Silver Service Singers creates memorable moments at special events with surprise singing waiters. Having grown the business, they needed an elevated website to attract new customers and generate leads.
We partnered with Silver Service Singers to evolve their brand and deliver a flexible new website that would enable their team and convert more visitors into customers. The website was delivered in line with a digital strategy for the business to increase their visibility and rankings in search engines.
- Lead time:
- 14 Weeks
- Sector:
- Entertainment
- Target Type:
- B2B & B2C
- Target Demographic
- General Public & Event Planners
- Website Goal:
- Generate New Leads & Create An Elevated Design
- Services:
- Web Design, Web Development, WordPress, Digital Marketing, Branding
- Scope
-
- Brand Identity
- Figma Wireframe Prototypes
- Figma Design Prototypes
- WordPress Development
- Nutshell Integration
- SEO Strategy
-
- 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 challenge
Silver Service Singers were ready to create a fresh new website design that utilised their photography and captured the energy they bring to events. It needed to be engaging, dynamic and playful.
With a number of competitors in the market, they challenged us to deliver a website that would help them stand out, build trust and make them the business of choice to their customers.
The brand
Silver Service Singers’ existing brand was sparse and didn’t provide the flexibility to create the design and user experience they needed. We designed the new brand around their existing logo and introduced a new colour palette, font, shape and form.
Shape & form
Our brand designers introduced an arch shape to be used as a portal, mask or cut out for the client’s photography. Not only is the shape a nod to the wedding market, it also draws the eye and creates depth to the website design.
We introduced playful hand drawn shapes including stars, a ‘shine’ effect, arrows, and squiggles. These bring the website design together by guiding the user down the page and breaking up white space.
Colour palette
We introduced a neutral colour palette to compliment the photography. Working mostly at weddings, the colour palette needed to be bridal and sophisticated.
Typography
We introduced a new header font that injects some fun into the new website design.
The website
We created a dynamic WordPress website that captured the high energy and good vibes of Silver Service Singers. The website incorporates a number of interactions and animations that create a playful and exciting feeling.
Our designers created a story-telling component that reveals copy on scroll and enables the client to build suspense as part of an engaging user journey.
Delivered in WordPress, the client has full control over their content and imagery and can continue to evolve the website and create new content.
Reassurance by design
A large percentage of Silver Service Singers’ performances are at weddings and are purchased as gifts for the bride and groom. At a mid-high price-point, the website design needed to reassure parents and grandparents and convert them into enquiries.
To achieve this feeling of trust, we feature review embeds, testimonials, awards and photography which removes barriers to purchase and increases conversion rates.
Digital strategy
Our SEO strategists created an SEO strategy to guide the website project and enable Silver Service Singers to grow their visibility in search engines and attract new organic customers.
Our team researched keywords that prospective customers used to find Singing Waiters and selected the keywords that would drive success for the client. We utilised the strategy to optimise the website for SEO and establish key landing pages.
Related work
Aerospace Global News (formerly Farnborough International News Network) is a digital hub that provides news and events to the aerospace community.
Having grown significantly since their inception, they needed a new brand and digital presence to embody their international standing and reach.
- Lead time:
- 5 Months
- Sector:
- News & Aerospace
- Target Type:
- B2B & B2C
- Website Goal:
- Create an International Brand, Grow Market Penetration, Improve UX
- Services:
- Branding, Web Design, Web Development, WordPress, Digital Marketing
The challenge
Aerospace Global News challenged us to create a new brand identity and website that would increase their reach and enable them to engage a greater number of people in the aerospace community.
- Scope
- Brand Identity
- Website Design
- WordPress Development
- Engage CRM Integration
- SEO Strategy
- Domain Migration
- Content Migration
- Resource
- 1 x Website Designer
- 1 x WordPress Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
- 1 x SEO Strategist
The website
We delivered a modern news website with WordPress that utilises white space, video and sticky components to provide a clear and engaging user experience.
