In 2017 Big Cat Group decided to separate the two sides of their business, The Fair, an award-winning production agency, and Big Cat Agency, who offer marketing, advertising, design and PR solutions. Digital Cake were commissioned to build both new websites and redesign the existing Group site in order to effectively tackle their online presence.
Although Big Cat have been established since 2005 and have a strong Birmingham presence, they were in need of a fresh and modern website which would reflect their brand, help them establish a strong digital footprint, and successfully drive traffic.
A wider challenge in this project was to ensure that the SEO equity built up on the Group site would be equally and fairly re-distributed between the 2 emerging websites. We also had to ensure that all 3 sites would be left unaffected from the new sites.
- Create a new agency website.
- Redirect SEO equity where appropriate.
- Deploy new site wtih ‘Ecommerce Launch Package’.
The Plan of Action
Our first step in this process was the work closely with Big Cat Agency to update their branding so that it would visually suit an online platform, and being a creative and branding agency, it was imperative that their website was an accurate reflection of this!
As a pure ‘graphic design’ led approach isn’t always ideal for the digital world, we ensured that basic website features such as static navigation bars, drop-down menus and bold colours remained so that the digital best practice was achieved. These features also have the additional advantage of keeping an eye on supporting the future SEO strategy.
Once the design was signed off, our next step was to build a bespoke WordPress theme that would function seamlessly across all devices.
The addition of new categories of content on their website was a great enhancement compared to their previous site. We advised the team at Big Cat to increase the volume of copy produced by the business in 2 key areas; case studies and blogs. We then reviewed the copy to ensure that it was SEO friendly and in line with the trophy keywords that the agency was targeting.
Both of these areas presented an excellent opportunity to both showcase their previous work and also include SEO optimised copy on the site which would vastly support increased search visibility.
The website was developed in WordPress for its post-build ease of use for the client, as the WordPress CMS helps to reduce costs and speed up the development phase.
We added a number of UX features and subtle animations such as snap-scrolling and cascading title blocks to maintain a modern feel for the site, we also developed a floating contact icon which was overlaid on every page to ensure that the call-to-actions were omni-present to improve the overall lead conversion rate.
The incumbent Big Cat site was responsible for driving a consistent level of organic traffic, mainly through the age of trust of the domain, so migrating the site was going to lose this equity and the new site needed to play catch-up fast.
Firstly, we ‘warmed-up’ the new domain by turning around a live holding page as soon as possible. Having an active domain meant that we could start submitting the site to various online directories and also re-point some of the relevant existing links from the old site. This enabled the new domain to build up its own authority in the background whilst the old site remained active.
After the development had been completed, new copy had been written and optimised, the full migration could take place onto the new domain which had already built up trust with Good and various search engines. This resulted in the copy being indexed faster and the ranks catching fairly quickly.
This project took nearly 9 months to complete from conception to the final go-live push, and from the moment the site went live there was a seamless flow of traffic from the previous site to the new domain which was the first deliverable achieved.
Another significant result was the speed at which the search visibility and organic traffic overtook the old website, which was driven by the increase in the number of indexed keywords in Google.