William Russell was looking to redevelop their existing website. The current website did not adequately cater to the needs of their client/user base. The new website needed to provide clear channels for the following different user groups; Private Clients, Corporate Clients, Intermediaries and Brokers and Existing Users. Each of the user groups have there own clear and usually quite separate requirements from the website.
William Russell came to Guava to design and develop their website because of their track record and expertise to deliver Content Managed websites. Guava needed to provide the following attributes:
- A clear understanding of William Russell’s business requirements and to improve the user journey through their website channelling each user to the information or the functionality that they require as quickly as possible.
- To keep the content within the new corporate style guide
- To provide an informative site of William Russell’s product offering and service capability
- To provide a site that is optimised for natural search
- To password protect content for certain user groups
- To be a gateway to their quotations system
Guava needed to consider the architecture of the site to design the website around channelling each user group to the information or the functionality that they require as quickly as possible.
Guava designed and developed the Content Managed website, which can be found at www.william-russell.com by using the powerful GuavaCMS. William Russell is now able to control the core site content and all their forms using the built in form builder features and elements. They are also able to manage complex benefit charts and their brokers are able to register online which integrates with a 3rd party CRM package.
They are also able to broadcast emails to these specific groups using the email builder that is integral to the GuavaCMS. This allows tailored messages to be broadcast to the right audience.
Guava delivered a professionally designed website that has become resourceful not only for all user groups but also for William Russell staff. Guava continues to maintain and support the William Russell website suggesting additional features and functionality to their website and the GuavaCMS. These include new landing pages for paid advertising, revised hub pages, the addition of a news database and the development of a sister site which can be built within the one GuavaCMS.