Project Brief

Due to the changing market conditions, 21 Timbers found that they needed to diversify their revenue streams to include the domestic/home builder market. Their current website served a purpose on being found by commercial clients however was thin on useful content that is generally needed to win over the B2C market.


21 Timbers


  • Brand refresh
  • Custom designed and built web platform
  • All pages designed specific to client requirements
  • Product category pages complete with product dimensions & downloads
  • Header video shot by BZ
  • SEO on page requirements implemented at launch


  • Branding
  • UI/UX Design
  • Engineering
  • SEO Research

The Challenge

21 Timbers are a leader in the timber merchant game in Queensland, their website did not reflect this. There was little to no content available, and their branding had been in place since they first opened their business 10+ years prior- definitely time for an update on all fronts!

We worked closely with their team on understanding how best to display their various product types and dimensions, and what useful features we could build into the platform that will increase the usability and engagement.

The Solution

BZ’s first creative output was a refreshed brand that spoke to some of the key business objectives- one being their efforts in sustainable forestry practices. In the words of the managing director, it had been “the best thing they had ever done”, we hadn’t even started designing the website!

A sitemap was established, and we worked on wireframing each page to demonstrate our understanding of the user needs before handing over to the design team to create the new pages. We designed editable product pages which are targeted at their retail products, and a clearance portal where they can post one-off products that are on sale.

Our SEO team conducted thorough research on local competitors to understand what search terms were driving meaningful traffic to their respective websites.

A valuable feature we devised was 3 calculators for users to be able to input the dimensions of their structure- a new deck, and get an instant calculation on the quantity of timber they would need for their project.


The new, and far more comprehensive web platform has been received well with positive feedback from our client and their customers. Having a point of reference for 21 Timber sales staff to direct their customers to, such as the product dimensions and calculators, has increased their effectiveness in providing great service.

The increase in organic rankings have been a real standout performer, having collectively moved 2600+ positions since launching the new website, across valuable keywords and phrases identified in the SEO Research.

As we are able to track usage stats for the calculators, we have found that they are utilised multiple times every day. Our next enhancement will to be add a lead capture feature so that users completing a calculation can add their contact details to create a quote request.

Lets make something new.
Call Bravo Zulu