logo

WordPress Development Agency

020 3355 8747

Message Us
  • Home
  • About Impact®
    Learn More About Impact Media®
    • Meet The Team
       
    • Our Process
       
    • Why WordPress
       
    • Careers
       
    • Giving Back
       
    • 10K Tree Challenge
       
    James Coates
    Schedule a discovery call with UX Specialist James
    Book A Call
  • Our Services
    Learn More About Our Services
    • WordPress Web Design
       
    • UX Design
       
    • WordPress Web Development
       
    • WordPress Support & Maintenance
       
    • WordPress Multisite
       
    • WooCommerce Development
       
    • Replatforming To WordPress
       
    • Integrations & Plugins
       
    • Conversion Rate Optimisation
       
    • WordPress Training
       
    • UX Website Review
       
    • WordPress Health Check
       
    James Coates
    Schedule a discovery call with UX Specialist James
    Book A Call
  • Case Studies
  • Insights
  • Contact Us
WordPress Development Agency
020 3355 8747
logo logo
Book A Call
Back
Menu
  • Home
     
  •  
    About Impact Media
    Learn More About The Impacters
    • Meet The Team
       
    • Our Process
       
    • Why WordPress
       
    • Careers
       
    • Giving Back
       
    • 10K Tree Challenge
       
  •  
    Our Services
    Discover How We Can Help
    • WordPress Web Design
       
    • UX Design
       
    • WordPress Web Development
       
    • WordPress Support & Maintenance
       
    • WordPress Multisite
       
    • WooCommerce Development
       
    • Replatforming To WordPress
       
    • Integrations & Plugins
       
    • Conversion Rate Optimisation
       
    • WordPress Training
       
    • UX Website Review
       
    • WordPress Health Check
       
  • Case Studies
     
  • Insights
     
  • Contact Us
     
020 3355 8747
Mon - Fri • 9am - 5pm
Message Us
Close
Download Our Agency Price Guide
Download and discover our hourly, day and retainer rates including our bulk hour discounts.

Close
What To Expect From Booking Your Discovery Call with James
photo
1
Book your time using the scheduler below.
Let’s find a good time for us both to speak so we can dedicate the time to understand your frustrations and challenges.
2
Receive a Short Email Questionnaire
If I have any questions before our call I will email you, this could be for me to carry out some initial research so I’m all up to speed.
3
Video Conference Call
To discuss your challenges, being able to see my screen I can demonstrate ideas and tactics to help reach your objectives.
photo
What To Expect From Booking Your Discovery Call with James
1
2
3
Book your time using the scheduler below.
Let’s find a good time for us both to speak so we can dedicate the time to understand your frustrations and challenges.
Receive a Short Email Questionnaire
If I have any questions before our call I will email you, this could be for me to carry out some initial research so I’m all up to speed.
Video Conference Call
To discuss your challenges, being able to see my screen I can demonstrate ideas and tactics to help reach your objectives.
Home / Case Studies / WordPress Website Redesign To Improve UX & UI While Protecting SEO Performance
Home / Case Studies / WordPress Website Redesign To Improve UX & UI While Protecting SEO Performance
Back
Hanningfield
Clear Business Finance Website Design
Previous

Creating A Scalable Modular Content Driven Financial...

Website Build
AL Archive Case Study Image
Up Next

WordPress Support & Managed Hosting Upgrade For...

WordPress Support

WordPress Website Redesign To Improve UX & UI While Protecting SEO Performance

Project Type
Website Build
Industry
Manufacturing
Hanningfield Process Systems design, manufacture, supply and install specialist machinery, for businesses across a number of sectors.
View Website
hanningfield case study headerhanningfield case study header mobile

Project Summary

Hanningfield Process Systems have been an Impact client for over 10 years, and we are their Support & Maintenance partner.

 

They needed a new modern, responsive website, with better usability, a stronger product focus, and that would protect their established search rankings.

 

We delivered an easy to use and manage responsive WordPress website, built around a strong user experience for their global audience. Products are given greater focus with bold imagery, and easy to digest product information. A thorough and careful migration process was followed to protect their established rankings.

