Project Background.
In 2023, PES (UK) Limited recognised that their website need updating both aesthetically and technically. Slow loading times, an outdated design, and complex navigation meant missed opportunities to convert visitors into leads, while an expensive, non-open-source CMS meant that updates were painfully slow to action. They came to Insight looking for an overhaul of their site, alongside a brand refresh to bring their online presence up to date.
Sector
Engineering
Project Timeline
May 2023 - Nov 2023
Supported In
For over forty years, PES (UK) Limited have been a world leader in supplying high-quality engineered products and services to various sectors, including energy and aerospace. With a reputation for precision and performance, PES knew their old website was letting them down.
When PES approached our team, they had already asked the hard questions of themselves and had a few ready for us, too. How difficult would it be to change things on the website with Insight? They wanted to be able to easily edit content themselves. Will the site be scalable? They’re always innovating and offering new products and services. How responsive will Insight be? They were tired of playing chase with their old provider.
In turn, we proposed a bespoke WordPress website that could be easily edited and scaled in-house. Rapid response was a given, as we pride ourselves on being on hand to support our clients, offering a same-working-day reply. And so, a partnership was formed, and the work began.
The challenges.
Site Restructure
PES’s original website had an overly complex sitemap with various page levels that made navigating the site and managing content incredibly difficult. This not only negatively impacted the user experience but also the site’s SEO performance. Many pages contained small amounts of low-quality content that sent the wrong message to search engines about the company’s knowledge and credibility. Our task was to streamline the sitemap in order to create a more intuitive user journey and improve the site’s search engine ranking.
Technical Product Offering
The huge range of technical products and services offered by PES was a significant challenge, both in terms of simplifying site navigation and to our understanding as outsiders. Initially, there was concern about whether we could fully comprehend the technical nature of PES’s offerings in order to market them to a global audience. We knew that to create a clear path between users and the products or services they were looking for, we’d need intuitive categorisation and a thorough understanding of the complex technical products being offered.
How we helped.
By focusing on PES’s concerns from their initial meeting and placing these alongside their objectives for the future, we identified three critical success factors for the project – scalability, responsiveness, and a user-friendly CMS.
- Scalability – We began by thoroughly analysing the sitemap and URL structure. Our goal was to create a platform that could change and grow alongside the company. Through a comprehensive review process utilising collaborative Miro boards for visual structuring and looking at SEO and user experience (UX), we successfully redefined the website’s architecture.
- Responsiveness – As an agency, we prioritised being highly responsive to PES’s needs. This commitment was reflected in our agile project management and prompt communication, ensuring that PES felt supported and informed throughout every stage of the project.
- CMS and Backend Accessibility – A straightforward, easily manageable CMS would be the backbone of the project. WordPress was chosen for its flexibility, allowing PES staff to make updates and edits independently for improved autonomy and efficiency.
Alongside the site rebuild and targeting the established success factors, we also carried out a range of other tasks to ensure the new website wasn’t just fit for purpose, it was prepared for the future.
- Brand Refresh – To align PES’s online presence with its market leadership, we carried out a brand refresh that included updating the logo and colour scheme and establishing new brand guidelines. The refresh brought a modern update to PES’s visual identity, making it more appealing on and offline.
- Compliance – We ensured the website was legally compliant by incorporating GDPR form disclaimers, a cookie policy, a privacy policy, an acceptable use policy, and terms and conditions – all components that were missing from the old site.
- Performance and SEO – In line with our initial concerns about the website’s speed, our package included optimisations to ensure fast loading times. Our content strategy used existing content as a foundation, with new, SEO-optimised content written for key pages. While the initial focus was on design and UX, plans were set for a future phase dedicated to content strategy and creation.
The Results.
The overhaul of the PES website has received fantastic feedback from both their internal team and their clients. Users have given positive feedback on the site’s user-friendly navigation and striking visual design. The refreshed online presence not only mirrors PES’s stance as leaders in the engineering industry but also strengthens their online presence, distinguishing the brand and setting them leaps ahead of their competitors.
The future.
Our partnership with PES continues as we now have the role of hosting and maintaining their website, ensuring it remains an effective tool for their business. The three success factors – scalability, responsiveness, and CMS accessibility – remain at the forefront of our strategy.
Looking ahead to future projects, PES plans to further boost their online presence by collaborating with us on content and SEO optimisations. We look forward to continuing to support PES’s growth and ensuring their website evolves to meet the changing needs of their business.
