Citystore – A seamless customer journey with self storage company

Website design, development and content generates increase in leads



  • Bespoke WordPress development
  • Improved site architecture and user experience (UX)
  • Layout builder functionality
  • Excellent mobile experience
  • Brand refresh
  • Illustrations
  • Zoho CRM, Twillo SMS, Mailjet email and Stripe payment integration

Overview of the project

CityStore Self Storage provides self storage facilities and packing materials in Aylesbury, Camden Town and Dunstable to private individuals and all types of businesses. When we were approached, CityStore’s website wasn’t performing well organically; it was outdated, didn’t function well on mobile and the team were unable to edit content. After working with a digital marketing consultant to review SEO and PPC, CityStore was advised to invest in a new website. Preface Studios won a competitive pitch to deliver bespoke website design and development for this large website project.

We began by working with our UX consultant to identify user flows and the value proposition. We took this insight to create a full hi-fidelity wireframe prototype.

Improved site architecture was needed to ensure good content flow and our copywriter Chloe worked with CityStore to create new and refreshed copy, with a focus on building trust and communicating the transparency of pricing and expertise of the team.

We imported and updated data for all the unit sizes into the WordPress system as well as porting over existing content. Our layout builder will enable the website team to quickly and easily update content.

“Our new website looks fresh and approachable, while also providing customers with a seamless experience; from choosing a storage unit size to reserving online. We found the Preface Studios team excellent to work with and their expertise in website design, development and content on this large project was invaluable. We’ve already seen significant improvements in website visitor numbers, page views and enquiries.”




Citystore’s old website


User needs research in the discovery stage


Heatmap research – user clicks, in the discovery stage

Userflow diagrams in the discovery stage


Wireframes in the discovery stage



Speed test on the new website


The new website is faster with improved SEO and mobile experience. Tracking allows us to test the sales journey, based on user session cookies, meaning we can tweak content to improve conversion rates. The website has CRM, SMS, email integration, as well as e-commerce functionality to take deposits via Stripe. Improved typography, visuals, colours and graphics create an interface that’s accessible and communicates transparency, security, flexibility and expertise.

The content is clear, friendly and leads website visitors through the booking process. The enhanced Help and Advice section is ideal for people navigating the world of self storage for the first time. Customers can easily select their ideal unit size and quickly see the full costs, including insurance and padlock.

How we can help you

The new site is fast-loading, with clear calls to action that enhance the user journey. If you’d like to find out more about this website build, content refresh and our ongoing support, please get in touch.

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