Tudor are a leading Leeds based logistics business provide services to both B2B and B2C markets. Tudor had two sector specific websites but only one was ranking successfully causing online marketing issues and loss of orders for some time.
Merge the two existing Tudor websites to establish a single website successfully addressing both business and consumer markets providing an effective SEO platform.
The business has faced an online challenge for some time. The two sides of their business have been supported by two service specific websites on separate Umbraco CMS based sites. From a user journey and content management point of view this allowed the business to keep channel specific content separate from an audience perspective but caused a level of confusion regarding SEO as one site performed significantly better in search than the other. Potential customers were confused. This resulted in business traffic landing on the site targeting consumers.
Solving the issue of one company two sites for different audiences
While there were links on the two homepages referencing the other site this didn't prove sufficient in all cases and it was clear business enquiries were being lost. Taking the consumer site as the start point as it both performed best in search and delivered the most effective user experience we planned the refreshing of the site design and the merging of the two sites integrating the business site content and functionality into the consumer website structure.
A percentage of business logistics leads across sectors had been lost between the two websites
The site navigation was restructured to clearly signpost the two service offerings, the homepage was redesigned to enhance the Tudor brand taking advantage of the breadth of the business while communication a clear route though the site for both business users and consumers, and content pages received a light refresh. Business content in some instances required new page templates and these were developed inline with the B2C design.
The SEO performance of the consumer URL structure was protected and the addition of new business related logistics content, enhanced the relevance of the website for baggage, parcel, shipping, logistics related searches. 301 redirects channelled B2B traffic to the relevant page on the new site. The new Tudor website focuses marketing, development SEO budgets resulting in efficiencies and greater ROI. Business enquiries are now optimised and two audiences are successfully addressed on a single site.