Project Summary
Travel Trade Consultancy (TTC) is a travel industry consultancy, supporting travel businesses through complex regulatory, financial and strategic challenges.
TTC selected Impact Media as their web development agency, to redesign their website, and give them a more refined content marketing and thought leadership platform, which also delivered strong lead generation.
The website is easy for the TTC team to manage, update and add new pages to. It offers an attractive and user-friendly front end, that quickly delivers users to the information they require.
The website was built to enhance lead generation with clear user journeys. It was also designed to provide a platform for TTC to share their experience and knowledge as industry leaders.
Deliverables
- Discovery Workshop
- Strategy Workshop
- 26 x UX Wireframe Layouts
- 26 x Page Layouts Designed
- Mobile & Desktop Viewports
- Bespoke WordPress Theme
- Visual Content Editing Experience
- Browser & Device Testing
- WordPress Training
- Analytics & Goal Tracking
- Ongoing Support & Maintenance
The Challenge
The existing Travel Trade Consultancy website was somewhat neglected, due to the team not having access to edit many areas and a difficult-to-use and restrictive backend.
To give them a website to allow them to accomplish their marketing goals, the following key objectives were identified.
- Create an easy to use thought leadership website
- Include prominent call to actions & visible contact information
- Video embedding for blog, content, and service pages
- Add more social proof, testimonials, case studies & real client feedback
- Provide an easy way to deliver guides and whitepapers and in the process capture email addresses and contact information
- Clear and easy-to-use navigation
- Provide an easy backend editing experience for users without technical knowledge
- Build with SEO best practice in mind, and ensure content is easy to modify for third party SEO agency
- Ability to track specific marketing metrics and goal conversions
- Reflect best practice website structure and development
Workshops, Content Mapping & Wireframes
Our website strategy workshop allows us to delve into past data, and present the best structure for the website moving forward. We brought together all key decision-makers to understand their key website goals and objectives.
In a 2 part workshop, we can help to review existing traffic and user data, and create and understand the core audience by working with the Travel Trade Consultancy team to produce specific personas.
Restructuring the sitemap and reorganising content when creating the content outline and various user flows before exploring SEO current benchmarks.
Competitor analysis is followed by a mood boarding exercise to capture the visual look and feel we are trying to achieve to ensure that we are moving in the right direction.
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 content blocks would sit in relation to each other, and how each of the user journeys would flow throughout the site.
Wireframing is paramount before any visual design, which can distract the client from noting any key usability considerations – being totally engrossed by the way something appears, and not necessarily how it works.
The workshop included:
- Analytics Review
- Competitor Analysis
- User Personas Creation
- User Flow Creation
- Content Outline Creation
- Website Sitemap Creation
- Moodboard Creation
- Conversion & Website Goal Planning
- Page Template Allocation
- Integration & Automation Discussion
- Content Migration Planning
- SEO Benchmark & Backlink Check
Design System & Page Layouts
26 screens were designed to demonstrate the TTC website’s various user flows and pages. Each page and layout was carefully crafted in both mobile and desktop viewports.
A branded design system was also introduced to simplify the creation of consistent block elements during the development phase.
Thought Leadership & Lead Generation
Every page was crafted with consideration of the client’s core objective of a website that delivered a more refined content marketing and thought leadership platform, coupled with strong lead generation.
Insights
We created an easy-to-use blog, with a top-level archive page providing filter bars and search to allow simple navigation through older posts for users.
The individual blog post pages were designed to make it easy for the TTC team to create eye-catching and easily digestible thought leadership and educational posts.
Features include:
- Image galleries
- Video embedding
- Pull quotes
- Social Sharing features
- Minutes to read indicator
- Author profile pullout with avatar
- Call to action content blocks
- Related articles
White Paper/Guide Downloads
We designed a section to house TTC’s informative and useful guides and white papers. This includes data capture for lead generation.
We also included email confirmation and delivery of the guide or white paper to the user.
Meet The Team
We created a dynamic team area displaying a photo, name and description. This helps to build a thought leader profile for each team member, highlighting their expertise and experience. Each team member also has a dedicated profile page which includes the blog posts that they’ve written.
We made sure it was easy to update for any changes to team makeup.
Also included is:
- Social media sharing for Insights and Case Studies
- Exit intent banners
- Integration with Mailchimp
- Email signup
- Notification/announcement bar
- Prominent call to actions & visible contact information
Testimonials
Testimonials work best when they are spread across the website being carefully placed near related content. So we created a custom post type to allow testimonials to be placed across the site, either individually or in a carousel.
These testimonials are easy to create for the TTC team and can function with or without an author photo, logo and job title.
Case Studies
We created a dedicated case study section, with categories and tags to enable filtering by users.
Individual case study pages are designed to be easily digested and can be shared socially straight from the page. Related case studies are shown at the bottom of each, and testimonials can be added with ease.
Development Of A
Bespoke WordPress Theme
For all of our websites we create bespoke themes (never using off the shelf themes). This improves usability and ensures that the websites can be scaled and built around the business, strictly following the approved design visuals.
It also allows us to build in required functionality, to reduce the number of plugins required.
Website Features & Functionality
- Meet The Team
- Guide/Whitepaper Downloads
- Social Sharing
- Case Studies
- Insights
- Exit Intent Banners & Forms
- Website Search Functionality
- Testimonial Custom Post Type
Improved Usability & Engagement
We created a clear and easy to use navigation, and implemented frictionless user journeys for various user behaviours and goals, that our research had allowed us to map out.
To better serve their international audience, the website is multilingual with English, German and Spanish options to serve their key markets.
The Results
Since launch the website has seen an increase in organic traffic and visitors are staying on the website far longer. Mobile engagement has also increased, as well as overall page performance.
We also continue to support and evolve the website, carrying out ongoing maintenance, updates and adding new functionality as they continue to expand.