 

Key Features

  • Strategy Workshop
  • UX Design
  • WordPress Web Design
  • WordPress Web Development
  • SEO Best Practice
  • Integrated With Campaign Monitor
  • Events Management
  • Support, Maintenance & Hosting

Challenge & Objectives

Hanningfield decided it was time to redevelop their website, as the old site was not responsive, was looking dated, and they wanted to give it a stronger product focus. This needed to be achieved whilst making the user experience better for those visiting the site, and those managing it day-to-day.

 

The old site performed well in organic search, so ensuring the preservation of rankings and their solid backlink profile was of great importance.

Key objectives:

  • A fully responsive website
  • A modern look and feel
  • Stronger product focus
  • Improved user experience
  • Easy to manage and update
  • Protect established organic search rankings
Legacy Website
hanningfield legacy site
Hanningfield Legacy Mobile Website Design
PAGESPEED SCORE
F
(%)
Hanningfield Legacy Mobile Website Design
PAGESPEED SCORE
F
(%)
hanningfield legacy site

Solution​

Wireframes & Visual Design

The process began with a workshop to identify the website and stakeholder requirements. 

 

From the findings of the workshop, we were able to wireframe the key page templates for desktop and mobile views, showing the client where important features would sit in relation to each other, and how user journeys would flow through the site.

 

Once the client was happy with these, we moved on to the visual design, again, for both desktop and mobile, giving the client how their new responsive website would appear on different devices.

Hanningfield - Wireframes - About-Contact
Hanningfield - Wireframes - Careers
Hanningfield - Wireframes - Homepage

Information Architecture

Whilst certain key page types were to be carried over from the old site, others where to be consolidated or moved for a better user experience; primarily in the about and resources sections. 

 

The about section is used to display the important quality assurance and accreditations expected of a business in their industry. It is also home to their environmental and quality policies, company profile, and manufacturing processes. 

 

We also made the resources section more user friendly, bringing together all of the information someone could need, in a range of formats. 

  • Brochures with downloadable pdfs
  • Technical articles
  • Case studies
  • A video library
  • A glossary - for technical and industry terms

Each of these sections was broken down into categories, to make accessing the right information easy.

Eye Catching Modern Homepage

The homepage needed to be more visually interesting to capture the attention of those arriving on the site. We created a video hero, using a professional video that Hanningfield had commissioned via a third party media company. The homepage and pages across the site, makes greater use of high quality imagery.

 

There is a very clear onward journey from the homepage, to products, along with strong social proof in the form of the highly recognisable logos of the brands they work with.

Mobile
Tablet
Desktop
Hanningfield - Responsive - Mobile Design

Greater Product Focus

The new site was designed with placing greater focus on products and services in mind. The top level products page and navigation, break out the 4 core product area categories that Hanningfield’s products sit under.

 

These four areas then take users to product pages for each product type, giving users:

  • key information
  • features
  • benefits
  • technical information
  • brochures
  • videos
  • specific models available

There is a specification table on page, dynamically pulling through key information on all of the models available of that product type, for easy comparison. There is a ‘request more information’ form on each page, and for those looking to request a quote, there is a link to an RFQ form.

 

From here, users looking for full information on a specific model of product, can then navigate to a page for that model, to access even greater detail. Once again, any related brochures, videos and technical specification details are dynamically pulled through, and a contact form, and link to request a quote are present on each page.

 

Professional product photography is used to bring this section to life.

 

A similar approach was taken to the Services section, although here the same structure wasn’t required. Hannigfield’s Technical services are split out into their 4 areas, each with a page given greater detail on what watch service involves.

hanningfield homepage visuals

Industry Spotlights

Hanningfield manufacturer and service numerous industries, but have a particular focus on 5 core industries. The industries page, breaks these out, with each industry having its own page, highlighting Hannigfield’s experience products and other information relevant to a user looking for evidence of sector specific expertise.

 

Each of these pages also displays the logos of some of Hannigfield’s customers within each vertical. This offers users great validation and evidence that Hannigfield are hugely experienced in these sectors, and trusted by some of the biggest brands.

 

The industries section can grow with Hanningfield, allowing them to add further industry pages, as they wish.

Making Contact Simpler For Users Worldwide

The contact page includes the usual form a user would expect to see, but also a separate Global Agent Search, so users can find their nearest agent worldwide.

