Ferrier Pearce was briefed to create a user and search engine friendly website that emphasised Wates' broad range activities - all within a tight timeframe. Using proven examples of Wates' industry leading solutions and brand differentiators as a main feature, we developed a website that showcased examples of key success measures that underpin the brand using video and imagery as richer content for the website visitor. Not only was the front end of the website industry leading in terms of style and content, but the back end CMS allows the client to manage all content throughout the site, enabling instant updates to all of the pages as required. An essential part of the brief was to also invigorate the unique Supplier Extranet to enable a two way flow of information between the client and their suppliers.
Key user journeys through the site were mapped with discussions culminating in changing the initial proposed navigation to be more user friendly, using terminology that would resonate with the audience. The use of 'related links' in the right hand navigation meant that the user could access relevant information in a few clicks within a large and deep website. Live search functionality also reduced the number of clicks to a related page or story. Key contact information is also highlighted throughout the site for easy access to individuals involved on projects creating a personal feel.
The website has received nearly 10,000 unique visitors since its launch just before Christmas with visitors spending a longer than average time on the site visiting multiple pages. Search engine visibility and click through rate is high, reflecting the SEO friendly design that has been integral to the site build and content development.
Commenting on the new site, Wates Head of Communications, Belinda Murray said of the Ferrier Pearce team: "I just wanted to let them know how much we appreciated their marvellous help, support, enthusiasm, whip cracking and spectacular creativity in producing our beautiful new website. It was a huge task and they were great partners to work with. We really appreciated everything they did and I have already recommended Ferrier Pearce to several of my friends who hold similar communications roles."