The initial brief from LECNA was to update and modernise their website, since their existing site no longer suited their brand. The content was outdated and incomplete and they couldn’t make any changes to the content themselves. So they needed a light, contemporary site that would promote engagement and encourage the community to use their services.
Expanding the initial brief
Their initial concern was therefore on both ease of use and aesthetics. However, further conversations revealed two further problems. The first was that they had no way to distribute key reports and other information that are required to meet legislative obligations. The second was that their visibility on search engines was very poor, resulting in poor traffic and extremely low engagement.
Increasing functionality and visibility
As far as usability was concerned, LECNA wanted to clearly present all their services, so that people didn’t need to hunt around in menus to find what they needed. So a visual display of their services was essential. If these services could be presented in different formats this would also ensure greater engagement and uptake by the community. Incorporating their social media presence with their website was also a requirement, as this would help to promote their services and increase their online visibility.
A final goal was to increase the number of people subscribing to their newsletter, as this would allow LECNA to build a loyal following, as well as enable them to retarget interested community members.
Summary of goals
It became clear, very quickly, that while a quality custom-designed website was essential to clarifying and disseminating their brand message, it was also a necessary business improvement. Their new website, therefore, was not only required to increase traffic and engagement, but also to streamline efficiencies, both in terms of time and staff labour, as well as to ultimately, increase revenue.
The overarching goal of LECNA’s new website was to increase revenue. There were many ways to achieve this goal with the first being to design a custom website that was easy to use and would appeal to the wider community.
Increasing functionality and visibility
To increase online visibility, content needed to be rewritten or updated, multimedia created and designed to engage with the community and the site needed to be optimised for search engines.
The website’s functionality needed to be designed so that staff could easily update future content, add new pages, videos and images, and collate statistics that can be used in their reporting procedures. In addition, visual representations of LECNA’s services needed to be added to the home page, increasing engagement and user experience.
A clear call to action was required on the home page, so that visitors can easily subscribe to their newsletter. This will allow staff to create a mailing list that can be used to keep subscribers up to date with new services, community projects and upcoming events. Finally, their new site needed to be simple, fast loading, match their existing brand and include access to their Facebook page.
- Develop a new, modern and contemporary WordPress website.
- Site needs to be easy to use and navigate.
- Appeals to a wider community.
- New content to be written and old content updated.
- Multimedia to be created that promotes services and engages the community.
- Social media posts and links to FB page installed.
- Services to be presented in visually appealing formats.
- A CTA added for visitors to subscribe to the LECNA newsletter.
- Site to be streamlined, fast loading and optimised for search engines.
- Staff require the ability to add new content, videos and images.
- Statistics to be easily accessible for legislative reporting.
LECNA now has a new WordPress website that has been tailored to suit their specific business needs and target market. It’s easy to use and navigate for their visitors (since it’s a WordPress site), and adding new content, videos and images is a breeze for their staff.
Along with the main horizontal navigation bar which clearly displays all their services, there are two additional areas on the homepage that present their services in a more visually appealing format. This makes it easy for visitors to decide which services they require and to find more information.
There’s also a very noticeable call to action that encourages visitors to sign up for the LECNA newsletter, as well as a link to their FB page and examples of the most recent posts. In addition, interviews with clients were uploaded and high resolution images used throughout the site.
- Services in the main menu bar and two additional visual formats on the home page.
- Noticeable call to action text box to encourage newsletter subscriptions.
- Clear link to FB page and display of most recent FB posts.
- Creation of multimedia and use of high-grade images.
Increasing online visibility
The website is modern and matches their existing brand. With the new content and updated code it’s fast loading and optimised for search engines. All of these improvements have given their online visibility a significant boost, resulting in a greater amount of organic traffic as they move forward. As access to their services has been prioritised on this site, their revenue should increase accordingly.
- Modern and updated website that matches their brand.
- New and updated written content.
- Fast loading in visitor’s browsers.
- Optimised for search engines.
Increasing engagement and conversions
LECNA had no information on their previous website’s visitors or conversion rates. However, following the launch of their new website in mid-January 2021, and after 28 days, they had 594 active users on their site, along with 44 goal completions and a 5.89% conversion rate. These are outstanding results for such a short period of time following their launch!
Essentially, GO Creative streamlined their business processes and made the user experience easier and more satisfactory. We reduced the staff’s stress levels by giving them the ability to make changes to their website themselves and facilitated the ability to distribute key reports and information important to their legislative obligations.
GO Creative are very proud to have assisted LECNA in developing their new website and wish them all the best in their future community endeavours.