DELIVERING THE DESTINATION HUB FOR SMALL BUSINESSES

Enterprise website delivery for FSB ( Federation of Small Business )

The challenge

FSB has approx 200,000 members and was established in 1974 as a lobbying organisation. Today, as experts in business, they offer their members a wide range of vital business services including advice, financial expertise, support and a powerful voice in government.

We were chosen from 19 agencies to deliver a new digital strategy with the following objectives.
• Be recognised as the authority on small business issues
• Acquire new members and retain existing ones
• Provide support locally and through an online resource hub.
• Retain and improve rankings, domain authority and site search visibility

The Results

+47%

Membership advisor appointment requests

+40%

increase in mobile traffic

+12%

engagement with blog content

The Solution

Scoping workshops were held to define the website requirements from stakeholders with FSB members in attendance to provide insights which fed understanding of the diverse user journeys.

Based on workshop findings every1 recommended an enterprise CMS – Telerik Sitefinity as the framework to deliver the solution. The platform was chosen due to it’s flexible drag and drop page layout interface, granular admin permissions & workflows, powerful user personalisation, document version control and robust ecommerce module.

The scale of the challenge

The legacy FSB website was over 10 years old and it’s bespoke CMS built using a collection of out-dated technologies. Over time it had built a strong domain authority and amassed over 27,000 pages and resources, however, it lacked structure and was difficult to find. Understanding the quality of content was essential. We embarked on an extensive review, combining data sets from numerous sources which were analysed and weighted for importance. The output provided valuable insights into the scale of the content migration.

Website personalisation

Using personalisation, differing content and CTA’s are presented to members and visitors. Resource centre articles are publicly available with member only documentation requiring password authentication.

Regional postcode lookup

A postcode look-up enables visitors quick access to news, events and contacts from their specific member region.

Social login

To reduce calls to customer services, a self serve area was created to update member details. Social media accounts can be assigned for easy access.

every1 are a truly customer centric agency that have a high level of technical and design skills. All the team that we worked with went the extra mile and our key contacts worked with us right throughout the project.

Our website development project was a massive undertaking in size and complexity, and every1 were realistic with the delivery and timescales, but also always aimed to exceed our expectations. We would recommend every1 as a website design and development agency to other businesses.

Fiona Smith, Head of Marketing

The Outcome

The resulting solution is a well structured, future friendly, responsive website and member portal that caters for it’s many visitors types, providing a personalised customer journey with easy access to information and handy functionality.

Since launch online joining, membership advisor appointments and engagement with resource centre content has all increased.