88%
increase in organic search sessions YoY
Project
Re-Form Heritage
Re-Form Heritage, a local charity dedicated to restoring and transforming historic locations in and around Stoke-on-Trent, were looking for a brand new website to communicate not just who they are as a charity, but to showcase the portfolio of buildings they are restoring with a new lease of life.
Putting the Heritage back in Stoke-on-Trent—
The most well-known of these is the iconic Middleport Pottery, which is not only an important piece of Stoke-on-Trent history, but a hub for creativity, innovation and culture.
The space has a variety of different users, such as schools, families, couples, etc. and Re-Form wanted a space to clearly communicate this.
While their old website was difficult to navigate and update internally, with a complicated and confusing user journey, Re-Form wanted a new site that was both future-proofed and to which they could add more buildings as they acquire them.
Firing up new solutions—
We began with a workshop so key stakeholders could identify what the new website needed to do, who would use it, and what information users would be looking for. We then created designs that would appeal to each of these groups through a pleasant UX across the site.
A further consideration was that the site needed overarching Re-Form Heritage branding, whilst incorporating within it the Middleport Pottery sub-brand as a mini site.
Key features of the site—
After incorporating each of these features into the upgraded website, accessible at www.re-form.org, we provided a scalable, responsive, and intuitive platform for users to explore the charity’s vital work and the diverse offerings at its locations in Stoke-on-Trent.
These include booking Middleport Pottery tours, purchasing event tickets, enquiring about weddings and venue hire options, and schools wishing to use Middleport’s new Learning Centre.
The website also allows visitors to plan their trip to Re-Form’s flagship visitor attraction by diving into what’s going on, as well as browsing The Packing House Café menu.
Results—
By working with our in-house SEO team throughout the project, the new Re-Form Heritage website got off to a flying start.
The total number of keywords they were ranking for went from 280 to 528 (pre vs post go live), a 88.5% increase.
The number of keywords ranking in position 1-3 in search results increased by 217%
“Middleport pottery” now ranks in it’s rightful position at the top of organic search results on Google, previously ranking at position 2.
Based on early performance, we estimated that their monthly organic traffic would increase by 328%, meaning more visitors, more bookings, and more awareness of the great work that Re-Form Heritage are doing in Stoke-on-Trent.
This new platform will be invaluable in allowing us to better connect with our community, showcasing the beauty and history of Middleport Pottery, and highlighting the importance of preserving our local heritage for future generations.
