform’s reputation as a leading brand in the UK and Ireland. It features thorough information, user-friendly navigation, and tailored content for different trade customers, while directing homeowners to Uform’s network of independent retailers.
The Uform website was created with a focus on specific business objectives and the needs of multiple users. A user-centric strategy informed the development of the sitemap, wireframing, and content creation.
One of its standout features is the custom lead time tracking tool, which is seamlessly integrated with the Uform app to provide real-time product availability. Additionally, the website forms are linked to Uform’s CRM, automating lead capture and eliminating the need for manual data entry. Automated email notifications facilitate timely follow-ups, thus streamlining the sales process and improving efficiency.
Migrating to WordPress resolved previous system constraints, offering enhanced flexibility and functionality. The real-time lead data that feeds directly into the CRM enables the Business Development Unit (BDU) to nurture and convert opportunities more effectively.
What Were the Results?
The Uform website was created to drive lead generation, educate and engage customers, and enhance operational efficiency. The outcomes reflect significant improvements across various key performance indicators.
Lead Generation & Conversion: The website has successfully generated a substantial increase in qualified opportunities, resulting in new buying accounts and a considerable increase in sales revenue.
Website Traffic & Engagement: Throughout the year, site traffic experienced a marked increase, accompanied by an increase in returning visitors. Strategic SEO initiatives also led to a significant boost in organic search visibility.
User Interaction & Support: The lead time tracking tool provides real-time insights, enhancing decision-making. Additionally, greater visibility of the trade login area led to considerable increase in login activity compared to the previous year.
Marketing Impact: Since the site’s launch, the ‘Apply for a Trade Account’ page has received a surge in views, generating a high volume of trade applications. many of these applications have originated from organic search, paid campaigns, direct website visits, and social media channels.
Overall, the Uform website has excelled in lead generation, user engagement, operational efficiency, and brand positioning, setting itself apart in the industry.
Commenting on the prestigious award’s nomination, Uform Group Marketing Manager Ursula O’Dowd says, “We are incredibly proud to be shortlisted for the Stand Out B2B Website of the Year category at the UK Digital Excellence Awards. This recognition for our Uform website underscores our commitment to creating a customer-centric online presence that supports the overall growth goals of the company. It’s a clear reflection of the hard work and dedication of our Marketing Team alongside our expert Digital Partners, Skweeze. Being named alongside the other companies in such a competitive category is truly a privilege.”
Skweeze Co-Founder & Head of Digital Duncan Morely adds, “We’re absolutely delighted that the Uform website has been shortlisted for Stand Out B2B Website of the Year at the UK Digital Excellence Awards. This recognition is a true testament to the hard work, creativity, and collaboration that went into the project. Both the Uform marketing team and our team here at Skweeze poured an incredible amount of dedication into creating a digital experience that not only looks great but also delivers results.”
You can follow Uform on Linkedin and YouTube as well as its end consumer brand STORI on Facebook, Instagram, TikTok and YouTube.
