44.7%increase in self-serve goal completions
1.
Background
Halton Housing is a forward-thinking, innovative and dynamic not-for-profit housing association, who evolve and diversify their services consistently to deliver an offering that is market leading, aligning with the changing needs and behaviors of their online audiences.
The association owns and manage over 7,000 homes throughout Runcorn and Widnes, employing over 300 talented members of staff who continue to drive the business into new fields to meet their promise and the main objective of ‘Improving People’s Lives.’
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7000 homes throughout Runcorn and Widnes
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300 talented members of staff
2.
Brief
As a truly digital-first business, Halton Housing were looking for a long-term digital partner to build a new, innovative and cutting-edge website. They required a solution that accurately and positively positioned the business online.
Due to the ever-changing market Halton Housing operate in, they identified the need to transform their aging site to respond to the evolving nature of their business, industry, customer base, and technology trends. The client was also keen to move away from the more standardised corporate look to something more unique, engaging and interactive.
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A Digital-first business
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Unique, engaging and interactive
3.
Objectives
The Halton Housing team had a number of objectives for the delivery of the new site:
- Deliver a scalable solution that conforms to & amplifies the digital-first strategy
- Position the brand accurately in the market, as a housing landlord
- Provide effective digital help & support to increase online self-serve rates
- Reach, engage & attract relevant audiences to improve digital adoption
- Support the wider operational efforts of the business to improve efficiencies
- Develop an intelligent structure providing clear user journeys, focusing on supporting the achievement of wider commercial goals
- Encourage greater levels of traffic growth through a more marketable approach
- Produce a market leading, innovative website across aesthetics and technology
- Improve ease of use for administrators and make content more flexible
4.
Discovery
To ensure we delivered the ideal solution to meet the project aims, we dedicated time to undertaking an initial in-depth research phase.
Our Strategy & Insights team collaborated with our Design & Development departments to audit historic performance and to plan an effective and intelligent new approach.
We utilised the research, data, and knowledge acquired from this phase to intelligently inform our decision-making process for the new website.
Our analysis encompassed performance, technical, creative, market and audience research to enable us strategically plan the website structure, content, inclusions, UX/UI, functionality, and design approach.
5.
Design & build
Taking the learning from our discovery phase, the final structure was agreed and included a number of key new features and improvements to the user journey.
The insights derived enabled us to meticulously plan each of the bespoke page templates that would be used to build out the wider sitemap.
We developed a set of modern digital brand guidelines, defined an online style guide and created new personas for the business. This was then adhered to throughout the creative and technical development phases of the website. The site was built using innovative development techniques in a flexible WordPress system, maximising the adaptability of the site. Beautiful animation and a user-centric development strategy ensured an intuitive and engaging experience for users across devices.
Quick Facts...
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Video & 360
New visual assets commissioned to align with digital brand guidelines -
Integrations
Full seamless integration with existing CRM system -
Resources
Calculators, tools and help & support content created -
Custom Search
Bespoke, intelligent sitewide search functionality incorporated -
Data Visualisation
Tailored animation of editable performance & insights data -
Strong UX & CTAs
Responsive, goal driven approach with improved UI & loadspeed
6.
Results
A new, industry-leading website for Halton Housing that focuses on commercial performance whilst ultimately meeting the needs of their customers and internal stakeholders.
It has been an absolute pleasure to work with such a forward-thinking business and communications team whom we have collaborated closely with throughout the entirety of the project to ensure we provided the best solution possible. We’ve built a strong relationship and we look forward to continuing our work together across a wider range of marketing and ProSupport services.
Halton Housing & Clicky / Discovery, Web Design & Development
65.5%increase in main KPI metric
23.4%reduction in bounce rate