Chair Dinkum

The problem

Chair Dinkum imports and sells premium ergonomic chairs, desks and office pods: HÅG, Herman Miller, Humanscale, Framery. The site had to carry serious product knowledge, a showroom, Australia-wide shipping and commercial fit-outs, without reading like a catalogue.

The category is crowded with resellers running the same templates and the same stock photography. Buyers spending $2,000 on a chair want to know who they are dealing with, what the chair will do for their back, and whether they can sit in it first. Most competitor sites answer none of that.

What we did

1. A mega-menu that organises by brand, chair type, desk, pod and commercial service, so a facilities manager and a home-office buyer each find their path in one click.
2. Product pages built to a single gold standard: ergonomics explained plainly, specifications complete, real pricing shown against RRP, showroom trial offered on every page.
3. A daily editorial programme on ergonomics and movement, written to own the questions people search before they buy.
4. Trust built in: Australian-owned and operated, authorised dealer status, phone and chat support, testimonials from three states.
5. Commercial and dealer pathways kept separate from retail, so neither audience has to wade through the other.

What it changed

• A site that reads as the specialist it is, from the hero line down.
• Content that ranks for the questions buyers actually ask, not just product names.
• A product-page standard the whole catalogue is being brought up to.