Our developers integrated the website with Engage, the client’s CRM, and implemented static publishing for speed and security. Aerospace Global News provides a live stream of the Farnborough airshow each year which attracts thousands of visitors to their website. Static publishing enables the website to handle large traffic surges without disruption.
Advertising placements
The website design accommodates paid advertising placements that create a new revenue stream for the client.
Domain migration
We launched the new website on a brand new domain, implementing best practice processes to seamlessly transition the website URLs, visitors and keyword rankings to the equivalent new pages.
Our process included a comprehensive 301 strategy and redirects, a keyword strategy and critical actions in Search Console.
The brand
The client made the decision to rebrand from Farnborough International News Network to Global Aerospace News and required a new logo and supporting brand identity to assist the transition. They new brand needed to represent their global standing and reputation, and bring them in line with other leading news outlets.
Logo
Our team created a new icon for the logo, taking inspiration from triangular shape of the previous logo.
Patternation
We introduced a line pattern within the brand that creates design depth and can be used in place of imagery to elevate visuals.
Typography
We selected typographies that were clean, professional and aligned with the style of leading global news websites.
Colour
We introduced a new colour palette that reflects the professional and forward-thinking nature of the business.
SEO strategy
Our SEO strategy assessed hundreds of potential keywords for the new website and selected the keywords that the client had a statistical chance of success achieving.
Our team created optimised category pages that act as key navigation pages and as entry points to the website from search engines when users search for aerospace news.
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.
You can see that rankings immediately began to climb following the launch of the new website.
Related work
Ocean Outdoor is a specialist media company that manages global billboard and digital screen real estate. They manage some of the most iconic landmark advertising locations worldwide.
They needed an international website that would enable their clients to build their own advertising packages in 7 different locations and languages.
- Lead time:
- 9 Months
- Sector:
- Advertising
- Target Type:
- B2B
- Website Goal:
- Create a flexible platform for growth that will enable the Ocean Team and deliver a new look & feel
- Services:
- Web Design, Web Development, International Targeting, WordPress, Digital Marketing, Content Entry & Migration
The challenge
Ocean Outdoor challenged us to deliver a modern new website that provided a clean interface for their clients to browse advertising spaces and build Collections.
The client needed a website that would enable their large team to consistently create content with an intuitive CMS. The website needed to be flexible, scalable and enable their marketing team.
- Scope
- Figma Wireframe Prototypes
- Figma Design Prototypes
- UX Design
- WordPress Development
- Multi-lingual & Multi-territory
- Advertising Location List-builder
- Wishlist Functionality
- SEO Strategy
- 3D Google Map Experiences
- Content Entry & Migration
- Resource
- 1 x UX & UI Designer
- 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
The client was looking for an elegant website design that was effortlessly beautiful and high quality. Our designers created a clean design that enabled Ocean’s products and services to shine through.
To simplify the complex user flows on Ocean’s website, our UX design team mapped out new user journeys and page structures to deliver a quality user experience that enabled Ocean’s customers to self-serve and explore advertising spaces.
International targeting
We delivered a multi-territory WordPress website that enables Ocean to deliver regional content and messaging, and targeted regional SEO strategies to deliver the best user experiences and performance outcomes for the website. The website targets 7 global territories in multiple languages.
Collections builder
Ocean’s clients can browse millions of advertising locations on the website and build them into Collections. Collections work similarly to a wish list where users can save advertising locations into different Collections lists and share their lists with colleagues and clients. Users can also browse networks of locations that are frequently bought together.
Ocean Outdoor receives a copy of each Collection that is created and the associated contact details to help provide a high level of customer service to prospective customers.
Data visualisations
We delivered an engaging way to visualise data and charts to showcase the demographic data of Ocean’s advertising locations and the people who walk by the locations. Our developers integrated with Columbus, Ocean Outdoor’s custom API, to retrieve the data and display it in a beautiful way online.
SEO strategy
Having never previously explored SEO as a marketing channel for the business, opening up an organic traffic channel was a huge opportunity for Ocean.
We worked with Ocean’s marketing team to deliver a strategy that was tailored to their business and offering. Our goal was to attract prospective new clients from search engines by increasing Ocean’s rankings and making them more discoverable for non-branded search terms.
