Royal College of Occupational Therapists grows online presence with 49% increase in organic mobile traffic
Client overview
The Royal College of Occupational Therapists (RCOT) is the largest professional body representing occupational therapists in the UK, with over 32,000 members and 14,000 website users. The organisation promotes the values and benefits of occupational therapy to the public, service commissioners, and policymakers. Their website serves as a vital hub for professional information and resources, particularly for young people, those with physical and mental disabilities, and older individuals.
Since 2017, we have worked with RCOT on numerous projects, including hosting and support services as well as user experience (UX) design, ensuring they can effectively engage with their community.
Since 2017, we have worked with RCOT on numerous projects, including hosting and support services as well as user experience (UX) design, ensuring they can effectively engage with their community.
The challenge
RCOT aimed to establish itself as an indispensable online resource for its members and the public, but the existing website was outdated and difficult to navigate. This created barriers for users trying to access vital information. The vast amount of content had become unwieldy, making it challenging for visitors to find what they needed.
The website’s lack of responsiveness made it particularly difficult for mobile users to access information, resulting in a frustrating user experience. Engaging users was becoming increasingly difficult as most visitors struggled to interact effectively with the resources provided.
Finally, the site had not been optimised for search engines, which hindered the organisation’s visibility and ability to attract new members. Recognising these substantial limitations, RCOT sought to develop a modern, user-friendly website that would streamline navigation, enhance content accessibility, and effectively engage users, thereby better serving their community and achieving their organisational goals.
The website’s lack of responsiveness made it particularly difficult for mobile users to access information, resulting in a frustrating user experience. Engaging users was becoming increasingly difficult as most visitors struggled to interact effectively with the resources provided.
Finally, the site had not been optimised for search engines, which hindered the organisation’s visibility and ability to attract new members. Recognising these substantial limitations, RCOT sought to develop a modern, user-friendly website that would streamline navigation, enhance content accessibility, and effectively engage users, thereby better serving their community and achieving their organisational goals.
— James Patterson British Association of Occupational Therapists Ltd“CTI have been hugely important in us developing how we deliver our digital tools. I would highly recommend them for their thoroughness, attention to detail and always friendly and helpful approach!”
The approach
To facilitate the transformation of RCOT's digital presence, we implemented a cohesive strategy focusing on user needs and future scalability. This new digital platform aims to deliver valuable resources to RCOT's members and supports their mission of promoting occupational therapy across the UK:
-
Discovery phase:
Extensive research to gain insights into existing website content and user interactions. This involved interviews, surveys, and traffic analysis to understand user behaviour better and inform design decisions. -
Unified framework development:
Developed a bespoke framework using Drupal to standardise branding and functionality across all digital properties. This ensured consistency in design and reinforced RCOT's brand identity while simplifying website management. -
Content streamlining:
Collaborating with stakeholders, we assessed existing content and migrated the most relevant information to the new site. This involved refining content for clarity and relevance, making it more accessible to users. -
SEO optimisation:
Following on from the content streamlining, our SEO team implemented keyword strategies to enhance organic search visibility and drive traffic to the site. -
Responsive design:
Ensured the new site was fully responsive, prioritising mobile usability to improve accessibility and engagement for users accessing the platform on various devices. -
Training and ongoing support:
Provided comprehensive training for RCOT’s internal teams, equipping them with the necessary knowledge and skills to manage and maintain the website effectively.
The results
Our work with RCOT has resulted in substantial improvements that reflect the power of a strategic digital overhaul. Through this work, we have laid the groundwork for continuous improvement and innovation in their digital strategy, ultimately enhancing the delivery of support and resources to occupational therapists across the UK:
-
The new responsive design has dramatically improved access for users on mobile devices, leading to increased engagement.89%increase in mobile traffic
-
Enhanced navigation and user experience have resulted in more visitors staying on the site longer, indicating greater satisfaction.43%reduction in bounce rates
-
Streamlined content and improved navigation have encouraged users to engage more deeply with the available resources.51%increase in organic page views
-
The new responsive design has significantly improved access for users on mobile devices, driving more visitors to the site.49%increase in organic mobile traffic