Case study
Arcadia Reptiles
A range of genuinely technical products, sold to people who range from lifelong specialists to someone who bought their first bearded dragon last week. One site, two very different levels of knowledge.
- Sector
- Reptile lighting and husbandry products
- What we did
- Web design and build
- Year
- 2025
The brief.
Arcadia make lighting and husbandry equipment where the specification genuinely matters: get the UV output wrong and an animal suffers. That makes the usual ecommerce instinct, hide the detail and sell the benefit, exactly the wrong instinct here.
The brief was to keep every technical detail available without making a first-time keeper feel like they need a degree to buy a lamp.
What we did.
- Layered the detail.
Every product leads with what it is for and which animal it suits, then opens out into the full specification for people who want it. Nothing is removed, it is just ordered by who needs it first.
- Wrote the guidance, not just the listings.
The site explains the concepts behind the products, because a customer who understands why UV index matters buys the right product and comes back. That content also happens to be exactly what people search for.
- Made the range navigable by animal.
People do not shop by product category, they shop by the animal in their front room. The navigation follows that.
- Built it to be added to.
The range grows. Templates were built so new products and new guidance slot in without a redesign each time.
What shipped.
- Product pages that layer plain guidance over full specification
- Navigation organised by animal, not by internal category
- Educational content built into the product journey
- Templates for a range that keeps growing
What it does now
Specialists can still find every figure they need, and a first-time keeper can work out what to buy without asking in a forum first. The guidance content does double duty as the reason people find the site in the first place.
Traffic and sales figures are with the client and will be added here.