Green Roof Tops

‍Overview‍

Green Roof Tops (Vella Ltd) is the UK’s leading specialist in high-quality, farm-grown sedum. Based in Gloucestershire, they provide innovative "click-together" tray systems that make living roofs accessible to everyone, from DIY homeowners to commercial developers. Whilst their product was market-leading, their existing Shopify store—built in-house using a standard template—was underperforming. It lacked the visual impact required to showcase the quality of their sedum and was struggling to rank effectively on search engines.

The challenge was to reclaim the brand’s authority. Many of Green Roof Tops' own B2B customers were selling the same product through more polished websites. Tim and Amy approached Design in the Shires to build a professional "direct-from-grower" experience that would increase conversion rates, improve organic rankings, and maximise the ROI of their PPC campaigns.

What We Delivered‍

Our team executed a comprehensive visual and structural redesign on the Shopify platform. We moved away from the restrictive template to a modern, brand-aligned theme that prioritises high-resolution imagery and intuitive navigation. Because content is the backbone of SEO, we rewrote the copy for the entire site—including the Home, About, and individual Product pages—ensuring every word was optimised for search intent without losing the brand's friendly, expert voice.

To ensure long-term success, we integrated GA4 and Google Search Console for precise data tracking. We also established a keyword gap analysis against their competitors, allowing us to build a content strategy that highlights their unique "Pauntley-grown" heritage and specialist expertise.

Tone & Approach‍

Our approach was centred on Grower Expertise and Premium Reliability. The new design needed to communicate that Green Roof Tops are not just a shop; they are the growers. We used a clean, nature-led aesthetic that allows the vibrant colours and textures of the sedum varieties to shine. By refining the typography and streamlining the checkout flow, we made the transition from education to purchase completely friction-free.

We focused on the "No Specialist Knowledge Needed" USP, using clear, concise copy to reassure homeowners and self-builders that a green roof is a simple, rewarding project when you have the right partner.

The Results‍

The result is a high-performance E-commerce platform that has successfully modernised Green Roof Tops’ digital footprint. By improving the visual credibility of the site, we have given Tim and Amy the tools to compete directly with their resellers and win back market share.

The site is now better indexed, more visible, and ready to convert high-quality traffic. This project demonstrates the power of combining a "One Agency" solution—spanning design, development, and expert copywriting—to turn a functional shop into a market-leading brand.

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