Issue
Play Area Hygiene Services (PAHS) were looking to redesign and relaunch their website. Their old website was dated and wasn’t overly user-friendly, so they wanted a new design with a modern, sleek and professional look which differentiated PAHS from competitors and was built with the user in mind.
A key driver which encouraged PAHS to update their website was their growing business presence across other online platforms. With Director, Elliott Myatt, continuously pushing videos out on LinkedIn to showcase PAHS business progression and consultative customer approach. They wanted an impressive website that was going to further encourage the traffic coming from this growing recognition to find out more about the business, request a consultation or purchase play area equipment to fill their soft play attractions.
In this competitive industry, their hope was that a new website would put them on the map and allow them to compete harder in the market through their customers’ ability to purchase online.
Solution
Having traded for over 20 years, PAHS now being passed from father, Adrian, to son, Elliott, and his business partner, Guy; maintaining the identity of the well-established brand was a must.
Having already worked with Roots to Market (Roots) on a past design project, PAHS came to Roots for help and guidance. The team at Roots held research and design meetings with Elliott to understand and establish key product and service information, differentiators, customer needs and buying processes. Roots understood that the recognisable branding was important to maintain and so their developer and designer worked hard to weave the PAHS bold and engaging colours into a modern, professional design.
Along with updating the aesthetics of the site, both Roots and PAHS highlighted that the shop functionality of the site needed a complete overhaul to make it more user-friendly. The Roots team liaised with PAHS to format multiple product spreadsheets to ensure that the shop ran smoothly and contained all the bespoke, standard and orderable play area equipment that PAHS either source or create in-house.
Outcome
The project was undertaken across the course of 7 months, as both parties wanted to ensure that the website was not rushed and met the professional, user friendly brief. The Roots team became a valuable source of knowledge for PAHS offering advice on anything from imagery on the website to what steps PAHS needed to take in order to make the ecommerce side of the site GDPR compliant.
Working alongside PAHS outsourced SEO specialists, Roots ensured the traffic from the old site was redirected to the new pages and that the new site was fully optimised for search.
Within the first month of launching the website:
- Users have increased by almost 14%
- Page sessions have increased by 57.41%
- Session durations have increased by 66.26%
- Bounce rate has decreased by 16.37%
Demonstrating a more engaging website for users.
“Roots have been a great source of knowledge throughout the whole website project. Not only did they give guidance on how to create a website that was going to be modern and user friendly, they also made sure that every element of our website met GDPR requirements. I would recommend the team at Roots to anyone looking for a marketing agency that are understanding and flexible to the pressures and time constraints of your business. We are already doing further project work with the team, not only due to their ability to deliver great work that sparks interest around our business but because they are happy to work collaboratively with our other outsourced suppliers – they’re basically an extended part of our team!”
– Elliott Myatt, Director of PAHS Ltd and The Plastic Company.