Objectives
DEMONSTRATE RED AS A GLOBAL LEADER IN THE DESIGN OF COMPLEX BUILDINGS AND PROVIDE A SYSTEM FOR MARKETING AND SALES ENABLEMENT
The RED website had previously existed as a legacy platform resulting from the acquisitions by Tractebel and Engie Impact. Although the business functioned within the group structure, the former website(s) fell short in meeting the sales and marketing requirements due to outdated user experience (UX), editing functionality, limited integration options, and inadequate IT security measures.
The new website aimed to realign the business vision with relevant content, structure, and associated expertise. This required the incorporation of rich media, visualised and structured content, and strategic marketing communications tactics. The primary goal was to position RED as a visionary, inspiring, and knowledgeable leader in the delivery of complex building designs for data centers and built environments. The site underwent a comprehensive website review, eliminating legacy information and refocusing on active business areas. Central to the objectives was the creation of a visually appealing and user-friendly experience to support the business development goals.
Solution
Aligned with marketing to plan and develop a technically sound website project.
NXT supported the client team by organising sprints through project management software, Monday.com, to establish a quality assurance plan. Collaborating closely, we categorised project items into stages to create a visual roadmap, facilitating broader collaboration, approval, and sign-off from the management committee. Visual milestones were set to meet fixed deadlines. The scope encompassed all project tasks, respective departments, and teams, helping define key milestones during our regular project planning sessions. This solution aimed to empower an efficient project team, addressing both internal and external communications for project success.
Technical Features
- Full project strategy and research collaboration
- UX web audit and re-brand
- Umbraco CMS upgrade and website re-build
- Google CWV and Lighthouse optimised
- Content and technical structure developed for organic SEO
- Hubspot CRM Integration
- Creation of MQL and SQL lead management plans
- Azure tenant management
- Quarterly strategic consultancy reviews
- Security and Performance audits
CREATING A FUTURE PROOF APPLICATION SUPPORTING BUSINESS NEEDS
- Customised brand delivery to enable new visual identity into the new website presence
- Re-development of an existing legacy Umbraco project into the latest Version Umbraco CMS build in .NET 8 / C# / MVC and bespoke API services
- Custom Umbraco forms feature development enabling customised delivery of form management
- Bespoke event management functionality to support; exhibition engagement, contact sharing and a reporting suite within Umbraco CMS
- Integration of application forms with Hubspot API to enable user tracking and lead scoring
- Upgraded the clients Azure Tenant to ensure full access to logging, alerts, security centre and optimisations for performance and cost spends
- Reporting of tracking and application performance
- Slick user experience for all users with mobile strategy
Result
32% increase in site-wide measurable Conversion Rates and 115% uplift in career engagment activities
The new platform delivers updated; tracking, measurement, and reporting of all conversion factors. The primary goal is to provide the marketing team with high-level insights into user content needs and their associated activities. This, in turn, enables the creation of a flexible content and publishing website roadmap for the team.
To facilitate these improvements, new levels of custom administration were implemented via Umbraco CMS. This allows multiple user levels to access, create, approve, and publish content across various sections of the website. Delegated access and procedures for producing future web content have also been established.
While the site is still in the early stages of organic re-indexing performance, regular management and reviews are integral components of our ongoing commitment to supporting the RED team. Early statistics indicate significant increases in site-wide conversion rates for performance benchmarks.
NXT's professionalism, expertise, and dedication have been instrumental in achieving our website redevelopment goals. We highly recommend NXT to any organisation seeking exceptional web development services Senior Marketing Manager, RED Engineering Design