Overview
Clarke Bros is a well-established construction company known for delivering residential, commercial, and civil engineering projects. Despite its strong industry reputation, the company’s website did not reflect its expertise, scale, or professionalism. The redesign project aimed to modernize the digital presence, improve user experience, and generate higher-quality leads.
The Challenge
1. Outdated Design The previous website had an outdated layout, inconsistent branding, and limited visual appeal.
2. Poor User Experience (UX) Navigation was unclear, making it difficult for visitors to find services, past projects, or contact information.
3. Low Conversion Rate Contact forms were not optimized, and calls-to-action (CTAs) were not strategically placed.
4. Limited Mobile Optimisation The site was not fully responsive, resulting in poor performance on mobile devices.
5. Weak SEO Performance The website lacked optimized content, metadata, and keyword structure, limiting search visibility.
Objectives
- Create a modern, professional design aligned with the company’s brand.
- Improve navigation and user journey.
- Optimize the website for mobile responsiveness.
- Increase inquiries through strategic CTAs.
- Improve SEO rankings and organic traffic.
- Showcase completed projects effectively to build trust.
Strategy & Approach
1. Research & Discovery
- Conducted stakeholder interviews to understand business goals.
- Reviewed competitor websites within the construction industry.
- Analyzed user behavior and performance data from the existing site.
2. UX & Information Architecture
- Simplified navigation structure.
- Created clear service categories (Residential, Commercial, Civil Works).
- Designed intuitive pathways leading users to contact forms.
3. Visual Redesign
- Introduced a clean, modern layout with strong typography.
- Used high-quality project imagery to highlight craftsmanship.
- Maintained consistent brand colors and messaging.
4. Mobile-First Development
- Implemented responsive design principles.
- Optimized image sizes and loading speeds for performance.
5. SEO Optimization
- Conducted keyword research targeting local construction services.
- Optimized page titles, meta descriptions, and headings.
- Improved internal linking structure.
6. Conversion Optimization
- Added clear CTAs (“Request a Quote”, “View Our Projects”).
- Simplified contact forms to reduce friction.
- Included trust signals such as testimonials and certifications.
Results
After launch, the redesigned website delivered measurable improvements:
- Increased Website Traffic (improved search rankings).
- Higher Engagement Rates (longer session duration, lower bounce rate).
- Improved Lead Generation (increase in contact form submissions).
- Better Mobile Performance (higher mobile traffic conversions).
Key Takeaways
- A professional website must reflect the scale and credibility of the business.
- User-focused navigation significantly improves engagement and conversions.
- Mobile-first design is essential in today’s digital landscape.
- SEO and UX must work together for sustainable growth.
The Last Word
“Clarke Brothers Scaffolding have been working alongside Andrew Talbot Design for over 10 Years, during this time we have had our website built and maintained to a high standard. Andrew Talbot also manages our domain name and emails. Any problems that we encounter are always dealt with speedily and efficiently.”
Richard Clarke – Clarke Bros
