Complete website relaunch

The client approached us to look at an older website that used to rank well and generate leads and referrals, but had been left unmaintained for some years. We were asked to understand what used to do well in order to try and revive that value, as well as investigating new opportunities and create a plan that would allow for growth and expansion. Additionally, the client wanted to be able to measure every engagement touchpoint on the new website version so that we could transfer learnings to his portfolio of other businesses.

Auditing

This was a large project as the website had over 200 pages. However, much of it was outdated or duplicate content and the first step was to audit and categorise the existing content. This was cross referenced with important performance data such as page-views, dwell time, leads, organic exposure and keywords attracted. Once the full auditing had been completed with performance markers we were able to clearly see what had historic (and some current) value in order to ensure this content was preserved in the new site version.

Planning

With the historic content that needed to be included fully defined, we worked with the client to investigate all possible new areas of opportunity. This included looking at their business in detail, USPs, competitor and landscape analysis and quantifying findings using industry tools to measure the opportunities of including any given piece of content. We proposed a significantly larger site (in number of pages) along with solutions to reduce page content size, automation of product and category data and a roadmap of other opportunities that the client could pursue. 

Collaborative implementation

The client signed off the first proposal we sent, noting that they were extremely pleased with the level of research and background data included to justify each recommendation. We worked with our preferred design partner to get the “look and feel” just as the client requested and the client’s preferred development agency to add some customised functionality. Once the design and coding were complete we were able to implement the structure and content of the website. We completed copywriting for over 50 new pages including blog articles, category pages, white papers/knowledge pieces and a customer resource library.

We are a complete digital marketing agency who believe in cohesive online strategy. We offer all the core areas of digital marketing as stand alone services or we can build you a solution to address all of your business goals in one package. Working as an extension of your business we can either act as your marketing department, or work cohesively with an existing team to upscale resource and develop strategy.