UX focused redesign and migration from Kentico to WordPress to support digital marketing, communications & lead generation for the UK’s leading facilities management & professional services company.
An award winning project
We’re excited to share that our work in partnership with Mitie won Gold in the ‘Best Website’ category at the 2020 Digital Experience Awards! You can watch the awards announcement and our Founder Alex virtually receiving the award below:
Mitie is the UK’s facilities management & professional services company. Its c50,000 employees, provide infrastructure consultancy, facilities management, property management, energy, and healthcare services.
Mitie came to us seeking a UX led redesign and migration to WordPress from Kentico, whilst improving the site structure, information architecture and navigation. With a number of different user personas, Mitie wanted to ensure that it is easier for all users to find information they need on the site to support the entirety of the customer journey, and future digital marketing and inbound lead generation.
We kicked off the project with a thorough strategy, discovery and definition phase involving all the key business stakeholders to create a streamlined and clear strategy for the project, align stakeholders and ensure the project could be delivered against its strategic objectives.
With a number of cross industry clients and personas who use the site, we began the design stage by focusing on clear user personas and journey mapping. This was followed by work on content, information architecture and an improved UX.
The 93digital team then focused on creating the wireframes for a refreshed design with a simple and intuitive UX. This improves clarity of user journeys, and helps the different user personas ‘discover’ more about Mitie, supporting marketing, lead generation, sales enablement and talent acquisition.
As Mitie is a leader in its field, with a number of awards and strong credentials, we ensured the website is able to showcase these clearly, positioning Mitie as an innovative company and supporting the sales journey for the different user personas.
We built a powerful content hub with advanced filtering and search for users to access whitepapers, case studies, videos and other content, tailored across services and sectors.
The website is integrated with Mitie’s investor relations platform and data, showing live share price details. We also built employee and office directories, integrated with the Google Maps API.
Personalised content hub
Mitie serves a number of industries with a complex array of personas, so finding a way to present the right information to the different users all at once was a challenge.
93digital took an innovative approach to this by delivering a UX optimised, highly configurable & personalised content hub that allows users to search, sort and filter content based on their needs. This enables various stakeholders to engage with the extensive content on the Mitie website and help users easily ‘discover’ more about Mitie.
Mitie wanted to embrace the flexibility & open source power of WordPress. As a result, we delivered a flexible CMS fit for future content publishing and digital marketing, migrating away from Kentico. WordPress allowed us to develop ‘modules’ instead of building ‘templates’. As a result, ‘modules’ of content can quickly & easily be used to piece together new pages as needed by the Mitie team with no technical web knowledge. We ensured that individual design elements with modules cannot be adjusted to ensure consistency & cohesiveness of the design.
As a result of our solution Mitie has been able to rapidly communicate around the fast moving COVID-19 situation. E.g. launching the ‘Getting Britain Back to Business’ campaign in a matter of days. You can see an example of how quickly Mitie can publish content below.
Marketing automation integration
One of the big focuses for Mitie was to improve lead generation and understand the sales journey better through the website. To aid this, the website was built to support integration with marketing automation platform HubSpot, and we ensured that Google Tag Manager and Google Analytics were fully implemented.
- Thorough strategy, discovery & definition phase
- CMS migration from Kentico to WordPress
- Built to support HubSpot integration
- Intuitive UX led redesign
- Focus on B2B enterprise sales journey & lead generation
First class agency: Smart, evidence based, exceptional value and genuinely nice people.David Wiggin, Head of Strategic Communication, Mitie
The flexibility that the new website gave to Mitie proved hugely important with the onset of COVID-19. Mitie were able to adapt their messaging & create a range of communications/campaign initiatives in rapid time.
The site has already given some fantastic results and delivered on key KPI’s. In the first 5 months from launch, Mitie went from almost zero inbound digital leads to:
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