Timbabuild

Client: Chemfix Products Ltd, Dewsbury, West Yorkshire
Project: Standalone brand website, design and build
Platform: WordPress CMS
Live site: timbabuild.co.uk

The background

Chemfix Products Ltd is a British manufacturer of chemical anchoring resins, adhesives and repair fillers, based in Dewsbury and part of the international Briolf Group. We built their main corporate website at chemfix.co.uk — a large multilingual catalogue site covering five product families, technical downloads, MSDS data and a distributor network.

Timbabuild® is Chemfix's flagship epoxy wood repair system, and it had outgrown its home. Sitting as a sub-section of the parent site, it was competing for attention with chemical anchors and Chembolt fixings — products aimed at an entirely different buyer. Timbabuild has its own audience, its own trade training programme, its own approved contractor network and distributors in Australia and New Zealand. It needed its own website.

Chemfix came back to us for the second project on the strength of the first.

The challenge

Timbabuild sells to two very different people, and the site had to serve both without confusing either.

• Trade professionals — joiners, decorators and specialist contractors who want technical specification, working times, cure depths and free training.
• Property owners — often people with a rotten sash window or a listed building, who have no idea epoxy repair is even an option and simply need a trusted contractor.

There was also a positioning problem. Most people's reference point for wood filler is the tub of shrinking, cracking compound from a DIY shed. Timbabuild is a professional two-part epoxy system with an insurance-backed 50-year guarantee, approved for Grade I and Grade II listed buildings and rated VOC A+. The site had to close that perception gap fast.

The hero banner: light that follows the cursor

The homepage opens with a full-width hero built around a custom mouse-tracking lighting effect. As the visitor moves their cursor, a soft directional highlight tracks with it across the product imagery — catching the surfaces of the cartridges and lifting the type as it passes.

The effect is built with JavaScript pointer tracking driving CSS custom properties, so the browser handles the rendering on the compositor rather than repainting on every mouse move. It's GPU-friendly, it doesn't fight the page for main-thread time, and it degrades cleanly — on touch devices and for visitors with reduced-motion preferences enabled, the hero simply presents as a well-lit static composition with no loss of meaning.

The reasoning behind it was straightforward. Timbabuild's core claim is that a repair becomes indistinguishable from the original timber — a claim about surface, finish and light. A hero that rewards a moving cursor by revealing how the surfaces catch the light makes that argument before a single word is read. It's craft demonstrating craft, and it gives the brand a premium feel that separates it from the commodity filler market instantly.

Structuring the story

The homepage was written and designed as a single argument, working top to bottom.

It opens with the problem — rotten sills, crumbling frames, Britain's relentless climate — and names the three things that make it worse: expensive replacement, fillers that fail, and waste to landfill. It then introduces the system: five core products, each with a defined role, presented as a numbered workflow rather than a product grid.

From there we built out a five-stage "How It Works" section covering assessment, decay removal and priming, filling and splicing, sanding, and final painting — each stage carrying its own technical parameters and a "Pro Tip" panel drawn from the client's training course material. This section does a lot of quiet work: it reassures trade users that the system is properly specified, it reassures property owners that there's a rigorous process behind the guarantee, and it earns significant organic search visibility for practical, high-intent queries.

The page then splits deliberately by audience. "Become an approved contractor" routes trade users into free training and certification. "Find an approved contractor" routes property owners into the directory — which in turn generates work for the contractors the client has just trained. The two funnels feed each other.

Built for the client to run

Everything is managed in WordPress. Products, the stockist and approved contractor directories, training course dates, news articles, testimonials and the gallery are all editable by the Chemfix team without touching code — important for a business that runs training sessions nationwide and adds stockists regularly.

Performance and technical work included WP Rocket caching and asset optimisation, responsive image handling across a heavily image-led design, structured metadata and Open Graph tags throughout, mobile-first layouts for on-site use, GDPR-compliant consent management, and dedicated territory pages for the Australian and New Zealand distributors. Trust markers — Made in Britain, EcoVadis, Kirklees Top 100, ISO accreditation, and the logos of stockists including Dulux Decorator Centre and Brewers — are placed where they carry weight rather than dumped in the footer.

The outcome

Timbabuild now has a website that matches the product: precise, well-finished and clearly the professional option. The brand stands on its own rather than borrowing attention from the parent company, technical credibility and homeowner reassurance sit comfortably on the same page, and the client has a platform they can extend themselves as the contractor network grows.

Two websites in, and the working relationship with Chemfix continues.

Need a WordPress website that makes your product look as good as it performs? Get in touch.