Our work · Case study
Greenhill Timbers: a timber yard's 492-product store, rebuilt
Greenhill Timbers has sold decking, flooring and cladding from its Thomastown yard since 2007. The website has to serve a builder ordering at six in the morning and a homeowner pricing a deck on a Sunday night. Here's what we built for both of them.
- Live at
- greenhilltimbers.com.au
- Where
- Thomastown, VIC
- Type
- Rebuild, online store
- Scale
- 492 products
Where it started
Greenhill Timbers is a good business. Kollee and June Tan have run it since 2007, after years importing hardwood for other people, and builders across the north buy from them every week. The yard at 170 Settlement Road stocks everything from Merbau decking to European oak floors.
The old website didn't say any of that. It opened with a slideshow and headings like “Home of Premium Timber Flooring, Decking & Cladding Solutions” and “Shop With Us Today for Premium Quality Timber!” It ran on a drag-and-drop page builder. The products were there, but a builder couldn't find a joist spacing on a product page, and a homeowner couldn't work out how many metres of board a deck needs. Those are the two questions a timber website gets asked.
So the rebuild had one brief. Make the site as knowledgeable as the people behind the counter.
One page, up close
The Merbau decking page
Merbau has been the yard's specialty from the start, so this is the page most people land on. The price is per lineal metre, the length range is next to it, and the phone number sits beside the quote button because half the yard's customers would rather ring.
Then the spec sheet. Species and where it's from. Hardness. Durability class and expected life. Bushfire rating up to BAL-29. Joist spacing, board gaps, fixings per square metre, and the line a first-time deck builder needs most: a 20 m² deck takes about 140 lineal metres plus ten per cent for offcuts. Every oil and screw it mentions links to the product in the store.
See the Merbau decking page on Greenhill Timbers or browse the full decking range.
The rebuild
Everything that changed
The store already existed. The job was to rebuild every page on top of it without losing a product, an order or a customer account.
The home page
One photo, one headline, and the four ranges straight underneath. Then the five steps from browsing to delivery, written for someone who's never bought timber, and a row of best sellers with real prices on them.
Four range pages
Flooring, decking, cladding and screening, and structural timbers. Each one opens with its sub-ranges, then a plain paragraph about what the yard stocks and where it's delivered, so the page answers the question before the catalogue starts.
Product pages written for the job
Price per lineal metre, add to cart, and a quote button and the phone number side by side. Below that, the facts a builder checks: lengths, species, hardness, durability class, bushfire rating, joist spacing, gaps, fixings, how many metres a 20 m² deck needs, and how to deal with tannin.
The store itself
492 products across 36 categories and 39 brands, most of them sold in several sizes and lengths. Cart, checkout, customer accounts, and a 30-day trade account for the builders who order every week.
25 guides
A Melbourne decking cost guide, how to build a deck, deck permit rules in Victoria, Merbau against Spotted Gum, and the maintenance pieces people search for in spring. Each one points back at the products it talks about.
Local and landing pages
A flooring page for Thomastown, the showroom page for people who want to see boards before they buy, an installations page for the flooring service, and a landing page for the Clickdeck aluminium frame system.
Search
A page title per range that names the product and the city, breadcrumbs on every product, and separate sitemaps for products, categories and brands, so Google can find all 492 products without being told twice.
Speed
Cached pages and lazy-loaded images, so a store with nearly 500 product photos doesn't feel like one on a phone in a timber yard with one bar of signal.
By the numbers
What's in the store
Counted from the site's own sitemaps in October 2026.
- products in the store
- 492
- product categories
- 36
- brands stocked
- 39
- guides and articles
- 25
- ranges, each with its own page
- 4
- the year the yard opened
- 2007
The range pages
Four doors into 492 products
Nobody browses 492 products. They arrive wanting a deck or a floor, so the site has four range pages and the whole menu is built around them. The decking page opens with its four sub-ranges, then a paragraph that says what's in stock, what it costs per metre, and that it can be picked up from Thomastown or delivered across Victoria.
The page title Google prints is “Timber Decking Suppliers & Wholesalers Melbourne”, which is what people type. The old site's equivalent was “Decking Solutions”.
What this means for your website
Most of our clients don't sell 492 things online. But a lot of them have the same problem Greenhill had: a business that knows its trade inside out, and a website that says “premium quality solutions” instead. The Refresh fixes that on the site you've got. The Full Build is for when the whole thing needs to go, store included.
And if you're building a deck in Melbourne, go and read the Greenhill Timbers guides. They're the best thing on the site.
Explore Greenhill Timbers
Go and use it
The best way to judge a store is to try to buy something. These are the pages worth a look.
- Timber supplies in MelbourneThe home page. Four ranges, the five steps from browsing to delivery, and live-priced best sellers.
- Timber and composite deckingThe decking range: hardwood and composite boards, plus the accessories and finishes to go with them.
- Timber flooringSolid, engineered, parquet, laminate and hybrid, with the accessories to lay them.
- Merbau decking 140 × 19, random lengthsOne product page in full, down to joist spacing and fixings.
- Merbau timber decking in MelbourneThe landing page for the yard's specialty since 2007.
- Timber guides and resources25 articles, from the Melbourne decking cost guide to deck permit rules in Victoria.
- How to build a deck in Australia, step by stepThe guide a first-time deck builder actually needs.
- Flooring in ThomastownThe local page, for the suburb the yard sits in.
- The Thomastown showroomFlooring showroom, decking display and composite range, at 170 Settlement Road.
- Clickdeck aluminium deck framesA product landing page for the frame system now in supply.
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