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Norwich BID

Norwich Business Improvement District (BID) is run by local businesses for local businesses. Their main aim is to position Norwich as one of Britain’s leading cities by making a positive impact on the city centre and its businesses. 

The website brief

Bigfork were appointed to design the new Norwich BID website with the main aim of improving engagement rates. The website’s goals are to engage with levy payers and promote the activities and achievements of Norwich BID.

The key issues identified were:

  • Low engagement rates
  • It was difficult to navigate through the website as it had many pages and lacked a logical structure
  • Content was very text heavy and hard to digest

Targets

We agreed specific targets with Norwich BID on improving the engagement metrics, and how we were going to improve them by redesigning the navigation and pages.

Home page redesign

Using Google Analytics we could see we were losing a lot of people on the home page of the old site, which had a very cluttered design. As the main landing page for the majority of website visitors, the home page needed to not only have a strong visual appeal but also tell them clearly what Norwich BID does and encourage them to explore the website further. The new home page design achieves this very effectively.

New website structure and navigation

Although the website content was rich, the site was tricky to navigate and the overall experience of using the website needed to be more user friendly.

Based on our analytics findings we designed the new website with an improved user experience in mind. This included simplifying the navigation menu, introducing breadcrumbs at the top of each page (again to ease navigation), and including large image-led feature boxes throughout the site to drive users to related content. The website was also restructured into clear sections such as “what we do” and “what’s on”.

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New branding

We also needed to incorporate Norwich BID’s new branding into the website. The chevron style used in the new logo was applied throughout the site into the navigation and visual areas to provide more visual impact to the content pages.

Because the chevron is a key brand element, we built in functionality for the website to automatically include an overlay on hero imagery and feature boxes. This makes it easy to upload new imagery without the need to edit it manually. A pre-defined brand colour palette in the CMS also gives the Norwich BID team flexibility in choosing different colour schemes for pages.

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Improving content pages

To increase engagement we also needed to redesign and rewrite many of the content pages. The old pages consisted of mainly text and our design aim was to add more visual appeal and make the content easier to digest.

The new website is built on SilverStripe. This CMS gives the Norwich BID team flexibility to add and remove pages and edit content whenever they need to.

Better mobile experience

The engagement rates were particularly bad for mobile users on the old website. Mobile users account for 40% of the traffic, so it was extremely important that we designed the website to work well on mobiles through a responsive design approach.

The results

We are extremely pleased to have achieved our agreed targets at the beginning of the website redesign project.

  • Bounce rate improved by 39% 
  • Average time spent on each visit to the website increased by 56%
  • Pages viewed increased by 63%

In addition to these great results, the website was successfully launched during the COVID-19 lockdown period. Norwich BID offers a lot of support and resources to help businesses across Norwich at any time, but during this time they especially needed a simple way of communicating this to their audience.

The new website gave them the opportunity to set up a dedicated area for posting key information related to COVID-19 and gave them a simple way to signpost users to relevant content.

We’d love to hear from you

Call us on 01603 513080 or 01223 902219, alternatively fill in the enquiry form below.

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