Immediately communicating value, Civil does an amazing job transitioning into a deep story about the craftsmanship & history behind their products.
Civil provides a textbook example of consistency in photographic style. Lighting & shadows, setting, and colors are a constant throughout the imagery on their site.
Modern consumers want transparency. Civil takes visitors behind the scenes in a way that's almost academic in depth while remaining engaging.
Transparency goes beyond manufacturing practices. Civil shows off an easy-to-understand cutaway of their sofa to really drive home their level of quality.
Civil creates a depth to the story they tell about each product. For each product (and throughout the site), they spotlight the designer behind the piece. This adds a human element and makes their furniture seem less "manufactured."
Using an appropriate heading structure isn't just good for SEO; it's vital to the flow of your site.
Use immersive imagery to help visitors visualize themselves using your product(s).
Consistency makes it easy for visitors to explore and compare products across your most important pages.