Giving Dot Colour’s Website a Story to Tell
by Favour Patrick ·
“It has been eye opening to learn about creating more engaging content and telling a story.”
Tony Allen · Owner, Dot Colour
Tony Allen has spent about 15 years building Dot Colour (TGA Trading), a UK supplier of branded workwear and promotional products, on personal service, repeat customers and referrals.
Now he wanted his website to do more. Tony wanted it to work as a real online ordering system, not just an online catalogue, and to give new customers a clearer way to find Dot Colour beyond referrals. He manages his own catalogue and pricing and is confident with the hands-on side. What he wanted was specialist support with visual design and coding, and the capacity to act on it.
That’s when he joined Go Digital and began working with Eleni Lialiamou, founder of Kimolian.AI.
What We Did
Service: Go Digital · Website Audit & Guidance
Format: Audit session · working session · Lovable prototype · final report with implementation plan
We began by looking at the website and the channels around it: speed and mobile performance, search visibility, site content and landing pages, Instagram and Facebook, and analytics. Then Eleni built a Lovable prototype of the redesign, so Tony could see what his site could look like and say. Tony left with a toolkit of guides, a way to measure traffic and search, the prototype and a final report with an implementation plan.
What We Found
The audit showed a business built on loyalty, with customers who come back and refer others. That made the biggest opportunity clear: helping new customers find Dot Colour too, through search, industry-focused pages that speak to each kind of customer, and social media that shows the work reaching new audiences.
Fifteen years of customer trust is the foundation. The website is where it can reach more people.
The Prototype
Eleni’s prototype gave those strengths a place to show:
- A warm palette with no pure white, and generous spacing for a more exclusive feel
- A logo upload feature, promoted as his unique selling point
- Case studies organised by industry, such as hospitality and construction, so visitors find stories that apply to them and the site gets fresh content
- Products grouped by relevance instead of alphabetically
Outcomes
Outcome | What happened |
|---|---|
Redesign prototype | Built in Lovable, with a logo upload feature and industry-based case studies |
Tony’s own changes | By the final meeting, he had made notable changes to his site himself, and Eleni updated the prototype to build on them |
Case study sections | Tony recognised Elementor templates as a way to build them |
Rebrand | He is now thinking through a rebrand of the website for a more engaging experience |
Measurement | Search Console and GA4 setup guides shared |
From Catalogue to Story
Tony set out to make his website a real online ordering system, and a place that tells his story. He now talks about telling that story, and he’d already started making changes to his own site by the time we met again.
He knows what comes next: the time, and the right people to bring his ideas to life. Fifteen years of customer trust is the foundation, and the website is the next place for it to show.
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Favour Patrick
Favour Patrick has a background in economics and works in the product and AI space. Through product research, product thinking, content, and AI-enabled workflows, she tells stories about the people building better products and businesses
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