In the keyword 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.
Following launch, Ocean Outdoor have experienced an immediate rise in keyword rankings, particularly keywords ranking on page 1 of Google.
Related work
Smarkets is a betting exchange that specialises in sports. They were ready to launch a sports news platform to engage customers and attract new visitors.
- Lead time:
- 12 Weeks
- Sector:
- Betting
- Target Type:
- B2C
- Website Goal:
- Launch a content focused website to attract and engage their audience
- Services:
- Web Design, Web Development, Headless Website, Digital Marketing
“They’re one of the better agencies I’ve ever worked with. So far, our website traffic is up and continues to grow considerably. Their team has exceeded our expectations.”
The challenge
Smarkets challenged us to deliver a secure news platform where they could publish large amounts of content. The goal of the platform was to attract and engage their audience and improve brand awareness.
SEO was a huge focus for Smarkets and they wanted to generate high levels of organic traffic with the new website. As a brand new website, we needed to collaborate with Smarkets to implement a marketing strategy that would enable the site to build authority, increase their domain authority (ability to rank) and generate organic and social traffic.
- Scope
- UX & UI Design
- Figma Wireframe Prototypes
- Figma Design Prototypes
- Custom CMS
- Headless Website
- Static Publishing
- SEO Strategy
- Resource
- 1 x Website Designer
- 1 x Website Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
- 1 x SEO Strategist
The website
We delivered a high performance headless website for Smarkets that statically publishes content to achieve the best speed, security and cross-device user experiences. This means that the front-end interface of the website that visitors see is a static version of the site that is entirely separate to the CMS.
We leveraged Smarket’s custom CMS platform to create a content platform that the Marketing team could use to connect with their audience.
SEO strategy
Starting from scratch with a new website and domain, Smarkets had a challenge ahead of them to build their repetitional metrics, begin ranking in search engines and generate inbound traffic.
We delivered an SEO strategy that defined content pillars and categories that could be optimised across the website to attract and grow organic traffic. Our strategy dovetailed with Smarkets’ content strategy and ensured that both the work streams supported the other rather than competed.
The architecture
Before any design work had been undertaken, our UX designers created wireframe layouts of the website to plan the content structure and user flows throughout the site. We created article hierarchies and featured article components to direct the user journeys and enable Smarkets to promote popular content.
Calculators
Our team produced a set of online calculators to help users calculate betting odds and convert bets. The calculators linked to Smarket’s betting platform and to relevant articles throughout the site. These became popular resources that attracted users to the site.
Publishing workflows
To enable Smarkets to efficiently produce and publish content, we collaborated with their team to implement a publishing workflow in the CMS. We created custom user roles to cover the users within their system, including content writers, journalists, editors, guest editors, publishers and so on, to provide the right users with the right permissions level for Smarket’s content approval process.
Trusted Smarkets partners
In addition to the work delivered on the Smarkets website, we have also collaborated with the Smarkets team on 2 of their other brands: OddsIndex and SBK.
OddsIndex
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.
SBK
SBK is a sports betting app that offers the best odds on the biggest sport events.
We delivered a new brand, content hub and landing page campaign for the business.
Vision Radiology is a tele-radiography practice that leverages timezones to rapidly increase turnaround times for scan interpretations and consultations.
They wanted to increase their visibility to get in front of more prospective clients and employees.
- Lead time:
- 4 Months
- Sector:
- Healthcare
- Target Type:
- B2B & B2C
- Website Goal:
- Increase visibility & Modernise the website
- Services:
- Branding, Web Design, Web Development, Digital Marketing
- Scope
- Adobe XD Wireframe Prototypes
- Adobe XD Design Prototypes
- Brand Identity
- SEO Strategy
- WordPress CMS
- Salesforce Integration
- Resource
- 1 x Brand Designer
- 1 x Digital Strategist
- 1 x Website Designer
- 1 x Website Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
The challenge
Vision Radiology’s previous website and brand were dated and didn’t reflect the practice. Their Marketing team was struggling to make simple changes and lacked a consistent brand to produce new assets.
