It was important that all employees were involved, because the website reflects their vision and values, and so many of them are involved in the new business process.
Process:
- Mission, Vision and Values analysis
- Search Term analysis
- Website scoping
- Design, build and launch
- Ongoing SEO (Search Engine Optimisation)
1. Mission, Vision and Values: we ran workshops with all the employees to establish their MVV and to ensure that the new website would be aligned with these. We felt this was an important part of the process, because they are highly qualified specialists who ought to be consulted, to have their say in the messages and what it says about them. This way what they communicate to clients (current and prospective) would be congruent with what we produced, and they would have a deeper understanding of, and respect for, the company with whom they have chosen to make their career.
2. Search Term Analysis: we spent time considering these, both from NPA’s perspective and from their clients and prospects, arriving at an understanding of how the website should be structured to meet the wide range of Searches and visitor requirements.
3. Website scoping: we spent time discussing the website, considering the User Experience (UX) and Journey, in order to arrive at a comprehensive site which was optimised to meet everyone’s requirements.
4. Design, build and launch: the website design was carefully created and tested to give visitors the best experience of NPA’s areas of expertise and business. It was built on WordPress using code that google would find easy to search and rank on the Results pages – a key part of SEO. The copy was written by the client following our guidelines and direction, and they supplied the photography too.
5. SEO: we drew up a campaign plan targeted at key Search Terms. To manage this we set up a programme of SEO activities which NPA create and implement themselves, under our guidance and direction.
The new NPA website was launched in March and, although it is too early at the time of writing to compare visitor statistics against those of the previous site, it looks as if it will perform well in Search and has delighted everyone involved.
