Veolia.
Rebuilding a website to work as hard as the business behind it.
WMP designed and developed a new lead generation website for Veolia Water Technologies UK, the world's largest supplier of water services, turning a new corporate brand into an opportunity to modernise their web presence and drive measurably more leads.
Sectors
Expertise
Solutions
Background.
An outdated website underselling over a century of expertise.
Veolia Water Technologies UK needed to increase relevant traffic, reduce bounce rates, and generate more qualified leads and enquiries.
Veolia Water Technologies UK, the leading provider of water services globally, has delivered cutting-edge water treatment technologies to UK industries for over a century. The introduction of a new Veolia corporate brand gave us the opportunity to reconstruct their outdated web presence: modernising the online experience with responsive design, connecting a diverse audience with the right information, and rewriting SEO-friendly content to boost search performance, all in service of generating more qualified leads. With a technical audience spanning multiple industries, the site also needed to work harder to filter the right information to the right visitor, rather than asking them to dig for it.
The Solution.
A strategy built on content, experience and technical performance.
Restructuring content and navigation around real user journeys.
We began with a full technical and content SEO audit, identifying issues with site structure and content, then built an SEO strategy tracked through Google Tag Manager and Google Analytics so performance could be measured and improved on an ongoing basis. We developed a new content structure and hierarchy, making it easier for users to navigate the site and find key information, and used rapid prototyping to shape user flows that prioritised the content that mattered most. Creative and functional specifications were then finalised and handed to the technical delivery team to take through to build.
Building an intelligent content filtering system.
One of the standout features of the new site is an intelligent content filtering system, built to simplify the user journey by promoting relevant content based on a visitor's own selections. A hidden content filter uses a visitor's previous page selections to work out what they're likely to need next, surfacing the most relevant options while hiding irrelevant content out of view. Rather than presenting every visitor with the same static menu, the site adapts as they move through it, so a visitor researching one industry or application is guided towards the content, case studies and product information most relevant to them, significantly improving the overall user experience.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
Building the technical and lead-generation infrastructure behind it.
The new site was built on Drupal, giving Veolia a flexible, secure content management platform to support the content structure and filtering system going forward. We integrated marketing automation platforms including HubSpot and Salesforce Web2Lead to turn interest into qualified leads, and used HotJar to continually refine design and functionality based on real user behaviour. Ahead of launch, we ran user acceptance testing against the functional specification and optimised the hosting environment to handle increased traffic and load times, so the site could perform as reliably as it needed to.
The impact.
A project outcome that exceeded every objective.
Since 2016, site visitation has increased by over 2,100%, per-visit page views are up 265%, and daily conversions have risen from 1 to 85, transforming Veolia Water Technologies UK's web presence into a modern, highly effective lead generation platform.
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