Using audience requirements to guide content decisions
It’s always a challenge for companies to keep up with audience expectations and digital trends. The starting point of this project was understanding Ashtead's audience requirements and focusing on improving site usability.
Our annual Webranking survey provides up-to-date insight into corporate audiences and their expectations. Combining our Webranking insights with web analytics, it became clear that much of the content could be stripped back for an improved user journey. Reducing the content helped Ashtead tell the company story that had been buried in the previous site. We created a new top-level navigation that provided an easy overview in a dropdown menu and updated messaging to more clearly communicate Ashtead's corporate agenda.
A solid website platform
To maximise efficiency, the website was built on our Website as a Service (WaaS) platform, a secure, GDPR compliant and scalable solution.
The flexibility of WaaS meant that when one of the Ashtead Group businesses went through a rebrand just before launch, we were quick to adapt content and layouts to accommodate. We believe flexibility and the ability to make updates quickly and regularly are vital, otherwise a site risks becoming a historical document and not forward-looking.