Transforming Balfour Beatty Homes' online presence for improved user engagement

CMS websites

Client overview

Balfour Beatty Homes is a distinguished leader in the construction and infrastructure sector, known for its commitment to creating high-quality, modern living spaces. With over 110 years of experience, the company has established a reputation for excellence, delivering diverse projects that include hospitals, roads, schools, and airports.

The challenge

Balfour Beatty Homes faced the urgent need to modernise their online presence to align with their evolving brand identity and enhance user experience. Their existing website, built on Umbraco 8, was outdated and lacked the necessary functionality to support an efficient content management process.

The website's design did not adequately reflect their commitment to quality and operational excellence, hindering customer engagement, and compliance with the latest industry standards was becoming increasingly important.

With the goal of improving website performance and usability, Balfour Beatty Homes sought an upgrade to the latest version of Umbraco, ensuring their digital presence effectively showcased their dedication to creating exceptional living spaces.

The approach

We recognised the importance of a tailored and methodical strategy that would modernise their digital presence and resonate with their commitment to quality and customer satisfaction. By immersing ourselves in the unique needs of the business, we were able to develop a precise action plan that addressed their specific requirements.

Our collaborative efforts, rooted in thorough analysis and stakeholder engagement, enabled a smooth transition to the latest version of Umbraco, one which enhances functionality, improves user experience, and strengthens Balfour Beatty Homes' reputation in the competitive construction sector.

  • Discovery phase:

    We conducted a thorough analysis of the existing website to identify functionality gaps and areas for improvement. This included an audit of user behaviour data from Google Analytics, revealing insights into user navigation patterns and bottlenecks in the experience.

  • User needs analysis:

    We engaged in discussions with stakeholders and conducted surveys to gain insights into the needs and expectations of both website visitors and CMS users. This ensured that the new site architecture effectively addressed user requirements.

  • Content audit:

    We performed a thorough review of existing content through user testing and interviews with Balfour Beatty staff. This analysis helped us identify which content resonated with users and which was underperforming, guiding our decisions on content strategy for the new site.

  • Digital estate analysis:

    We examined the structure and functionality of other websites within the Balfour Beatty family to maintain consistency and ensure the new site could seamlessly integrate with their broader digital ecosystem.

  • Technical requirement definition:

    We outlined the technical specifications necessary for the rebuild, focusing on creating a website that was not only robust and scalable but also aligned with modern industry standards.

  • Style tile development:

    Drawing from our discovery insights, we crafted a detailed style tile that adhered to Balfour Beatty’s existing brand guidelines. This document provided a visual reference for the development of key page layouts and reusable components.

  • Sitemap enhancement:

    Our UX and strategy teams worked together to redesign the sitemap based on stakeholder feedback and analytics insights. This redesign reflected a more intuitive information architecture, ensuring users could easily navigate the site.

  • Content management system integration:

    We built the new site using Umbraco's latest version, incorporating new content components that empowered Balfour Beatty’s content managers to easily edit and manage pages without compromising design integrity.

  • SEO implementation:

    We established best practices for search engine optimisation, including 301 redirects and XML sitemaps, while refining metadata for each page to bolster search visibility and aid in smoother user transitions.

The results

The efforts to upgrade Balfour Beatty Homes' website resulted in a significant transformation, delivering a modern and user-friendly platform that aligns cohesively with their brand values and operational excellence.

Overall, the successful upgrade empowered Balfour Beatty Homes to maintain their position as a leader in the construction industry. The enhanced digital presence supports their continued commitment to delivering high-quality living spaces while remaining responsive to the needs of their clientele, ultimately reinforcing their reputation as a trusted provider in the sector.

Key outcomes from the project included:

  • Enhanced user experience:

    The new website featured streamlined navigation, faster load times, and an intuitive layout, all contributing to a more engaging and satisfying experience for visitors across various devices.

  • Improved CMS functionality:

    The upgraded content management system provided Balfour Beatty’s editors with an intuitive interface, enabling them to manage and update content efficiently. This reduced the time and complexity associated with content changes, allowing for quicker responses to market needs.

  • Increased security and performance:

    The website benefited from advanced security measures and optimised performance by migrating to the latest version of Umbraco. This ensured a stable and reliable platform that users could trust.

  • SEO and analytics optimisation:

    The implementation of 301 redirects, XML sitemaps, and meticulous metadata enhancements significantly increased the site's search engine visibility. This not only improved traffic but also equipped Balfour Beatty Homes with actionable insights through advanced user tracking, facilitating informed decision-making for future improvements.

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