Project Summary
Farleygreene is a designer, manufacturer, and global distributor of industrial-sized sieving machinery. Their products are used across a variety of industries by clients like Mars, Danone, Arla and Nestle.
Being a well-known industry player for over 45 years, the Farleygreene website had become an important validation and lead generation tool. Although their traffic was consistent, they were looking at ways that they could generate more leads from the website.
Impact lead the website redesign project that saw the introduction of an easier-to-use navigation and content creation experience. As well as far more engaging and brand-focused layouts that were conversion-friendly, making use of multiple call to action blocks and data capture points.
Deliverables
- Discovery & Strategy Workshops
- 30 High Fidelity UX Wireframes
- 30 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
Farleygreene initially approached Impact to review their existing website and provide a gap analysis on where they were from a conversion and user experience perspective, compared to where they wanted to be.
After some initial audits; a WordPress health check and a UX audit, our team quickly identified that the website was falling short from a content standpoint. It was missing some core pages and elements that were visible on many competitor and lead generation websites. The overall design failed to reflect the clinical and contemporary look and feel that their core audience has come to expect in this industry.
Although the website functioned on mobile devices, it wasn’t designed around mobile functionality or layout considerations. Much of the content wrapped and stacked based on the desktop website.
With an increase in mobile users for the website, we needed to create a website that could deliver a desktop-level experience on mobile devices. It needed product information tiles, more refined detailed pages, content tables, and imagery that weren’t on the existing website, and only really seen in their product brochures.
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 reviewed existing traffic, user data, and developed an understanding of the core audience, working with the Farleygreene team to produce specific personas.
We restructured the sitemap and reorganised content when creating the content outline, as well as creating various user flows before exploring current SEO benchmarks.
A deep competitor analysis was followed by a mood-boarding exercise to capture the visual look and feel the client was trying to achieve, to ensure that we were 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 through the site.
Wireframing is paramount before any visual design, which can distract from noting any key usability considerations.
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 Benchmarking
Design System & Page Layouts
Over 30 screens were designed to demonstrate the various user flows and content pages for the Farleygreene website. Each page and layout was carefully crafted in both mobile and desktop viewports.
A branded design system was also introduced to enable the creation of consistent block elements in the development phase. A range of product and service tiles were introduced to provide a more clinical and clean design, moving away from the previous dark and difficult-to-use pages and designs.
With subtle interactions, we were able to add some further engagement opportunities. Hover effects and looping videos on the homepage hero really help portray the message of what Farleygreene do, which hadn’t been clear on their previous website.
Considerate & Scalable Design
Every part of the design system was carefully planned out. The homepage is the main introduction page for most visitors and a gateway to the rest of the content areas. On the previous website, there was no immediate introduction to the Farleygreene product range. There were no case studies and the news page was difficult to locate.
The new homepage focuses on directing the user to one of the main 4 areas a customer would look for immediately. Products, industries (do they serve mine?), quality control (a big concern in food manufacturing), and spare parts and accessories (to assist existing customers to service their equipment).
The rest of the page is designed in a modular way, with key call-to-action blocks, service tiles, latest news, case studies and client testimonials.
Development Of A
Bespoke WordPress Theme
For every website we build, we create a bespoke theme (never using off-the-shelf themes). This improves usability, removes bloat, 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, reducing the number of plugins required and it ensures a completely unique website tailored specifically to the client.
Website Functionality:
- Product Custom Post Type
- Stockist/Distributor Locator
- Multilingual for 4 languages
- Case Studies
- Blog & News Area
- 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. Our research and workshops allowed us to map these out.
To better serve their international audience, the website is multilingual with English, French, German and Spanish options to serve their key markets.
Designed To Generate Leads
We included prominent calls to action, and visible contact information to improve lead generation, along with brochure downloads, and quotation request forms.
We also made strong use of social proof, adding testimonials and project case studies to build trust and authority.
The Results
In June 2022, the website won a Best In Class award scoring 496/500 at the Interactive Media Awards in the manufacturing category.
