1) We wanted to reflect the full range of locations, programmes and services we offer
Our business is constantly evolving and changing and we need to be sure that we are sharing this with our students and clients. As David Malthouse, our Chelmsford MD, explains:
“FI began in 2007 with a massive focus on students and offering a real alternative in student support and service through relationships and expertise. This still exists today but our business has moved on. We now have multiple centres across the UK, we are delivering apprenticeship programmes from every centre and our service is now as focused on employers and what we can do for them as it is for students. Our website is a critical element of demonstrating this development”
2) We wanted to review the content we produce and how we share it
We are lucky to have so many passionate experts throughout our business and we wanted to ensure we could share this expertise. Shelly Tweed, Marketing Executive, led on creating the new content hierarchy used on the site:
“The new site allows us to use it now as the focal point for a lot of our customer insight and to point our customers to for useful advice and articles. With so much changing in our industry at the moment being able to keep our customers up to date and informed is a critical part of us being trusted advisors.”
3) We wanted to ensure the site reflected our values and culture
We believe that one of the key things that sets FI apart is how we support our students, clients and each other. Lizzie Rozario, Marketing Executive, helped ensure the site bought this to life:
“We wanted our digital tone of voice to be consistent with how we talk to our students and clients every day. We wanted the knowledge and passion to come shining through and the fact that whilst we take what we do very seriously and want to share in the success of our customers we also want to ensure we have fun as well!”
4) We always aim to continually improve what we do
When we looked at our old website we saw lots of room for improvement in how the site functioned and wanted to address these things as soon as possible. Paul Evans, MD of Fourth Estate Creative, outlines some of the key improvements:
“The old website gave us a solid foundation to work from but we saw the opportunity to make some key improvements to usability. We worked collaboratively with the FI team to improve how intuitive the site is, how it performs across different devices and how easy it is to use the online store. The FI team are absolutely devoted to getting to best user experience and it is always a pleasure to build a site for a company that cares so deeply about its users.”
