Total 558 words used.
Breedon is a leading vertically-integrated materials group. On a path of accelerated growth, Breedon wanted to refresh their website, bringing multiple local and product sites into one with an entirely new digital creative identity and delivering enriched content for the key stakeholders.
As a first step we went through an in-depth exercise of understanding their target audiences visiting over 30 different people in multiple sites across the UK and Ireland, so we understood their products, services, how they are made, the profile of the different customer types, the corporate audiences, and every team’s communications objectives and priorities. This discovery journey gave us the insights to develop the new website.
We developed an entirely new digital experience. First was a new distinctive creative identity, with new fonts and colours modernising the look and feel, with videos and rich imagery to enhance the experience. We were also able to bring together 3 different regional sites and separate product sites into the new site to deliver a seamless experience.
Their B2B audiences are key as the site is intended to drive new leads. So we created a whole new area promoting products and services, with a ‘megapane’ navigation to enable quick access to every product in a single click. Content is geo-targeted to users, so those from GB were presented first with local GB products and services, Irish users with Ireland products and services. A Locations page enables customers to select a product and find their nearest source, or to select a location and find local products available. The locations are shown on google maps – or What3Words (as many facilities such as quarries are in hard to find locations) – each with links to the specific products available.
Case studies embedded within the products and services pages evidence their proven track record, and ‘projects’ in the Ireland pages showcase some of their flagship work for key clients. Product sheets and certification documents (critical in this sector) gives real utility for customers and procurement teams to come to the site. Furthermore, cross links to similar or ‘family’ products at the end of each product or service page ensure customers can find the full range they are looking for. On every page there is a call to action, with a link to a local sales contact, and an interactive ‘product calculator’ helps people determine how much they need for products prior to contacting Breedon.
Sustainability is of increasing importance to building and construction so this section was entirely re-imagined: describing their approach with case studies showcasing outcomes. Their new ‘Balance’ range of sustainability products are now promoted, and the sustainability performance data is given through interactive charts to further evidence their sustainability impact.
The site also targeted prospective employees, which better articulates Life at Breedon, includes ‘a day in the life of’ people profiles, and targets specific prospective employees such as lorry drivers.
As a listed company the investor relations section was also brought into line with best practice with all results and reports easily accessible, along with the case for investment.
The resulting transformation has lead to a 60% increase in organic search traffic; and a 29% increase in overall traffic. Engagement scores through analytics is now at over 50%, and there have been over 18,000 product/report downloads and over 1000 new contacts in the 7 months since go live.
Nomination Title: Breedon new website
