John Cullen Lighting is an architectural lighting company that specialises in discrete luxury lighting. They needed a new website to elevate their presence online and generate new business.
We delivered a new website including a browsable product catalogue, alongside a digital strategy to improve the visibility of the website in search engines.
- Lead Time:
- 6 Months
- Sector:
- Lighting & Design
- Target Type:
- B2B & B2C
- Website Goal:
- Improve visibility & user experience
- Services:
- Web Design, Web Development, WordPress, Digital Marketing
The challenge
John Cullen Lighting were ready to invest in a website that would become a marketing tool for the business, attracting and converting customers from search engines.
They challenged us to deliver a modern design that was visual, dynamic and used copy in an engaging and editorial way.
- Scope
- Adobe XD Wireframe Prototypes
- Adobe XD Design Prototypes
- WordPress Development
- SEO Strategy
- Product Catalogue
- PIM Integration
- Spotler Integration
- Search Function
- Multi-territory & International Setup
- Content Migration
- Resource
- 1 x Website Designer
- 1 x WordPress Developer
- 1 x Backend Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
- 1 x SEO Strategist
The website
We delivered a WordPress website that provides the John Cullen team with the marketing dexterity they need to support their campaigns. The website is dynamic and includes interactive animations as the user scrolls.
John Cullen’s products are at the heart of their business and the website offers a platform for them to be showcased. Products can be featured and linked within images, providing inspiration of how products can be used while also driving sales.
Our team integrated the website with the client’s PIM (Product Information Manager) and their marketing platform, Spotler, which provides consistency of product data and enables John Cullen to engage with their customers in a new way.
Menu
The menu provides a flexible structure to navigate users to deep website content and products.
Product filters
We implemented a product filtering function to enable products to be showcased throughout the website.
Product pages
We created immersive product pages that utilise imagery and animation to elevate the user experience. These pages balance visual and technical content and intelligently manage data tables and downloads.
Digital strategy
Our team collaborated with John Cullen to create and implement a keyword strategy that would enable more prospective clients to find them in search engines. The key was to broaden their keyword range to create a larger market size and increase their potential customer base.
We researched hundreds of keywords and selected those that John Cullen could leverage to improve their website visibility.
Related work
The Office of Health Economics (OHE) is an independent research organisation and charity that researches and responds to global health challenges. They partner with governments, universities and pharmaceutical companies to support better healthcare policies.
They challenged us to deliver a website that presented them as a leading independent voice in their field. The new site needed to incorporate their new brand and enable them to reach a broader audience.
- Lead Time:
- 4 Months
- Sector:
- Health & Economics
- Target Type:
- B2B
- Demographic:
- Consultants, Charities, Governments & Academics
- Website Goal:
- Represent the organisation as a premium publisher, Improve engagement & Increase visibility
- Services:
- Web Design, Web Development, WordPress, Digital Marketing
The challenge
OHE’s new website needed to appeal to a broad audience including consultants, charities, governments and academics. Having undertaken a rebrand, the client was ready to deliver a website that would position them as a premium global publisher and provide greater access to their content.
The new design needed to be authoritative, fresh and market leading. Most importantly, OHE’s research and publications needed to be accessible, sharable and downloadable to generate the maximum engagement.
With the goal of increasing engagement with their content, OHE challenged us to deliver an SEO strategy that would improve their search engine visibility and enable visitors to find their content directly from search engines.
- Scope
- Adobe XD Wireframe Prototypes
- Adobe XD Design Prototypes
- WordPress Development
- SEO Strategy
- Gated Content
- Search Function
- Hubspot Integration
- Content Migration
- Resource
- 1 x SEO Strategist
- 1 x Website Designer
- 1 x WordPress Developer
- 1 x Backend Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
The website
Drawing inspiration from websites like The Economist and The Atlantic, the new website design is clean and fresh with an authoritative news feel.