They challenged us to deliver a flexible new website that would enable them to manage their content, move quickly, and appeal to their target audience.
To achieve their objectives, they recognised that they needed a new brand, website and digital strategy.
The brand
When Vision Radiology first approached us, they had a basic brand that lacked depth and overused stock photography. The nature of having a remote team meant that they had very little photography to use which was limiting their design capabilities.
We delivered a flexible brand identity that incorporated a broader colour palette with primary and secondary colours. We introduced new shape and form into the brand, creating depth and providing visual interest in place of imagery. This approach also enabled Vision to use stock photography in a way that was on-brand and didn’t look like stock imagery.
In addition to the colour palette and imagery, we also evolved the logo and typography.
The website
We utilised the updated brand to create a modern new website design that represented Vision Radiology to prospective clients and employees. Our designers placed people at the centre of the design to visually represent the approachable and personable qualities of Vision Radiology.
We delivered the new website in WordPress to to provide easy content management and a high quality code base for future growth.
SEO strategy
Our Marketing team undertook keyword research and selected target keywords that Vision Radiology could compete and rank for in search engines. We optimised the website in line with the new strategy and trained Vision’s Marketing team how to optimise new website content.
Our SEO strategy enabled Vision Radiology to increase their visibility in search engines and be found by more prospective clients and employees.
“Working with Plug & Play was a great experience. I came into the project after it started, and they quickly got me up to speed. The website looks great, and they were instrumental in completing this project on time. I would highly recommend Plug & Play.”
Related work
Volition is a multinational life science company that develops technology to diagnose and monitor a range of diseases in humans and animals. Their technology sets them apart as industry leaders, providing kits to a wide spectrum of audiences from medical specialists to individual pet owners.
Our challenge was to deliver a new website that targeted each key audience type, encouraging them to make an enquiry or visit Volition’s distributor sites to purchase their own kits.
- Lead time:
- 4 Months
- Sector:
- Life Sciences
- Target Type:
- B2B & B2C
- Website Goal:
- Increase awareness of their technology & generate new leads
- Services:
- Web Design, Web Development, Digital Marketing
- Scope
- SEO Strategy
- Figma Wireframe Prototypes
- Figma Website Design Prototypes
- WordPress CMS
- Pardot Integration
- Resource
- 1 x Digital Strategist
- 1 x Website Designer
- 1 x Website Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
The challenge
Volition’s main challenge was how they could engage and educate website visitors in the science behind their technology. They needed their new website to attract new visitors, be more visible, and deliver their key messaging in an engaging way.
The client challenged us to deliver a fresh design that showcased their products and worked as a marketing tool for the business.
The website
We utilised the digital strategy created by our marketing team to inform the new page hierarchy and landing page structure. By combining UX design and marketing insights, we produced the best user experience and SEO performance for Volition. We implemented a clean and user friendly navigation to ensure that content is accessible and that users are guided through to conversion.
Our designers evolved Volition’s visual brand to create the impact and flexibility required for the new website design. We utilised the bright sub-brand colours to categorise content and designed a clear navigation to encourage users to land on relevant content.
As part of the wider project, we merged 2 domains into 1 new website. We implemented SEO and design best practice during this process to retain and grow keyword rankings from both domains.
Marketing & content hierarchy
One of Volition’s key complaints with their previous website was the high bounce rate. They were losing a huge percentage of the traffic they attracted and couldn’t pinpoint what was driving the issue – was it the website, the keywords they ranked for, or their messaging?
Our Digital Strategist identified that the content on their old website exclusively catered to users who already knew Volition’s product. Therefore, users who had a problem but didn’t know Volition’s product name became lost leads, which was one factor impacting bounce rates across the site.
We recommended taking a solution-focused approach on the new website. We developed a new site structure and keyword groups that were built to support Volition’s wider goals – increasing leads and reducing their high bounce rates.
