Total 199 words used.
We conducted an in-depth analysis of target audiences visiting over 30 people in multiple sites across the UK and Ireland, to understood products, services, audiences, and communications objectives.
For B2B audiences we created a new products and services area, with a ‘megapane’ navigation enabling access to every product in one click. Content is geo-targeted so users are presented first with local products. ‘Locations’ enables customers to select a product, find their nearest source on google maps and What3Words. Case studies evidence their proven track record. Product sheets and certifications give real utility for procurement. Strong call to actions and product cross links on each page ensures customers find everything they need.
Sustainability was re-imagined: describing their approach, their new ‘Balance’ product range, and interactive performance data charts.
For prospective employees, we share Life at Breedon, ‘day in the life of’ people profiles, and specific prospective employee audience content (ie lorry drivers).
As a listed company ‘investors’ was aligned with best practice with results and reports easily accessible, and a case for investment.
The transformation resulted in a 60% increase in organic search traffic; engagement scores at over 50%; 18,000+ product downloads and 1000+ new contacts since go live.
Nomination Title: Breedon website
