Website Redesign Case Study

Improved navigation generates higher quality leads.

Relay Technical Transport specialises in the collection, storage, transport, delivery and installation of high value bulky electronic equipment that is vulnerable to damage and requires infinite skill and care in handling. Typical consignments range from photocopiers and MFPs to medical scanners and laboratory equipment. They operate both within the UK and overseas.

Being a long-standing client of BBI, we were the natural choice for undertaking a major redesign of the Relay website. As well as the need for refreshing and updating the site design and content, it was essential to ensure that the website generated higher quality leads relating more closely to the types of project that the company excels in.

Relay is an expertly managed and well-resourced logistics operation dealing with certain categories of consignment, so enquiries about general haulage are of no value. The redesigned website therefore needed to prioritise targeted traffic.

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The Work

The design of Relay’s new mobile-friendly site required an intensive restructuring and signposting exercise because Relay’s services are so extensive and diverse. Main headings such as Transport or Installation therefore needed to lead to logically listed menus of related services.

Existing content was reorganised and edited and new content was written. High quality images were chosen to create impact and emphasise the essential features of each service. SEO was prioritised throughout the site content so that the appropriate landing page would be rapidly accessed in line with a specific demand for information.

BBI hosts and manages the website and new content such as case studies is being continually added to keep the site refreshed and current.

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The website is now much easier to navigate

The Outcome

The redesigned Relay website describes the range of the company’s services and the quality of their expertise and resources with far more accuracy and impact than their previous site. The leads generated by the new site have greatly improved because it responds effectively to given search terms, so visitors can find exactly what they are looking for.

With over 40 years in transport and logistics, Relay now has a website that presents its international experience and continual investment in supply chain innovations to very good effect.

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