Website Case Study
Elderton Group
The challenge
Elderton Capital was going through a corporate restructuring to Elderton Group and needed to update their name, website, and content to suit.
The brand itself was clean and modern, and well established with over a thousand clients around the globe.
The challenge was to improve the design with small, iterative updates that improved user experience and the holistic visual aesthetic, while adding lots of new content pages, and improving the overall site speed.
It was also discovered during the project that there were serious SEO flaws, and some work would need to be done to resolve these onsite issues.
The solution
We updated the website theme, and cut it back to the barebones - removing all unnecessary options.
We then worked on onsite SEO - fixing broken links, poor page structure, link structure, updating and fixing redirects, meta titles and descriptions.
Once our base was in a good place, we worked on updating the styling. One of the biggest issues with the previous site was that while everything seemed to look good in isolation, entire pages followed completely different style schemes. We brought it all back into a holistic design, and made touch ups to improve the user experience.
With a consistent style, we then worked with Elderton to add over 40 new pages to the site, consisting of staff profiles, services and sub-services, and more information on their global locations and location-specific offerings.
Finally, we worked on speed and optimisation of the site to improve those page speed scores and get Google to love us again.
The new website is shown above; also available by clicking here.
Before
The website was loading over a hundred requests, with huge page sizes. The homepage especially was a poor experience as the image slider at the very top took a while to load in, leaving people to look at a blank screen for a few seconds.
After
Before
Google wasn't very happy. The above photo is from PageSpeed Insights, a Google tool for measure website performance - an important SEO metric for ranking.
Aside from speed and performance, the site had several other SEO issues we addressed during the new build.
After
