The client wanted to amalgamate three separate 'sister company' websites into one site and at the same time, modernise the design and ensure that information, some of which is very technical, was structured and displayed in a user-friendly manner. It was important that existing audiences, some of whom only dealt with one of the individual companies, 'felt at home' on the new website and understood immediately that they were 'in the right place'.
While accomplishing continuity, it was also imperative to generate more visits and lead conversions.
The key aspect of this project was to understand the target audience so that the new website could engage with both existing clients (who may already have had exposure to the individual division sites) and new clients.
The new website was constructed on the Realnet LeanCMS platform and utilised the catalogue facility to group specific materials, products and services together so that visitors could find information based on previous company divisions (their specialisms) and also industry sectors. This also enabled crossover products and services to be maintained in one place. Bespoke updates were also made to the CMS so that areas of technical complexity could be created and maintained in a consistent manner by the Realnet digital marketing team or the client.
The site and pages were structured to enhance SEO and lots of new content was added. Re-directs were put in place to ensure that the old site domains and web page URLs continued to direct visitors to relevant sections of the new site.
Finally, special landing pages were defined and the CMS updated to accommodate these so that historic company website addresses (URLs) directed users to division-specific overview pages.
The website generated enquiries almost immediately after launch and has been well received by the client. The new website has a clear navigational structure and page layouts that allow both visitors with a very clear understanding of what they need, and those with a less defined specification, to find the materials sought. The website also highlights our client's accreditations, approvals, experience and knoweldge to encourage enquiries from those seeking help and advice.