SEO strategy
Improving keyword rankings and generating higher levels of organic traffic to the website was important to the success of Volition’s project. Therefore, taking a joined up approach with the SEO strategy, on page experience and messaging was critical to ensure that Volition benefited from the full impact of the improved rankings.
For the SEO strategy, our team conducted keyword research and selected keywords that the client had a statistical probability of success growing their rankings. We assigned target keywords to the content throughout the website and recommended new landing pages that would generate traffic to the website.
In the keyword chart above, blue bars represent positions 1-3 in Google and green bars represent rankings on the rest of page 1.
As you can see, keyword rankings immediately started to climb following the launch of the new website and SEO strategy.
Related work
Noa is a recruitment agency that specialises in the technology sector. They needed a new website to increase their online visibility and attract new clients and candidates.
- Lead time:
- 3 Months
- Sector:
- Recruitment
- Target Type:
- B2B & B2C
- Website Goal:
- Create an elevated design, increase visibility & attract new clients and candidates
- Services:
- Brand, Web Design, Web Development, Digital Marketing
- Scope
- Brand Identity
- SEO Strategy
- Figma Wireframe Prototypes
- Figma Design Prototypes
- WordPress CMS
- Logic Melon Integration
- Resource
- 1 x Digital Strategist
- 1 x Website Designer
- 1 x WordPress Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
The challenge
Noa were ready to step up their marketing efforts and needed a new brand, website and marketing strategy to deliver on their objectives. Their existing recruitment website was dated, clunky and didn’t appeal to their target audience. Our challenge was to evolve their brand and create a high performance website that appealed to their clients and candidates. The website needed to be flexible and able to scale with the business.
The brand
Noa’s previous brand was dated and lacked the flexibility to facilitate a high quality digital design. We evolved the brand identity and introduced new colours, typography, shape and imagery. The new brand was implemented within the new website to create a modern and dynamic interface that uses interactive elements and assets to engage users.
Our design team created branded assets for the website design, making use of multi-layered components that combine dynamic brand elements and imagery to support the user journey.
The website
We delivered a high performance website that is built to be fast, engage users and drive conversions. Our designers curated the website structure in line with a digital strategy created by our marketing team. This approach ensures that the website structure supports the SEO objectives and enables users to intuitively navigate.
Our team developed the website in WordPress to provide maximum content dexterity while ensuring that the brand guidelines are easy for Noa to implement as they continue to produce new pages and content on the website.
2 main audiences
The website is structured to target 2 core audiences: clients and candidates.
Website assets
Our design team created dynamic branded assets that combine stock photography and Noa’s new brand. The outcome is a website design that feels unique and engaging.
Logic Melon Integration
We integrated the website with Logic Melon to pull through Noa’s job posts and track candidate engagement.
Signposting
We colour coded job categories to provide visual cues on job posts.
SEO strategy
As a small recruitment agency with a relatively low competitive position in search engines, Noa needed to be strategic to secure new keyword rankings. We focused on specific job roles and locations to create optimised landing pages that could be found by prospective clients and candidates in search engines. Being specific in this way means that Noa could carve their niche in the market without competing with the huge recruitment agencies with much stronger competitive metrics.
Our strategy provides scope for Noa to continually review their keyword targets and increase their reach as their competitive position grows.
In the chart above, blue bars represent positions 1-3 in Google, green bars represents rankings on the rest of page 1, and purple bars represent rankings on page 2.
You can see that rankings immediately began to climb following the new website launch. Assessing Noa’s competitive position and selecting specific keywords that are aligned to their offering has enabled them to outperform larger recruitment agencies in search engines.
“The team at Plug and Play were amazing from the start. They really took the time to listen to what we wanted to achieve with our new website and went above and beyond to make it a reality.
They take the time to walk you through what they are doing (vital for someone like me who is not technically minded) and kept in regular contact during the build.
After go live support has been superb too.”
Related work
Bond Global
173% increase in search engine visibility for a recruitment agency looking to attract high quality new clients
Compass Fostering is an independent fostering agency that provides the highest quality care to children who haven’t had the best start in life.
They asked us to create a new website that would attract new foster parents and enable Compass Fostering to connect new families.