We developed the website in WordPress and created a deep search facility that enables users to access the vast array of content available on the site quickly and intuitively. The search uses post tagging and categorisation that also feeds a variety of targeted landing pages and user journeys.
+
1
530
%
Increase in session duration following launch
Digital strategy
Our marketing strategists assessed a huge range of search terms to identify the keywords that would generate the most success for OHE in search engines. We selected a set of highly relevant keywords and optimised the new website to target them effectively, enabling OHE to increase their search engine visibility and grow their organic traffic.
As a content-led website, OHE had a huge opportunity to secure rankings for high level topics, as well as specific long tail keywords. The OHE website has established a lot of trust over the years and consequently has strong domain metrics. Our team leveraged this advantage, implementing an ambitious strategy that sees OHE successfully competing for some extremely high value keywords.
Not only does the new website showcase OHE as a leader in their field, their digital footprint also puts them side by side with the major industry players.
SEO results
The chart above shows OHE’s keyword rankings following the launch of the website. Blue bars represent positions 1-3 in Google, green represents rankings on the rest of page 1, purple represents page 2 rankings and orange shows pages 3-5.
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1
25
%
Increase in search engine visibility following launch
“We were delighted to have worked with Plug & Play to design and develop our new website which launched earlier this year.
Our vision was for the OHE site to be a destination for Health Economic research and Plug & Play achieved that with a modern design, easy search and navigation functionality, and a clear user journey throughout the site.
This was all underpinned by the digital strategy developed by their Digital Marketing team, which has seen our average user session durations shoot up from 27 seconds to 2 minutes and 23 seconds!”
Related work
Zenopa is a recruitment agency that specialises in the commercial side of healthcare, recruiting for roles in pharmaceutical, medical, science, dental and more.
They commissioned our team to deliver a new high performance website and digital strategy, helping them to convert new clients and candidates online.
- Lead Time:
- 5 Months
- Sector:
- Recruitment
- Target Type:
- B2B & B2C
- Website Goal:
- Increase website visibility, design & performance
- Services:
- Web Design, Web Development, WordPress, Digital Marketing, Integrations
The challenge
The Zenopa website had expanded over time, becoming difficult for users to navigate and find information. They needed a complete recruitment website overhaul, with a focus on restructuring the website architecture and content hierarchy to increase the accessibility of content and improve the user experience.
With 2 key visitors: Candidates and Employers, the website needed to branch the user journeys and lead each user type to the relevant conversion point on the website.
As part of the new website project, Zenopa’s marketing team were keen to invest in their digital marketing footprint to increase their visibility in search engines and be found by more prospective candidates and clients.
- Scope
- Figma Wireframe Prototypes
- Figma Design Prototypes
- WordPress Development
- SEO Strategy
- Quartz Integration
- International & Multi-lingual
- Gated Content
- Content Migration
- Resource
- 1 x SEO Strategist
- 1 x Website Designer
- 1 x WordPress Developer
- 1 x Backend Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
The website
We delivered a WordPress website that was integrated with Quarz to pull in Zenopa’s job listings. Our UX team created an intuitive job search to facilitate the candidate user journey and enable them to seamlessly find relevant job listings.
Our design team and digital strategist collaborated to create a content structure that would increase the accessibility of Zenopa’s large amount of deep content, while also supporting the SEO strategy. Our designers utilised breadcrumbs to signpost users and created dynamic content workflows so visitors only see content that is relevant to their selections and location on the website.
The new website is international and specifically targets 4 territories in 3 languages.
International targeting
As a global recruitment agency, Zenopa needed a website that would support their recruitment in 4 different territories and 3 languages.
With best practice international targeting in place, Zenopa’s new website is optimised for SEO, enabling them to rank locally in their target regions and deliver specific messaging and functionality to regional audiences.
Zenopa’s new website is coded in a way that provides a foundation for future expansion. They have the digital infrastructure in place to support expansion to new markets in the future.
