Building An Innovative Website Rebrand

Website Rebrand To Drive Conversion

Client: Oxford Safety

The Brief  

Oxford safety is a 30-year-old family-run company that design, sell, hire and install innovative fall prevention safety systems, servicing the Construction, Automotive, Facilities, Utilities, Solar and Pest Control industries. 

We were approached to build a new fresh new website rebrand following a new brand roll out, focusing on improving and optimising the conversion of web traffic.

As part of the Kee safety group, a worldwide brand and market leader in the manufacture and supply of safety equipment, Oxford Safety components are experts in fall prevention methods when working at height. Our brief was to maintain brand continuity whilst competing in this competitive market. 

The Challenge 

When we assess any new project, one of the first things we do is ask if it's appropriate to transfer existing structures and content or if it needs to be redone from Scratch.

In the case of Oxford Safety, we decided to start again for several reasons:

  1. The website was built on a bespoke CMS. This can be problematic if there isn't someone regularly maintaining the code base and quite often isn't maintained.

  2. The website didn't have a logical URL structure. Many pages were duplicated but placed on different URLs. This is problematic for on-page SEO.

  3. The structured hierarchy also focused on products rather than solutions. For example, unless you know the brand, you may not know to search for the TreadLite System.
"Working with Andi and the team at Made by Factory has been a lovely experience. They’ve provided us with a responsive, effective website centred around user experience. The team communicated well throughout the project and continue to support us closely whenever needed. I would definitely recommend them."
Misha Staples, Oxford Safety

What We Did

A Brochure website needing the freedom to add new news regularly, case studies & content meant WordPress was the ideal solution. The website was entirely redesigned from the ground up, beginning with the site structured Navigation, which focuses on solutions and industries rather than brand named products.

This meant changing the URL structure, which usually is a no go, as this can have a negative effect on your website traffic.

Because of the content duplication issues, and after carefully analysing which pages generated the most traffic, we decided to recreate the structure and focus on solutions.

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