- Lead Time:
- 5 Months
- Sector:
- Fostering
- Target Type:
- B2C
- Website Goal:
- Create a modern new website with improved visibility & conversion rate
- Services:
- Web Design, Web Development, WordPress, Digital Marketing
The challenge
The Compass Fostering team recognised that their existing website was holding them back. They challenged us to deliver a new website that was modern, dynamic and interactive. With a huge shortage of foster families, they needed to be found by more prospective families and generate enquiries. The brief was to create a design that is approachable, playful and informative.
- Scope
- Adobe XD Wireframe Prototypes
- Adobe XD Design Prototypes
- WordPress Development
- SEO Strategy
- Foster Allowance Calculator
- Application Form
- Content Entry
- 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
Our approach
We used Compass Fostering’s brand to create a fresh website design that our developers coded in WordPress. It provides their marketing team with a flexible platform that they can use to scale their business and support their campaigns.
We introduced a new website structure and intuitive user journeys. Compass have some incredible resources and informational content that was previously buried within the website and rarely accessed by visitors. Our team ensured that content on the new website is accessible and optimised for maximum visibility in search engines.
Our marketing team produced a digital strategy that was pivotal to the success of the website, informing everything from the website structure, design and development, and driving Compass’ overarching goals.
The website
One of Compass Fostering’s greatest challenges was how to deliver a large amount of content to their visitors in a way that was digestible. We achieved this by chunking content and using bold colour blocks from their brand to segment key messages. We use interactive elements to load content in an engaging way that signposts the user journeys.
To deliver the best website, our team evolved the brand to include playful and animated brand elements including underlines, shapes and drawings. We invested time in creating an interaction aesthetic that elevates the design, introducing subtle movement with moving brand shapes in the banners and on hover of call to actions.
Fostering allowance calculator.
We created a calculator to estimate the financial support available to foster families. This tool supports the on-site user experience and is also a fantastic opportunity for Compass Fostering to build reputable links to their website.
The brand
We evolved the existing brand to create an engaging design that looks and feels cohesive.
Informative content
We introduced key information and resources throughout the user journeys to strengthen the user journeys and support prospective foster families.
Application form
We delivered a new application form for Compass Fostering, using UX design to maximise the number of applications
SEO strategy
Compass Fostering had a great opportunity to significantly increase their visibility, enabling more foster families to find them online. Their existing website did a number of things right, but could perform much better with a proper strategy and the implementation of SEO, code and performance best practice.
Our marketing specialists reviewed their position in the market and measured the gap between their current rankings and their potential rankings, then created a digital strategy outlining what needed to be done to close the gap and increase keyword rankings.
The chart above shows Compass Fostering’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.
“Our experience with Plug and Play developing a new website for Compass Fostering was fantastic from start to finish.
They really took the time to understand our needs and requirements, delivering a detailed report on our old website and everything they thought we could improve upon. The time spent understanding our brand really paid off, and the initial wireframe they delivered hit almost every mark. They then took this and delivered a website that exceeded our expectations.
Gabrielle was fantastic throughout the project, and was quick to solve any of the inevitable snags that arise in any web build! Her communication was invaluable throughout and we appreciate all the work she put into this, alongside the wider P&P team.
We’ve already seen an uplift in SEO performance which shows the impact that having a well built website can have.
We’re looking forward to collaborating on more projects with Plug and Play!”
Related work
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
With Grace is a funeral provider that places people at the heart of their service.
They challenged us to transition them from a traditional funeral care model to offering an online service. They needed a new website to improve their user experience and provide the infrastructure for their digital offering. We overhauled their marketing and digital strategy to increase the effectiveness of their marketing, grow their visibility and enable them to be found online.
- Lead Time:
- 6 Months
- Sector:
- Funeral Care
- Target Type:
- B2C
- Website Goal:
- Reposition the website, Increase visibility, Streamline their digital ecosystem
- Services:
- UX Design, Web Development, WordPress, Digital Marketing
The challenge
With Grace came to us with 2 different websites and brands. They recognised that they needed a single website that was easy for their customers to navigate, find information and make funeral arrangements. Their team challenged us to create a unified website that managed multiple user experiences and could be found by their customers in search engines.