Gated content
We created gated content to capture engaged leads for the business.
A personal approach
Team profiles can be connected to content throughout the site to provide contact details relevant to specific job roles and content.
Brand development
We expanded Zenopa’s existing brand, introducing new shape, form and a broader colour palette. This provided greater depth for the website design.
Digital strategy
We researched hundreds of keywords that were relevant to Zenopa’s business and services. Our team analysed the data and selected target keywords that Zenopa had a statistical chance of ranking for in search engines.
Zenopa had strong domain metrics which enabled us to aim high in the strategy and target high value and high search volume keywords that generate new business for the agency.
The strategy fed directly into the website design and development, with all 3 teams working together to create an optimised and high performance website.
Related work
UNDO pioneer carbon removal and capture large quantities of Carbon Dioxide from the atmosphere. The business is rapidly growing and has been spotlighted in the media as a true innovator in environmental technology.
They challenged us to deliver a new website design that would showcase their work and capture public attention.
- Lead time:
- 3 Months
- Sector:
- Carbon Reduction
- Target Type:
- B2B
- Website Goal:
- Refresh the Design, Create an Engaging User Experience
- Services:
- Website Design, Digital Marketing
The challenge
UNDO commissioned us to deliver a fresh website design that captured the spirit of the business and what they were trying to achieve. Passionate about the environment, their website needed to reflect their values while achieving a high quality and professional finish.
Our approach
We created a new design system for UNDO, expanding their digital brand to create a flexible website design. Our team designed a set of branded website components that could be coded and used by UNDO’s team to continue to grow and scale the website.
The final website is authoritative, approachable and modern. It draws on natural imagery and earth tones to create an emotional connection with visitors.
- Scope
- User Journey Mapping
- Figma Wireframe Prototypes
- Figma Design Prototypes
- Branded Assets
- Resource
- 1 x UX Designer
- 1 x Website Designer
- 1 x Project Manager
Related work
OddsIndex is a US based betting platform that enables its customers to find and compare the best odds from market leading betting providers.
We created a new brand, website design and user experience for the business.
- Lead time:
- 6 Weeks
- Sector:
- Sports & Betting
- Target Type:
- B2C
- Website Goal:
- Create a market leading user experience
- Services:
- UX Design, Web Design, Branding
The challenge
Sports betting can be complex and involves the management of a huge amount of data. Our challenge was to create a seamless and engaging user experience that utilises data in a way that can be consumed by visitors.
From a visual design perspective, we needed to create a brand and website design with limited imagery. We needed to display information and comparison tables in an appealing way that maintained the integrity of the data.
The brand
We created a new brand identity for OddsIndex, including a new logo, typography, colour palette and design system. The brand needed to be vibrant and flexible while achieving a high quality design finish.
We created 3 brand concepts for the betting company, approaching the brief from a few different directions. Our designers worked closely with the client to build a brand and design system that reflects the business and their customers.
The website
Our design team created the new website, using OddsIndex’s new brand identity to elevate the look and feel of the interface. The user journeys are optimised to create a streamlined conversion path that enables users to find the best betting odds and bonuses.
OddsIndex have an ambitious in-house marketing team that were managing the SEO of the website. We collaborated throughout the web design process to ensure that the new design supported their SEO strategy and enabled them to continually improve their search engine visibility.
- Scope
- User Journey Mapping
- Adobe XD Wireframe Prototypes
- Adobe XD Prototypes
- Brand Identity
- Resource
- 1 x Brand Designer
- 1 x UX Designer
- 1 x Website Designer
- 1 x Project Manager
Related work
Flawless AI uses groundbreaking AI powered tools to solve some of the biggest challenges faced by filmmakers. Their technology enables visual editing to accommodate script changes, dubbing, and changes to facial expressions without the need to re-shoot.
They had a major speaking event coming up and just a 5 week turnaround time for the site. We delivered an innovative website and supporting digital strategy in time for their event.
