Aybel Spaces – Website Design & Development
How a Squarespace rebuild nearly doubled Google search visitors for Aybel Spaces, a family-run garden room business in Oxfordshire.
Overview
Aybel Spaces is a family-run business that designs and builds bespoke garden rooms across Oxford and Oxfordshire. Their old website hid good work behind dense text and dark styling, with no clear route from browsing to enquiring. We rebuilt the site from the ground up, moved it from WordPress to Squarespace without losing search ground, and continue to run its SEO content, social media and reporting.
Comparing January to March 2026 with June to October 2026, visitors from Google search rose from 50 to 93 a month and direct visitors rose from 19 to 93. ChatGPT started sending visitors to the site in June.
At a glance
- Client
- Aybel Spaces
- Sector
- Bespoke garden rooms and garden buildings, Oxfordshire
- Our role
- Website strategy, information architecture, copywriting, Squarespace design and build, WordPress migration, SEO and analytics setup
- Ongoing
- SEO content, social media management and monthly reporting
- Period reported
- June to October 2026, compared with January to March 2026
Key Results
Google search visitors
+86%
93 a month, up from 50 a month before the new site
Search impressions
41,589
Across the top 10 pages in five months, with 497 clicks
Direct visitors
5x
People coming straight to the site rose from 19 to 93 a month
Visitors from ChatGPT
39
From none before June, peaking at 14 in August
The challenge
Aybel Spaces already had a website, but it was working against them. Pages were packed with paragraphs, bullet lists and technical specifications, and the dark, catalogue-style design gave no sense of the family business behind the builds. The site also fell short of WCAG accessibility guidelines.
There was no defined product range and no visible pricing, so visitors couldn't tell what they'd be buying or roughly what it would cost. Trust signals were thin for a purchase worth thousands of pounds, local SEO was weak, and there was nothing for people still researching planning permission.
People research a garden room for weeks before they enquire. The brief was to build a site that answers their questions at every stage and makes enquiring the obvious next step.
What we did
We planned the site around the order buyers make decisions in, then wrote, designed and built every page to move them one step closer to an enquiry.
A buyer's journey structure. Navigation follows how people decide: ideas first, then uses, then designs and costs, then the practical details they check before enquiring.
A named, priced product range. Aybel's builds became The Den, The Cabin and The Lodge, each with transparent costs so visitors can qualify themselves early.
Landing pages by search intent. Separate pages for Garden Offices, Garden Rooms and Garden Studios, because each search comes from a different buyer.
A Knowledge Hub. Insights articles, planning permission guidance and FAQs for buyers who aren't ready to talk yet.
New copy throughout. Every page rewritten for search and for the reader, led by the new tagline "spaces that grow with you".
A lighter visual direction. Real photography of finished builds, clean type and spacious layouts that sit closer to a home interiors brand than a construction supplier.
A clean migration. WordPress to Squarespace with redirects mapped, lost blog content recovered, and Google Tag Manager, GA4 and Search Console set up. The domain's DNS ran through Microsoft 365, so we sorted the connection on that side too.
Before
After
The results
Comparing January to March with June to October 2026, visitors from Google search rose 86% and direct visitors rose fivefold. The top 10 pages earned 41,589 search impressions and 497 clicks, and ChatGPT and Facebook sent 72 visitors between them, where neither had sent any before June.
Before and after the new site
Google search visitors nearly doubled and direct visitors rose fivefold
Aybel Spaces average monthly visitors, January to March 2026 compared with June to October 2026
Source: Google Analytics 4, Aybel Spaces website, users by session source, monthly averages
Top pages
Top pages in Google search
| Page | Section | Impressions | Clicks | Click-through rate |
|---|---|---|---|---|
| Home page | Main site | 28,958 | 388 | 1.3% |
| Garden room regulations in Oxford | Knowledge Hub | 6,810 | 74 | 1.1% |
| Keeping a garden office cool in Oxfordshire | Knowledge Hub | 791 | 10 | 1.3% |
| Planning permission | Main site | 1,085 | 6 | 0.6% |
| Bespoke garden rooms in Oxford | Knowledge Hub | 1,656 | 4 | 0.2% |
Source: Google Search Console, June to October 2026. Home page figures combine the http and https versions.
What the data taught us
Research-stage content pulls its weight. The garden room regulations article is the second-biggest page in search, with 6,810 impressions and 74 clicks. The old site had nothing on planning permission.
AI assistants have started sending visitors. ChatGPT first sent traffic in June and peaked at 14 visitors in August. Clear, question-led articles give AI tools something to cite.
Search interest is seasonal, but clicks held up. Impressions peaked at 11,171 in July and dropped to 6,090 in October, which is normal for garden rooms. Clicks stayed between 80 and 110 a month, so click-through rate rose from 0.9% to 1.3%.
The next step is turning searches into clicks. The bespoke garden rooms article had 1,656 impressions but only 4 clicks. Sharper titles and meta descriptions across the Knowledge Hub are the next priority.
If your website looks good but isn't bringing in enquiries, get in touch.
Simon & Angie Ward
“I want to thank you again for creating such an amazing website, it really is amazing and we love it. Secondly to thank you for being patient with us,”
