Case Study: Farrendale Ltd
Powering Up an Outdated Website for a Brighter Future
Farrendale Ltd, an NICEIC contractor specialising in large-scale electrical services for the domestic sector, faced the challenge of an outdated website with limited information. With a significant recruitment drive looming, the company needed a modern, user-friendly website that would serve as a compelling touchpoint for both potential customers and future employees.
Objectives
- Expand Customer Reach: To increase visibility and attract a broader domestic clientele.
- Improve Conversions: To turn website visitors into engaged customers.
- Enhance Organic SEO: To improve search engine rankings and online visibility.
- User Experience: To offer an intuitive, easy-to-navigate website.
- Employer Branding: To position Farrendale as an attractive employer for potential recruits.
The Process
Design and Content Integration
Farrendale provided the copy, which served as the foundation for the website’s fresh design. The focus was on clear text, ample whitespace, and strong images to ensure a crisp display across all devices. This design approach aimed to make it easy for visitors to quickly understand the services and opportunities Farrendale offers.
Content Management System
Given the need for the admin team at Farrendale to update website information swiftly, WordPress was chosen for its user-friendly content management system. A comprehensive ‘how-to guide’ was provided to empower the team to make edits as needed.
As you can see, the original careers page for the website was very basic. With a recruitment drive in mind, I designed an attractive page with an application form to capture interest immediately. This makes it easier for prospective employees to make their application but also ensures that completed forms are emailed directly to the relevant team upon receipt.
All contact details for Farrendale can be seen at a glance with the header and footer menus, ensuring any queries from website visitors can be made without needing to click through to a different page.
Challenges and Solutions
Challenge: Balancing Information for Two Audiences
The websited needed to cater to two distinct audiences: potential customers seeking electrical services and prospective employees interested in joining Farrendale Ltd. The goal was to create a seamless user experience that guided visitors to their respective areas of interest efficiently.
Solution: I created separate pages optimised for Google and other search engines with targeted calls-to-action for potential customers and prospective employees, ensuring each audience found relevant information quickly. This not only enhances the user experience but also contributes to achieving Farrendale Ltd’s objectives of customer acquisition and successful recruitment.
Challenge: Ensuring Mobile Responsiveness
A significant portion of web traffic comes from mobile devices. Recognising this, it was crucial for Farrendale Ltd’s new website to offer a seamless experience across all platforms, not just desktops. The challenge lay in ensuring that the website’s design, functionality, and content were fully optimized for mobile users.
Solution: I began by conducting an initial diagnostic test to identify any elements that were not translating well on smaller screens. This helped me to tackle issues such as text readability, image scaling, and navigation functionality on mobile devices. The website was then rigorously tested on various devices to ensure a seamless user experience, making adjustments as needed for optimal mobile responsiveness.
Challenge: Empowering the Admin Team
Farrendale Ltd expressed a clear requirement for their administrative team to have the ability to update the website’s content without relying on external assistance. This was particularly important given the company’s dynamic nature, where services, job openings, and other key information could change frequently.
Solution: The first step in addressing this challenge was selecting a content management system (CMS) that was both robust and user-friendly. WordPress was chosen for its intuitive interface and ease of use, making it an ideal solution for Farrendale’s admin team, who may not have specialised web development skills.
To further facilitate the admin team’s ability to manage the website, I developed a comprehensive ‘how-to guide’. This guide was tailored to Farrendale’s specific website structure and features, providing step-by-step instructions accompanied by visuals for common tasks such as updating text, adding images, and modifying page layouts.
Conclusion
The revamped website successfully met Farrendale Ltd’s objectives, from customer acquisition to employer branding. Throughout the project, various challenges were encountered, ranging from balancing information for dual audiences to ensuring mobile responsiveness and empowering the admin team. Each challenge was met with a tailored, innovative solution, demonstrating my ability to adapt and problem-solve in a dynamic digital landscape.
The website is designed to be future-ready, with the flexibility to adapt to Farrendale’s evolving needs. Whether it’s adding new services, posting job openings, or updating content, the admin team can easily make these changes, ensuring the website remains current and relevant.
If your business is facing similar challenges, whether it’s the need to modernise your online presence or prepare for a recruitment drive, I’m here to help. My comprehensive services are tailored to meet your specific objectives, ensuring you not only achieve but exceed your digital goals.
Contact me today to discuss how I can partner with you to create a digital strategy that drives results, enhances your brand, and sets you up for long-term success.