Decorating Centre Online (DCO) is a leading third-generation family business supplying premium paints, wallpapers and bespoke colour matching to the UK. With over 40 years of experience, they combine a vast product range with personalised expert advice for both DIY enthusiasts and professional tradespeople.
As Decorating Centre Online continued to scale its product range and customer base, its Shopify store needed to evolve beyond a standard ecommerce experience. Customers were regularly faced with complex decisions around quantities, colour matching and product variants, creating friction at key moments in the purchase journey.
At the same time, DCO needed a platform that could support both retail and trade customers, manage increasingly complex product data, and remain fast, flexible and scalable as the catalogue expanded. The challenge was to simplify decision-making without oversimplifying the products themselves, while laying the technical groundwork for future growth.
The objectives were:
Simplifying complex purchase decisions
Reduce friction in paint, wallpaper and colour-led product journeys by helping customers make confident, accurate purchasing decisions.
Delivering tailored product experiences
Create product-specific templates and UX patterns that surface the most relevant information for each product type across the catalogue.
Building a scalable technical foundation
Implement a high-performance, flexible architecture capable of managing complex product data while supporting future growth.
B2 delivered a programme of bespoke Shopify customisation designed to transform DCO’s website into a virtual decorating consultant. Conversion-driving paint and wallpaper calculators were embedded directly into product detail pages, allowing customers to accurately calculate required quantities based on their own measurements. The paint calculator also identified the most cost-effective combination of tin sizes, removing uncertainty while reinforcing trust and transparency at the point of purchase.
To support DCO’s diverse and technically complex catalogue, a suite of tailored product templates was developed for wallpapers, colour match products, kits and variant-heavy ranges. Strategic UX enhancements were introduced to improve commercial performance, including dynamic free shipping messaging, tailored pricing logic for trade and retail customers, and prominent DCO PRO integration. Behind the scenes, advanced data automation ensured complex colour and palette information could be delivered quickly and efficiently without compromising site performance or scalability.
Alongside the website experience improvements, B2 partnered with Decorating Centre Online on a targeted SEO strategy designed to increase organic visibility across high-value commercial categories. A key focus was Farrow & Ball, one of DCO’s most competitive and strategically important ranges. Through detailed category-level audits, we identified opportunities across underperforming, quick-win and high-converting pages, ensuring optimisation efforts were focused where they would deliver the greatest commercial impact.
Beyond individual categories, the wider SEO programme focused on strengthening DCO’s authority across the decorating space. This included mapping high-intent, conversion-driving keywords to core category and product pages, refreshing underperforming informational content, and implementing a strategic internal linking framework to funnel organic equity into revenue-driving areas of the site. In parallel, an AI-focused content audit ensured DCO’s content was well positioned for emerging search experiences, contributing to sustained growth from both traditional search and large language models.
Key Features:
Category-level SEO audits targeting high-value commercial ranges
Strategic optimisation of PLPs and PDPs for competitive keywords
Content refreshes and internal linking to strengthen topical authority
AI and LLM optimisation to support future-facing organic visibility
By combining a clearer, more intuitive website experience with a focused SEO strategy, DCO achieved measurable improvements across both user engagement and organic performance. Conversion-driving calculators and tailored product templates reduced uncertainty around complex decisions such as paint quantities, wallpaper coverage and colour selection, increasing confidence at the point of purchase while helping to minimise returns and customer service enquiries.
From an organic search perspective, DCO delivered strong year-on-year growth across core performance metrics. Increased visibility for high-value commercial categories, including Farrow & Ball, drove sustained uplifts in organic sessions, purchases and revenue, even during traditionally quieter trading periods. Importantly, SEO improvements were closely aligned with commercial intent, ensuring traffic growth translated into meaningful revenue gains.
Together, the website and SEO work provided DCO with a scalable, future-ready ecommerce platform. The business is now supported by a fast, flexible technical foundation, a more confident buying experience, and a strengthened organic presence that continues to drive growth across both retail and trade audiences.
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