 

There is also a country selector drop down in the header, for the various Hanningfield locations – which updates the contact number in the header to the one for the location selected.

News & Exhibitions

The previous news page wasn’t very user friendly or easy to navigate. To address this, we added a search and included featured images and excerpts, to make it easier to view and digest. We also created a newsletter sign up call to action, helping Hanningfield to grow their marketing audience, and keep them up-to-date on new products and services.

 

The Exhibitions pages make use of Events Calendar Pro. Users can view upcoming events, as well as past events. Upcoming events pages make it easy for a user to add event details straight to their calendar with a single click.

A Focus On Organic Search

As mentioned previously, protecting Hanningfield’s organic rankings and backlink profile was high on the agenda. 

 

We ensured important pages in terms of backlinks, and ranking keywords, were preserved, and careful redirect mapping was carried out.

 

More granular goal tracking was implemented, to help Hanningfield assess their best converting channels, and to make sure that they are providing their audience with the right materials, at the various stages of their buying journey.

Hanningfield - Homepage Design
Hanningfield - About Page Design
Hanningfield - Careers Page Design
Hanningfield - News Page Design
Hanningfield - Products Page Design

Technology & Plugins

  • Gravity Forms - to manage form data and personalisation
  • Campaign Monitor integration - for email automation
  • Elementor - for easy on-brand page building for the Hanningfield team
  • ACF - for several custom post types to manage Hanningfield's product catalogue
  • Yoast - for ongoing SEO efforts
  • Google Tag Manager - for ease of implementing tools and tracking
  • Events Calendar Pro - to manage the Exhibitions section
Website Technology Used for Hanningfield

Results

The website has been a great success, with Hannigfield and their client’s delighted with the new look and feel. Usability has improved greatly for both website visitors, and the Hanningfield team who manage the site day to day.

 

The old site performed well in organic search, so ensuring the preservation of rankings and their solid backlink profile was of great importance.

 

Organic keyword rankings and traffic haven’t experienced any decline with the migration, and Users, Sessions and Pageviews have all experienced year-on-year growth.

Back
AL Archive Case Study Image
automation logic logo
WordPress Support

WordPress Support & Managed Hosting Upgrade For Ambitious Dev Ops Company

Read Case Study
Clear Business Finance Website Design
Clear Business Finance Logo
Website Build

Creating A Scalable Modular Content Driven Financial Industry WordPress Website

Read Case Study
Newer
WordPress Support

WordPress Support & Managed Hosting Upgrade For Ambitious Dev Ops Company

AL Archive Case Study Image
automation logic logo
Read Case Study
Older
Website Build

Creating A Scalable Modular Content Driven Financial Industry WordPress Website

Clear Business Finance Website Design
Clear Business Finance Logo
Read Case Study
Want more control over
how you manage content in WordPress?
Edit content that was previously restricted and get creative with building pages in WordPress.
Let's Chat
studio@impactmedia.co.uk
020 3355 8747
linkedin logo
twitter logo
facebook logo
instagram logo
wordpress logo white

About Impact

  • Company Profile
  • Meet The Impact® Family
  • Why We’re A WordPress Agency
  • Our Process
  • Careers
  • Awards
  • Partners
  • Giving Back
  • 10K Tree Challenge

WordPress Agency Services

  • WordPress Design
  • UX Design
  • WordPress Development
  • WooCommerce Development
  • Migrating To WordPress
  • Custom WordPress Integrations & Plugins
  • WordPress Multisite
  • Conversion Rate Optimisation
  • WordPress Training

WordPress Support

  • WordPress Support & Maintenance
  • WordPress Support Brochure
  • Case Studies
  • Insights
  • Contact Us

WordPress Agency London

86-90 Paul Street,

London, EC2A 4NE

+44 (0) 20 3355 8747

& Essex

Woodland Place, Hurricane Way,

Wickford, Essex, SS11 8YB

+44 (0) 1268 858292
  • Sitemap
  • Privacy Policy
  • Cookie Policy
Impact Media logo
© Impact Media® 2003 - 2022
Impact Media is a trading name of IMDMS LTD. Company Reg. 05970261
Impact® & Impact Media®
are registered trademarks of IMDMS LTD