This edition of Behind the Winning Work features Charmaine Dean discussing the redevelopment of Catnic.com, winner of Best Online Platform at the 2025 CMA Awards.
This video forms part of Behind the Winning Work, a series exploring the thinking, strategy and measurable outcomes behind campaigns recognised at the CMA Awards.
In this presentation, Charmaine Dean, Marketing Manager at Catnic, explains how the company transformed its website into an audience-focused digital platform serving tradespeople, specifiers, merchants and homeowners.
The redevelopment of Catnic.com won Best Online Platform at the 2025 CMA Awards.
Developed following an extensive programme of customer research, the new platform combines streamlined navigation and e-commerce functionality with product selectors, technical downloads, pricing and performance tools, training resources and more than 3,000 individual product listings.
Integration with Catnic’s product information and customer relationship management systems allows technical data to be updated automatically and enquiries to be captured in real time. Continuous testing and optimisation also enable the company to refine its content, calls to action and user journeys in response to audience behaviour.
In the 12 months covered by the CMA Awards entry, the platform generated more than 3,500 product enquiries, almost 7,000 form submissions and over 40,000 downloads. The number of search terms ranking in positions one to three increased by 82 per cent, while the website contributed more than £6m to the pipeline for a newly launched product range.
In the presentation, Charmaine discusses the research, strategy and collaboration behind the project, the challenges of delivering a complex website with a small internal marketing team, and the lessons Catnic learned about content, search behaviour and continuous optimisation.