Website Optimisation and Redesign | Modern

Modern worked with G&H to carry out a detailed analysis of the website and assessment of competitor activity, the pages of the website were restructured to ensure that crucial information in the buying cycle was accessible from all areas of the website. The website’s structure was also streamlined to ensure that it would not be penalised by search engines, as they give preferential ranking to websites with simplified code and navigational structure.

The result is a streamlined, high performing website experience that creates clear paths to conversion and is highly valued by the internal team.

Client overview – Gooch & Housego

 

  • Gooch & Housego are a Somerset-based photonics
    technology business with operations across the USA
    and Europe.
  • Core expertise includes engineering and manufacturing
    of advanced photonic systems, modules, components
    and instrumentation.
  • Gooch & Housego are a leading provider of photonics
    and optics solutions to the aerospace and defence sectors.

 

Business situation

Gooch & Housego had an existing website that had grown organically and rapidly over the course of 18 months. As a result, the structure and user experience of the website had become complex and the internal team, external clients and prospects all found it difficult to use.

The complexity of the website had become a source of internal conflict and a quick analysis of current performance showed that the website was not delivering on key KPIs.

Finally, due to the size and depth of the website’s structure (e.g. some pages were over 7 clicks from the home page), the site was also being penalised by search engines, which had a negative effect on the organic inbound traffic.

What we did

Following a detailed analysis of the website and assessment of competitor activity, the pages of the website were restructured to ensure that crucial information in the buying cycle was accessible from all areas of the website. The website’s structure was also streamlined to ensure that it would not be penalised by search engines, as they give preferential ranking to websites with simplified code and navigational structure.

Solution benefits

  • An improved website structure that lays out a clear path to conversion for the target audience.
  • The internal team now value the website and see it as a key sales tool.
  • The website is no longer penalised by search engines and ranking has improved dramatically since launch.
Gooch & Housego: Mega Drop Down
Gooch & Housego Website Flats

Modern put a plan in place to ensure that the entire team was involved from the very beginning. Getting this buy-in up front was crucial to the overall success of the website launch.

Adrian Chance, Marketing and Communications Manager
Gooch & Housego

The results

  • The average time on page has increased by 59% which indicates visitors are finding the content they are looking for and staying to read more.
  • The path to conversion has been shortened from 7+ clicks to 2 clicks from the home page.
  • 100% of G&H internal team are now happy to share the website with prospects and colleagues.
  • The website’s loading speed has improved by 36%.
  • Due to extensive optimisation, organic traffic increased by 30% following the website’s launch.