The Brief was to build a website that appeals to UK builders, property developers, interior designers, DIY-ers and DIFM-ers.

The website owners, noting that the current market dominated by large DIY retailers, builders merchants and tile warehouses, saw scope for offering a more personal approach to selling building materials on-line. Chapter Eight was approached to design a customer-facing, on-line store, backed by helpful content and advice.

An intense period of usability testing of e-commerce websites followed. The results shaped the wire-frame designs upon which the new website would hang.

Builder Superstore has been designed as a product-driven website with the benefits associated with content rich websites. Extra value resources have been built in: a "Tool Box" section posts FAQs and downloadable advice on tiling.

"The Builder Academy" is a learning zone for self builders, DIY-ers and tradesmen wanting to pick up new skills. Listed are free articles and resources to hone web visitors' skills in a variety of areas.

The concept behind the extra resources is to grow an on-line community, which will be able to communicate via a dedicated Forum and submit articles/film to the "Tool Box" section of Builder Superstore.

With a large range of several hundred lines of tiles alone (and plans to add an array of additional building materials) Builder Superstore utilises Chapter Eight's C8TM website management software.

As well as providing full stock control facilities - including supply chain integration, the website includes despatch management, order management, payment integration with DataCash (including fraud screening and 3D Secure features).

The C8TM platform excels at presenting websites in a search engine friendly way - in fact Builder Superstore is already listing on the major search engines in their natural results - something relatively unheard of for a brand new brand and website in such a short period of time.

With 20 days of launch, Builder Superstore generated a rush of orders and sample requests.

Google Analytics, combined with the comprehensive statistics analysis of C8™ have enabled Builder Superstore to track the origins and spend patterns of its site visitors and customers.

The ease with which content can be added to the website has enabled Builder Superstore to produce a content rich website written to be search engine friendly. The client's enthusiasm for adding regular content of real value has had a great bearing in giving the website gravitas with search engines.

"Much of the early success of our site is down to Chapter Eight's emphasis on relevant content mixed with a flair for web functionality. We have already had a flurry of orders, which for a brand new retail business is encouraging!" comments Tom Klein at Builder Superstore.

"Builder Superstore is yet another great website taking advantage of the C8™ website platform." said Mario Thomas, Managing Director of Chapter Eight. "We continue to deliver high natural search engine listings and a high quality website experience to visitors - these two factors are responsible for the high traffic levels and high conversion rates Builder Superstore are starting to experience in these early days of this fantastic new website".