Driving conversion and enhancing user experience for Bruntwood Works
Client overview
Bruntwood Works, part of the Bruntwood Group, is one of the UK’s largest property providers, managing vibrant office, coworking, retail, and leisure spaces across various regions, including Cheshire, Manchester, and Leeds. Their mission revolves around creating communities that nurture growth and innovation for businesses and their local environments.
The challenge
Bruntwood Works faced a complex set of challenges as they endeavoured to enhance their digital presence and improve user engagement across multiple websites. They needed a clearer understanding of their key customer segments and how these audiences interacted with their existing websites. Specifically, they sought answers to critical questions such as:
What information are key segments searching for on their sites?
How do visitors perceive Bruntwood’s offerings based on the current website experience?
In addition, Bruntwood aimed to develop a more streamlined and integrated content management system that would alleviate the burdens on their marketing team. Their objective was to enable easy internal management of various microsites while also implementing effective conversion rate optimisation strategies to boost engagement and sales.
What information are key segments searching for on their sites?
How do visitors perceive Bruntwood’s offerings based on the current website experience?
In addition, Bruntwood aimed to develop a more streamlined and integrated content management system that would alleviate the burdens on their marketing team. Their objective was to enable easy internal management of various microsites while also implementing effective conversion rate optimisation strategies to boost engagement and sales.
"We approached CTI Digital to support with our place brand websites following a number of recommendations. We were delighted with the quick turnaround with the team, and the ease of getting the sites built on time and to budget. The CMS are very user intuitive, and we are thrilled with the outcome."— James McCracken Head of Marketing, Workspace and Digital
The approach
With a clear understanding of Bruntwood Works’ desire to enhance their digital presence, our approach combined in-depth research, innovative technology, and design that resonated with their brand ethos. We aimed to create a cohesive, engaging experience across all their microsites by prioritising user insights and streamlining content management. This would not only elevate their online presence but also empower their marketing team to operate more efficiently.
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In-depth research and user insights:
We conducted extensive quantitative and qualitative research to map user behaviour on Bruntwood's websites. This involved analysing customer journeys to identify key content needs and pinpoint drop-off points that hindered conversions. -
Creating minimum viable prototypes (MVPs):
We developed MVPs that showcased our proposed solutions, gathering feedback through user testing. This iterative approach allowed us to refine our concepts based on real interactions, ensuring that our final design was user-centric. -
Integrated Umbraco CMS:
By implementing Umbraco, we streamlined the management of multiple microsites, resulting in an intuitive editing experience for Bruntwood’s marketing team. We ensured that the CMS enabled them to make timely updates without duplicating content, which is crucial for maintaining SEO performance across their sites. -
Design execution:
Our team crafted a dynamic design system that encapsulated Bruntwood's vibrant identity, ensuring a consistent brand experience. This design not only resonated with their core values but also prioritised user-friendly navigation, making each microsite visually appealing and accessible. -
CRM integration:
We connected the microsites with their CRM, enhancing data management capabilities. This integration empowered Bruntwood's marketing team to leverage user insights for targeted engagement, while the addition of 3D tours enriched the user experience without compromising site performance.
The results
We successfully addressed their unique challenges and aspirations for a more engaging digital presence. This partnership not only focused on immediate improvements but also laid the groundwork for long-term growth and adaptability in their competitive sector.
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Heightened user engagement and improved conversion rates:
Our research led to actionable insights, resulting in 30 immediate ‘quick wins’ for enhancing conversion rates, along with recommendations for 56 high-priority and 40 medium-priority changes tailored to user needs. These strategies effectively increased lead generation across all websites. -
Streamlined content management with Umbraco:
The implementation of Umbraco empowered Bruntwood's marketing team to efficiently manage their microsites, enabling timely updates and reducing operational overhead. -
Cohesive brand experience:
Our living design system ensured consistency in Bruntwood’s brand identity across all sites, enhancing recognition and appeal to potential clients.