Yell (Hibu Marketing)
Yell needed a new website to present its portfolio of products and services such as web design, video creation, Pay-Per-Click, online advertising and other digital marketing services to a SME audience. The existing site was static, laborious to update both in terms of page build and release process, not optimised for search engines and didn’t directly target the end user and their specific and varied needs.
Following in-depth usability testing on the existing website and creating detailed user personas and journeys, Yell identified that the key to the site was being SEO-friendly and attracting visitors by having a ‘hive’ of free digital marketing advice articles that users would find via search. This would lead them to the Yell Marketing Services website, where they would find additional information on how Yell’s products and services can help fulfill their marketing needs and requirements.
We were approached in May 2011 to be part of the project, with a tight timescale to re-launch the site in October 2011.
“We chose Human Made specifically for their in-depth experience of bespoke WordPress builds, and their ability to meet our tight deadlines. They worked quickly and efficiently alongside our in-house team, providing essential help and advice along the way with regard to best practice, new innovations, and complementary third party tools, to deliver a world-class bespoke WordPress site that could help Yell successfully communicate its product range and digital marketing expertise to both existing and new customers.”
Kathy Cook, Group Head of B2B Communications
The website uses a range of complementary WordPress tools which Human Made helped to recommend and integrate, including Carrington Build for product page management, Disqus for article commenting, AddThis for social sharing, Yoast’s “WordPress SEO” for search engine optimisation, Gravity Forms for forms and VaultPress for security and backups, as well as other third-party services such as Google Site Search, Google Analytics and Adobe SiteCatalyst.
Collaboration and integration
The Yell project team involved both internal staff and other external organisations and the project itself cut across a number of different departments. One of our strengths was the way in which we were able to quickly slot into the project team and provide input across many areas of the project.
An entirely content managed site that is easy to update
Despite this complex design, we had to ensure that the site was easy for the 100-strong team at Yell to maintain. The product section of the site is content managed using Carrington Build so that it is user-friendly to edit and update.
“The use of Carrington Build on the site has enabled us to set up a collection of pre-defined design modules, so that anyone in our content team can build a page that is consistent in look and feel without requiring any design skill. It is quick and easy to use, and any new design options such as background colours or text styling can easily be added by Human Made as and when required.”
Eleanor Craig, UK B2B Campaigns Manager
A flexible approach for success
Our knowledge and flexible approached helped us to meet the client needs. When the SEO team had very specific demands of the site’s code and functionality, we were able to surprise them by meeting all their requirements. The strong internal systems, procedures and proprietary software of an enterprise organisation such as Yell required us to be able to change the way we worked and be able to do things their way.
“The service from Human Made has been second-to-none. They have been quick to respond to any issues, queries or requests throughout the duration of the project and beyond, always being on hand (despite frequent short notice) to help troubleshoot any technical situation that arose with skill, clarity and a cordial manner, and advise our team through to the relevant and best solution.”
Eleanor Craig, UK B2B Campaigns Manager
Update – May 2012
The site launched successfully in October 2011 and in its first 6 month achieved:
31% increase in visits
27% increase in page views
30% increase in unique visitors
The new website has helped drive leads and sales from customers through clarity of product information and strong calls to action. Search engine marketing has also seen the Marketing website appearing at no 67 (as of March 12) in Google for ‘web design’ where it previously didn’t score in the top 1000.
Update April 2013 – Yell to hibu rebrand
In May 2012 Yell announced their global rebrand as hibu. As part of the new image they began the gradual process of updating all of their company websites.
We were asked to undertake the redesign of the Yell Marketing website to match the new branding. hibu provided a brand style guide and new logos and icons. We updated the site theme, typography, form styles, layout and other aspects required to integrate the new branding in an effective and pleasing way. The rebranded site launched in April 2013.