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The Green Group

Bespoke responsive website design for Yorkshire-based logistics company, The Green Group.

The Green Group are an industry leader in logistics and pallet networking. Operating from multiple sites across the UK, we were tasked with a complete redesign of their website and increasing their online presence.

The previous site for The Green Group was dated and had not been updated in years. For an ever-expanding company dominating the logistics marketplace, it was essential that the website reflected their core services, industry achievements, pioneering news and increased the organic presence of the company across their locations. We started out with a large wireframe plan, working alongside their Directors and Head Office staff to workout exactly what needed to be present on the site and what organic exposure was required. Once the specification was planned out, we started on the initial designs.

The process

We created an initial style guide for the website before we started designing the pages. Within the style guide we created views for mobile, tablet and desktop as the usage of this site from Google Analytics was split into thirds. Conducting this research was pivotal, as we needed to target three key users: 1) Current customers, 2) New/Potential customers and 3) Drivers. We didn't want to completely change the site to alienate existing customers who use it as a portal (no-one likes change, right?), but at the same time it required a vast improvement to showcase The Green Group to potential new customers. We achieved this by creating a cleaner UI, using more whitespace whilst keeping a heavy influence from the brand colours.

Key challenges

As The Green Group offers a whole host of services, we created a hierarchy of levels to assist the user. We achieved this by splitting the site up into three main sectors which are accessible across multiple points of the site. This then drills down into child services (linked to the parent category) which we can optimise content specific SEO on, using our specialist techniques to optimise each page individually for the key search terms we can to achieve the desired results.

"Utilising proven UI/UX theories on web placement and framework design can be great way to improve a new or existing website, increasing conversions and making the website easier to navigate. For The Green Group we used a combination of a Z & F reading patterns as the navigation and key links are heavy in terms of content."

Results and exposure

Luckily we had the statistics from the previous site before we started this project so we were able to compare our success rates and optimisation for the site with our framework. We decreased bounce rate by a whopping 32%, increased users by 71%, increased sessions and much more! We have achieved the desirable SEO search terms for a number of locations, getting the site to page 1 for the terms they wanted. We are looking forward working on the site each month to maintain exposure and relative information for the target audience.

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Tokbox Partner
Google Analytics Certified
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