We recently made a post on our social media about when it's time to redesign your website. To expand on that, let’s dive into a case study of our latest project: the SFES website redesign.
SFES, a steel fabrication and erection company in Norfolk, UK, had a website with their brand colours, project imagery, and SEO articles. However, their branding was minimal. The services page was sparse, and the homepage header was dull and uninformative.
Our task was to redesign the website, improve its SEO, enhance the homepage, and incorporate more branding elements to make it memorable and competitive.
We began with an audit as we always do when working on a redesign, noting key issues. Then, we planned the content based on target keywords, identified new pages, and highlighted sections for the homepage.
Once we had our review and sitemap completed we started designing. During the design process, we kept the original site nearby for reference, retaining effective elements and reworking the rest. For SFES, we kept sections like the newsletter and certificates but revamped everything else to match the new branded look.
To help SFES stand out, we introduced a unique design element: one rounded corner on section images, creating a dynamic viewing experience as well as iconography and graphics specific to SFES and their content. This design echoed their existing identity used in brochures and social media posts.
The major updates during the redesign included the services and about us pages. We provided professional headshots for the team and highlighted key members with brief descriptions. The about us page and homepage featured a unique article on the time-price-quality matrix in construction, enhancing SEO and establishing SFES as industry experts. This also gives the visitors insight into the process SFES goes through when consulting their clients and aiming to provide them with top quality solutions.
The redesigned services page used the new image styling to create an engaging experience and provide space for detailed service descriptions, each service category now also had its own pages to further the SEO presence and provide further information on the service provided.
Since launching the redesign, SFES has seen steady growth in monthly visitors. Our SEO best practices and additional content helped them stand out and rank higher in searches.