IPU Group

The Approach

During the first stage of this project, we analysed the client’s Google Analytics data to identify which parts of the current website and its home page were being used by visitors. By identifying a number of elements that were under-used, we were able to slightly simplify some elements of the site design – the purpose of this being to help the key messages of the website stand out more clearly.

We also spent considerable time documenting the previous version of the website to ensure that we carried across all the content correctly – and copied across the title tags from the existing site, which had been optimised for search engines. To ensure a smooth changeover from the new site to the old, we also put in place hundreds of 301 redirects, carrying across the search engine ‘value’ of the old pages to the new.

We simplified the Analytics tracking used on the website, while allowing the client to continue to segment their traffic by division – important for internal reporting.