As a financially regulated industry, we worked closely with the legal team at With Grace to ensure that the website was compliant with regulation.
- Scope
- Figma UX Wireframe Prototypes
- Design Consultation
- WordPress Development
- Payment Calculator
- Package Builder Tool
- Marketing Consultation
- SEO Strategy
- PPC & Facebook Tracking
- Domain Migration
- Resource
- 1 x UX Designer
- 1 x WordPress Developer
- 1 x Quality Assurance Tester
- 1 x Project Manager
- 1 x Marketing Director
- 1 x SEO Strategist
Our approach
Our work would open up a new online service and provide the ability for customers to build funeral packages online. However, it was important that the website remained informative, approachable and empathetic, and didn’t become a pushy sales tool. The digital offering was there to provide ease, transparency, support and space to their customers.
We delivered the website in collaboration with Ascend Studio, who rebranded With Grace and created the final website design. The Plug & Play team delivered the digital strategy, UX wireframe designs, website development and SEO optimisation.
The website
The new website combined the content and user journeys from 2 of With Grace’s websites to create a single high quality website where customers can explore pre-need and at-need funeral packages.
The user journey from the homepage is immediately branched, directing visitors through pre-need or at-need user journeys. Each flow guides the user through key information and packages. Pre-need packages are financially regulated so these user journeys needed extra consideration from a legal perspective to ensure that the user experience was compliant.
The website was delivered using WordPress to provide a flexible and scalable CMS for the With Grace team.
Transparency
Information on the website is transparent, providing clear pricing and inclusions.
Regulation
Some of With Grace’s services are regulated by the FCA and others are not. We worked closely with their legal team to ensure that regulations were met and visitors were notified of regulation where necessary.
Customer demographic
With Grace has a broad customer demographic and it was important that the website was accessible to all ages. We implemented clear user journeys and call to actions to ensure that the website remained simple and easy to use.
The design
Ascend Studio utilised our UX designs to apply the new With Grace brand and create the final visuals for the website.
Interaction aesthetic
The website utilises interactive design elements, load animations and transitions to create depth.
Plan builder
We introduced a new plan builder within the pre-need user journey that enables individuals to create a custom funeral plan that is tailored to their needs.
It was critical that the process remained straightforward and we achieved this with a 3 step user journey. The customer can see the inclusions and costs as they create their plan and when they’re happy with their selections, they can send an enquiry to the With Grace team.
It’s an emotional time for many of With Grace’s customers and it can be overwhelming to enter deep discussions about their funeral arrangements. The goal of the plan builder is to provide autonomy to customers and enable them to explore their options privately before reaching out for help.
Marketing strategy
We provided a part time Marketing Director to With Grace during this period of change, giving them a representative that would advocate for their business and manage their agency relationships.
Together, we created a strategy for their digital ecosystem, including the technology used for various business functions, the website infrastructure, and their digital marketing channels which included SEO, PPC and paid social.
SEO strategy
We delivered an SEO strategy that selected keywords that were used by prospective customers to find With Grace’s services. The website was optimised for the keywords that With Grace had a statistical opportunity to rank for and increase their visibility online.
The strategy was used to guide the website user experience, enabling us to optimise the site to encourage visitors to land on deep and highly relevant content pages. We wanted to make it as straightforward as possible for With Grace’s customers to get the support and information that they needed.
Domain migration
Our team assessed With Grace’s digital ecosystem and recommended that their websites were combined into a single website. We reviewed the domains available and advised the best domain for the new website to launch on. The domain selected was new, therefore 2 websites needed to be seamlessly transitioned to the new domain and the domain equity transferred.
Our team managed the domain migration process to mitigate the risks usually associated with domain changes. We ensured that best practice was followed and that the reputation metrics from the old domains transferred seamlessly to the new website, enabling the new website to perform and benefit from the great reputation of the business.