- Lead Time:
- 5 Weeks
- Sector:
- AI
- Target Type:
- B2B
- Website Goal:
- Position Flawless AI as the market leader
- Services:
- UX Design, Web Development, WordPress, Digital Marketing
The challenge
Flawless AI offers a truly groundbreaking product for the film sector, providing film makers with greater flexibility while maintaining budgets and timelines. They needed a website design that represented their position in their industry. It needed to be tech-forward, interactive, fast and high quality.
The biggest challenge of this project was the timeline, with a turnaround time around 3-4 times faster than a typical project its size. Our team created an ambitious project plan, collaborating closely with Flawless AI to meet their timeline without compromising on the final result.
- Scope
- Figma Wireframe Prototypes
- Figma Design Prototypes
- WordPress Development
- SEO Strategy
- Copywriting
- Content Entry
- Resource
- 1 x SEO Strategist
- 1 x UX Designer
- 1 x WordPress Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
- 1 x Copywriter
The website
We created a dynamic new website that utilises animation and video to create an immersive user experience. Delivered in WordPress, the new website provides Flawless AI with flexible content management.
Our designers used a dark colour palette to reflect the high tech industry that Flawless AI are shaping.
Interactive scroll
Website assets load and zoom as the user scrolls down the page.
Key messaging
The website presents key messages throughout the user journey.
Call to actions
Clear call to actions are placed throughout the website to encourage conversions.
SEO strategy
It was critical that Flawless AI were found by prospective customers in film and production when looking for AI tools. We researched and analysed a broad range of keywords and selected keyword targets that Flawless could compete for in search engines.
The website was built and optimised to maximise the impact of the strategy and drive rankings for the business.
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1
33
%
Increase in search engine visibility since launch
In the chart above, blue bars represent positions 1-3 in Google, green represents rankings on the rest of page 1 and purple represents page 2 rankings.
In the weeks following launch, rankings immediately rose and are continuing to climb.
Related work
Carbon Re is an innovative company that leverages AI to accelerate the decarbonisation of materials such as cement and steel. They are passionate about creating sustainable solutions that move us closer to a zero carbon future.
They needed a modern new website that represented the business and clearly communicated their key messages and values.
- Lead Time:
- 5 Months
- Sector:
- Carbon Reduction & AI
- Website Goal:
- Reposition the website, Increase visibility in search engines
- Services:
- Web Design, Web Development, WordPress, Digital Marketing
The challenge
Carbon Re have been growing quickly and leveraging the building interest in carbon reduction and AI to secure their position as the market leader.
They challenged us to deliver a website that could hold its own in the fast paced world of AI and technology, representing the business to visitors finding Carbon Re for the first time.
They are a business that is changing the world for the better, which needed to be reflected on the new website. The new website needed to be discoverable and to communicate their key messages, purpose and values.
- Scope
- Figma Wireframe Prototypes
- Figma Design Prototypes
- WordPress Development
- SEO Strategy
- Hubspot Integration
- Resource
- 1 x SEO Strategist
- 1 x Website Designer
- 1 x WordPress Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
The website
We created a fresh website design that brings together Carbon Re’s sustainable imagery and messaging, while also reflecting the technical and cutting edge side of the business.
Carbon Re had an existing brand that we elevated and expanded to create greater visual depth and a consistent and branded experience. We introduced shape and form to their visual brand and design system, transforming their stock imagery into imagery that looked like their own and could be used as part of the new website design.
Our marketing team delivered an SEO strategy to improve Carbon Re’s search engine rankings and discoverability in search engines. The strategy was used to inform the website structure, user journeys and SEO optimisation process.
Dynamic logo
Carbon Re use a dynamic logo in the main menu to showcase their offering.
Shape and form
We extended Carbon Re’s brand to provide greater depth and flexibility. Our team introduced shape and form to elevate the visuals and create a cohesive design.
