An informative, modern, and user-friendly website that captures the needs of an array of different stakeholders.
- Middleton Group
The Middleton Group are a leading Australian engineering consultancy, who service national and international clients from their offices in Melbourne and Sydney.
Middleton Group were using a Wix website which no longer served the needs of the business or their clients. At the initial stages of this project, we were able to identify what was contributing to the site’s poor performance, which included confusing website structure, unclear user journeys and the site was unresponsive and not compatible across different devices.
Our Goals:
Upon completing our initial discovery phase of brand persona, competitor analysis and stakeholder needs, to understand the business objectives in addition to the limitations, The Digital Embassy were able to design a new website that would reinforce who the organisation are, what they do and what they stand for.
The Middleton Group website was shifted to the WordPress for Business CMS, known for its ease-of-use content management for simple and flexible editing ongoing. This WordPress solution developed by The Digital Embassy utilises unique features that reside within a development framework that not only enhances website security and functionality but also makes it easier for Middleton Group employees to make ongoing content changes, allowing them to autonomously handle the day-to-day maintenance of their site.
The 3 main areas of business to portray, were:
We found it imperative to highlight these key areas with users from the start of their visit. To achieve this a hero carrousel was used on the home page at full screen to make an impact when users first visit the site.
To allow these three qualities to shine through, minimal branded elements were utilized and opted for a clean and simple approach by using just the logo and brand colours. This allowed their work and team to be the standout feature that differentiated them from their competitors.
Further, we utilized icons throughout the website where there was the need to bring essential content to the forefront. We felt this particularly important on areas of the website that were content-heavy as it allows users who skim read to still leave the site with the key takeaways.
In order to establish and extend trust with their stakeholders it was important to showcase the following:
The previous Middleton Group website was not compatible with mobile devices which caused functionality issues for a growing mobile user market and in particular, brand perception of potential clients. Mobile usability is increasing, and it was important that Middleton Group had a responsive page that would perform effectively across desktop and mobile devices.
Prior to launch, all previous web pages were redirected to ensure Middleton Group did not lose any of their market power in search. The website is also now connected to Google Analytics and Search Console to allow the client to monitor important data to assist in business decisions.
