Building a shareable website that leverages excellent existing content and delivers it to new audiences
Linking Industry and Parliament
We built a platform that would allow the IPT to enhance its interactions with British industry and Parliament.
The Challenge
Place focus on the user journey
The Industry & Parliament Trust (IPT) contracted Cantarus to redesign and redevelop their existing website, and although they were not dissatisfied with their current solution, they felt that a digital refresh would elevate their organisation to an even higher level.
The user journey was identified as a key concern for the IPT. They wanted to place greater emphasis on their three core areas of business – Events, Training and Fellowships, which were previously overshadowed by the vast quantities of content on the site. There was a feeling that users did not have a great understanding of the events offered by the IPT.
Our Solution
Bring shareable content to the forefront
Cantarus created a uniform look and feel for each of the pages on the website, which is critical for an organisation such as the IPT that prides itself as being a reliable source of information and engagement platform for parliamentarians and the wider public.
A cohesive web brand also drives search engine click-through rate, delivering built-in SEO benefits without any additional optimisation from the IPT.
Case studies now allow the IPT to highlight the unique work they do in the field and show concrete evidence of how they are benefitting stakeholders. By incorporating ‘shareability’ throughout the new site, we leveraged the excellent content that was consistently being produced by the IPT and enabled it to be shared by users, introducing it to entirely new audiences and improving brand visibility. Events, Training and Fellowships were each given a greater level of focus on the website. Training and Fellowships, in particular, were strengthened by case studies, which demonstrated the impact of the IPT’s key initiatives.
Website: https://www.ipt.org.uk/
Results
The new and improved design, usability and functionality allows the IPT team to increase the quality and frequency of interactions they hold with both members of Industry and Parliament. The IPT has seen a +20% increase in the number of event bookings - with each event in 2018 being oversubscribed.
