The Project Brief
Having taken their website and hosting in-house with our help and made changes to their existing website to improve customer experience, SEO and marketing awareness, it became clear that there were fundamental flaws with the set-up of the existing website.
The brief was to create a new website that reflected the recently revamped brand image, further extending this to reflect the behaviour and values of the targeted customer demographic.
Client
A UK based home appliance brand that has been around for over 80 years. Re-launched under the Vestel umbrella in 2013.
The Solution
As the execution of the existing website was the issue, our suggestion was to keep the CMS platform (ExpressionEngine) and reuse certain assets; some content, images & product specifications. Then create a new responsive website that was faster and more customer friendly, SEO optimised, plus much easier for the in-house team to update.
Using existing customer research undertaken on the original Servis brand relaunch, we worked in partnership with a company who undertook specific web-based customer research. We used this feedback, together with the functional business requirements from the internal stakeholders, to produce new designs and journeys for:-
• Category & product pages
• Journey to retailer sites
• Product registration
• Warranties & support
• Content & marketing visibility
• Competitions & social media
Before launching, we validated these with a user testing program, following this up with additional customer feedback after the site went live. Any necessary design amends could then be made based upon this data.
Services
The Results
In terms of content, the relaunched site built upon work carried out for the original site. However this was enhanced by much better SEO and customer journeys. The site immediately attracted more organic traffic than the previous platform, with double the time and page views on desktop, and triple on mobile devices.
Following the addition of further optimised content together with additional SEO / SEM work, the site ranked number one for virtually all brand keywords and many key non-branded terms. This resulted in such a steep increase in organic traffic that PPC was no longer required, saving significantly on marketing costs.
What Our Client Said
“Insite Web’s consultancy services offered a cost-effective way to review and consolidate our digital offering. They were totally transparent and made it clear when they thought an option or proposal was not worthwhile. They really do base everything on ROI analysis.”
John Welbourn – Managing Director Vestel UK Ltd
Website
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