Animation and interaction
Our designers briefed the website developers on how the website should load content and interact with the user as they explore.
Digital strategy
Our marketing strategists delivered a digital strategy, selecting keyword targets for the new website. Keywords were selected that Carbon Re could realistically achieve and would drive new business and high quality traffic for the company.
“I recently worked with Plug & Play to develop a high powered website to support our business and team as we entered a new phase of growth. Right off the bat, we were impressed! They quickly understood what we needed from both a design and a development perspective and approached our project in a transparent and strategic way.
Our project involved a lot of hard work and coordination from our combined teams and Gabrielle in particular was excellent at managing the project. It has been a huge success, we are very happy and we look forward to working with them again in the future.”
Related work
Total Management Group delivers global event and travel solutions to businesses and high net worth individuals. They organise global events for clients like Spotify and Netflix, planning events, making travel arrangements and booking accommodation for attendees.
They needed a new website, messaging strategy and SEO optimisation to attract prospective clients and convert them into new business leads.
- Lead Time:
- 6 Months
- Sector:
- Events & Travel
- Website Goal:
- Align communication style, Improve user experience, Lead generation
- Services:
- Web Design, Web Development, WordPress, Brand Strategy, Copywriting, Digital Marketing
The challenge
Total Management Group delivers a range of services to their clients and were struggling to effectively communicate their offering on their website. They challenged us to create a brand strategy that got to the heart of their offering and communicated it clearly to their clients.
They approached us with 4 different websites and a complex user experience. We recommended combining their websites into a single site that would simplify their user journeys and reduce the ongoing management overhead for their team. The new website needed to engage prospective customers and convert them into new enquiries, leveraging a new SEO strategy to attract highly aligned website visitors.
- Scope
- Adobe XD Wireframe Prototypes
- Adobe XD Design Prototypes
- WordPress Development
- SEO Strategy
- Key Messaging & Marketing Strategy
- Conversion Rate Optimisation
- Content Writing
- Resource
- 1 x SEO Strategist
- 1 x Marketing Strategist
- 1 x Website Designer
- 1 x WordPress Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
- 1 x Content Writer
Our approach
We delivered a new brand strategy for Total Management Group, creating a succinct breakdown of their business values, purpose, mission and value proposition, alongside a key messaging framework that enables their team to communicate with their audience effectively and consistently.
We created an engaging custom website using dynamic brand elements and interactive components. The sleek and modern design aligned Total Management Group with the clients they wanted to attract and repositioned the business in their market.
The website was designed and coded around an SEO strategy to help Total Management Group be found by prospective clients looking for their services in search engines. Combining the brand strategy and SEO outcomes, our team of copywriters created compelling website copy to attract, align and convert visitors, generating new business for Total Management Group.
The website
Our designers collaborated with the client to create a fresh design and website structure that supported the user journeys and directed users throughout the website. The new design is clean and modern with an editorial style.
Total Management Group offers a full service solution but wanted to also start and attract new customers for stand alone services. As such, it was important that the 3 key services felt like ‘micro-sites’ and had a unique look and feel, while being recognisably part of the same company.
Digital strategy
We delivered a digital strategy to increase the visibility of Total Management Group’s website in search engines and drive high quality organic traffic.
Our marketing team assessed hundreds of potential keywords and selected keywords that Total Management Group could compete for in search engines and secure page 1 rankings.
The strategy informed the website structure, navigation and landing pages, providing the design team with an SEO brief to ensure the recommendations from the strategy were accounted for in the foundations of the website.
The menu
We introduced an interactive menu with hover effects, creating separate user experiences for each service.
Dynamic website
The new website is dynamic, utilising video, load animations and interactive elements to create an energising user experience.
User journeys
Our UX designers carefully curated the user journeys to deliver key messages and encouraging conversion.
