WMEmployers, a non-profit organisation offering employment services to public sector organisations, came to us to refresh their brand and build them a new website. Their site required bespoke functionality and clear messaging. We built a scalable platform that could grow with the business and kept content management in the hands of the client.
The Challenge: Update & Restructure the User Journey
The existing WMEmployers’ site was dated, with lots of uncategorised data and a complicated structure that added unnecessary steps to the user journey. Built on a legacy system, our client was currently unable to make changes or add content to the website themselves. The new site had to provide flexibility and give the team the power to add and change future content.
We also needed to restructure and reorganise the vast amount of information on the site to better convey the substantial services on offer. A more modern platform was required to attract future prospects. Alongside this, additional functionality was necessary to improve the platform for existing members. This included building a bespoke client portal and integrating with their current CRM.
Our Solution: A Logical, Scalable Future-Proof Website
First of all, we set about modernising the brand as its visual design would inform the rest of the website. We retained the existing principles of the brand which reflected their core areas of speciality: HR, Leadership, Recruitment and Training. The lines in the logo each represent a person that the organisation assists across each of these areas. We opted for a fresh new colour palette for the logo and utilised the complementary colours across the site for a cohesive, modern design.
The site was rebuilt on WordPress to give the team full control over their content management. We structured it around their 5 key business services, each with its own category. The logical, overarching structure ensured the continued integrity and organisation of the site as all future content pages could be added to the appropriate category.
To better organise the vast amount of information on the platform, we devised a structural level system. Level 1 included an overview of all services. Level 2 provided further information on each of the services. Finally, Level 3 detailed all of the sub-services related to the main service. This structure streamlined the user journey by only presenting them with relevant information.
Final Thoughts: Improved User Experience & Long-term Success
WMEmployers came to us with 3 main goals: improve website functionality, create a more streamlined user experience and provide a long-lasting solution. At the end of the project, our client’s site had been transformed into a modern, efficient digital platform. The reorganised website structure and fresh, elegant design make the site a breeze for users to navigate. Using WordPress, we empowered the client to keep their content fresh.