Bathroom Brands // Advertisement Feature


understand individual items while also seeing how they work together in a real setting. Riley says her relative newness to the industry at the start of the process helped highlight how confusing some of the industry jargon can be. “When we started, I looked at the classifications and thought, ‘I have no idea what this means,’” she says. “If I’m just looking for a tap for my basin, I don’t know where I’m meant to go.” That prompted a rethink of both structure


and presentation, including clearer navigation, imagery and line drawings to help users immediately understand what they are clicking on. “Once you can see what something is, it makes much more sense,” she says.


The same thinking has been applied to


search engine optimisation. Bathroom Brands has invested in understanding how consumers actually search online and building content around those terms. This also includes landing pages and buying guides that explain not just individual products, but the wider considerations involved in planning a bathroom. “We call it 'brassware' as an industry, but


no consumers actually search for that,” says Howard. “If we can capture the way they search and bring them into our website, we can then point them in the direction of one of our retailers.”


Supporting retailers While the website is consumer-facing, its real


value lies in how it supports retailers. For example one of the most important features is giving users the ability to build a list of products they are interested in and take that directly into a showroom. So, instead of arriving with


a vague idea, customers come in with product codes, finishes and a clearer sense of what they want. The inclusion of RRPs helps manage their expectations early, and gives consumers a realistic understanding of budget before they even step into the showroom. That, in turn, creates a much more qualified


lead for the showroom. “It means the retailer has the benefit of


only really offering good news,” Riley says. “If somebody goes in with more


expectations, the retailer can be much more positive and offer clarity.” Howard adds that the intention is not to


replace the retailer’s expertise, but to make the first conversation easier: “We’re not trying to do their design job for them,” she says. “We’re just helping the customer get to that point of knowing what they're looking for more quickly.”


realistic


The benefits extend beyond lead generation.


Because the website is connected directly to Bathroom Brands’ product systems, data can now be shared more consistently across platforms. Riley points to tools such as TruBlue as an


example. “Wherever they’re looking, it should now be consistent,” she says. "That reduces the need for manual updates and helps avoid discrepancies."


The same approach is being applied


to customer support. Bathroom Brands is expanding its FAQ and troubleshooting content to make it easier for both consumers and retailers to find answers quickly. But, although the website


Jessica Howard


is already live, both Riley and Howard see it as the start of an ongoing process rather than a finished product. “There’s always going to be improvements,” says Riley. “You learn from how people use it and adapt.” Future phases are expected to include


deeper integration with other systems, potentially allowing consumers to see where specific products are on display and helping guide them to the most relevant retailer. More broadly, the new platform creates


a foundation that can evolve as the market changes and moves on. For Howard, that long-term view is key. “The whole point is to support retailers in the most


Experience the all-new website for yourself at crosswater.co.uk


practical way possible,” she says. So, yes, on the surface, Bathroom Brands has a


new website. But looking a bit deeper, the actual story is about a big supplier recognising that, in a digital-first world, supporting independent retail means helping shape the customer journey before the showroom visit even begins. If you get that right you can deliver customers who are more informed, more confident and more ready to buy.


kbbr


May 2026


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