Bold messaging
The website utilises the messaging structure and tone of voice from the brand strategy to deliver targeted content.
Brand strategy
At the time of approaching us, Total Management Group were unable to consistently and concisely communicate the company offering. Our team led a number of workshops and collaborated with the team of directors to establish Total Management Group’s value proposition, mission statement, values and brand purpose. From this, we created a new messaging framework that would appeal their clients.
The strategy provides a consistent structure for their team to use when communicating about the business, helping them to attract the right clients.
“I’m delighted to launch our new website as a clear representation of what Total Management Group delivers. I believe it not only showcases our skill and expertise but also our global reach. Over the last 18 months our team have achieved incredible growth across both the US and EU markets and our new website allows us to visually demonstrate our capabilities alongside a clear structure of who we are as a business.”
Related work
Random42 is a London based medical animation studio that brings complex scientific processes to life with animated videos.
They challenged us to deliver a new website to showcase their animation work and generate new business.
- Lead time:
- 6 Months
- Sector:
- Medical & Life Sciences
- Target Type:
- B2B
- Target Audience:
- Researchers, Educators & Pharmaceutical Companies
- Website Goal:
- Stand out from competitors & Increase lead generation
- Services:
- Web Design, Web Development, WordPress, Digital Marketing
The challenge
Random42’s previous website was dated and didn’t reflect the innovative nature of their work. They challenged us to deliver a website with improved user journeys that would provide an immersive and engaging user experience for their visitors. They wanted to incorporate their animations into the website, showcasing the quality of their work.
As well as achieving a sector-leading design, Random42 were ready to invest in their SEO strategy to improve their organic search engine rankings.
Our approach
We created a visual design that combined clean imagery with interactivity to produce an immersive user experience. Random42’s key design themes included immersive, visual, scientific and unique and these were captured within the new design style.
As a dynamic marketing team, Random42 needed a flexible CMS that would provide them with an extensive amount of flexibility. We developed the website in WordPress and codified their brand guidelines to deliver functional flexibility with the structure of their design system.
We produced a digital strategy to drive website performance, designing and building the website in a way that would improve search engine rankings and generate high quality traffic to the website.
- Scope
- Figma Wireframe Prototypes
- Figma Design Prototypes
- WordPress Development
- SEO Strategy
- SEO Optimisation
- Salesforce Pardot Integration
- Resource
- 1 x Website Designer
- 1 x WordPress Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
- 1 x SEO Strategist
The website
Our team created a modern website that combines animations and interactivity to create visual interest and direct the user journey. We developed parallax scrolling within the web design to create a sophisticated finish with depth.
The website contains a large amount of high quality video and animation which is handled seamlessly with a combination of Cloudflare and Vimeo hosting. Our team advised on the best video and image file formats for the site so Random42 could achieve the highest quality media files at the lowest file weights.
The website integrates with Salesforce and Pardot to manage new enquiries and provide the marketing team with insights into visitor activity.
Dynamic design
Random42s new website design incorporates video and animation to bring their work to life.
Salesforce Pardot integration
We integrated the website with Salesforce & Pardot to provide the Random42 team with better analytics and tracking.
Randomised homepage banner
A different banner video plays when the homepage is refreshed.
SEO strategy
Following some SEO work with us 4 years ago, Random42 were performing well for a number of high quality keywords. The business had grown since their last SEO strategy was produced and it was time to review their performance and identify new opportunities for growth.
We assessed hundreds of keywords to identify new keyword targets for Random42 based on their current position in the market. As a niche industry, we needed to target high intent keywords with a high level of specificity to generate increased levels of organic visibility and traffic.
The website was optimised in line with the new strategy and the website structure was created to accommodate the recommendations, including entry points and landing pages from organic search.
Related work
Hanson Wade provides insights on cutting edge drug development and brings together experts in the biopharma community to learn and share expertise.
They had ambitious plans for their digital ecosystem and needed 4 new websites to achieve their marketing objectives. Their new websites needed to increase the visibility of their conferences, provide a platform for industry experts to read the latest insights and research, and showcase the leading products used within the industry.
- Lead Time:
- 6 Months
- Sector:
- Pharma & Medical
- Demographic:
- B2B
- Target Audience:
- Life Science Professionals from Pharma, Biotech and Service Providers
- Website Goal:
- Develop an ecosystem of sites to help internal teams achieve their business goals, Showcase products in a compelling way, Improve website visibility & Be found by more prospective customers & delegates
- Services:
- Web Design, Web Development, WordPress, Digital Marketing
The challenge
Hanson Wade challenged us to deliver 4 different websites: Life Sciences website, Group website, Advancing Consruction and Leap HR.
Appealing to life sciences professionals in the US and UK, it was important to maintain a professional and scientific feel to the site, while improving the content architecture and user experience for website visitors. Hanson Wade wanted to increase their search engine visibility and be found by more of their target audience looking for their products and services.
Post-launch website results
The Hanson Wade websites rapidly climbed the search engines rankings in the UK and US following launch.
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1
1959
%
Increase in UK search engine visibility 6 months after launch
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1
2821
%
Increase in US search engine visibility 6 months after launch
- Scope
- Adobe XD Wireframe Prototypes
- Adobe XD Design Prototypes
- WordPress Development
- Delivery of 4 websites
- SEO Strategy
- Gated Content
- Salesforce Integration
- Resource
- 1 x Website Designer
- 2 x WordPress Developers
- 1 x Quality Assurance Tester
- 1 x SEO Strategist
- 1 x Project Manager
Our approach
Increased performance was a key goal for the Hanson Wade team – they needed to increase search engine visibility and increase conversion rates. To achieve this, we delivered a digital strategy that spanned all 4 websites, researching a huge range of keywords that had the potential to generate high quality website traffic. Keywords were selected and assigned to pages throughout the sites, creating a targeted infrastructure of content that could be found by visitors in search engines.
We started work on Hanson Wade’s flagship Life Sciences website first. Our focus was to restructure the website content and navigation to create optimised user journeys that showcase Hanson Wade’s full range of products and services and encourage conversions.
To deliver the greatest value for the client, we reused the code from the Life Sciences website to create the other 3 websites. Our design team amended the user journeys and branding for each website but reused the flexible component modules which enabled Hanson Wade to save time and money on their project and accelerate their digital transformation process.
WordPress CMS
Each website was built with a WordPress CMS to provide the Hanson Wade marketing team with a flexible system to create, edit and manage their content. The marketing team is enabled to move quickly and keep the website up to date with the latest research, products and conference information.
Given Hanson Wade’s SEO ambition, WordPress is a good fit for them to grow their Google rankings. When delivered correctly, it provides a huge amount of scope to optimise the site based on search engine algorithms and secure improved keyword rankings.
Digital strategy
We delivered a master digital strategy that reviewed organic keywords based on their ability to generate business for Hanson Wade. Each site was optimised for SEO, utilising the digital strategy to optimise the website structure, content and code.
Our marketing team conducted a competitor analysis, identifying Hanson Wade’s digital competitors, assessed their digital marketing activity, and identified opportunities for Hanson Wade to outperform them.
Hanson Wade had competitive website metrics but the previous websites hadn’t been built and optimised in a way that would enable them to achieve their potential. The new ecosystem of websites targeted highly specific keywords that would generate aligned website traffic that was likely to convert.
SEO results
The chart above shows Hanson Wade’s US keyword rankings and is taken from an SEO tool called Moz. Blue bars represent positions 1-3 in Google, green represents the remainder of page 1 in Google, and purple shows page 2 listings.
As you can see, the Hanson Wade websites secured huge increases in keyword rankings within the first 6 months. For many keywords, they went from ranking nowhere to ranking on page 1 of Google.
