Breedon
Building a new digital experience
Breedon are a leading vertically integrated construction materials group in Great Britain and Ireland supplying the construction industry with the essential materials needed to build the places where we live, work, play and everything in-between. On a path of accelerated growth, Breedon wanted to refresh their website.
Our brief was to create a new digital identity, bring multiple local and product sites into one central site and enrich the content for key stakeholder groups.
Meeting Stakeholder Needs
Breedon’s B2B stakeholders are key as the site is intended to drive new leads. We created a new area promoting products and services, with a ‘megapane’ navigation to enable quick access to every product in a single click. Content is geo-targeted to users, so users are presented with local products and services.
The site is also rich in content targeted at prospective employees. The Life at Breedon section features a series of ‘Day in the Life’ profiles, giving potential candidates a flavour of what it is like to work at Breedon.
As a listed company, Investors are also a key stakeholder. The investor relations section was brought into line with best practice with all results and reports easily accessible, along with elevating the case for investment.
Evidencing Scale and Experience
Case studies, embedded within the products and services pages, evidence Breedon’s proven track record, and showcase some of their flagship work for key clients. Product sheets and certification documents (critical in this sector) are a useful resource for customers and help to drive repeat visits to the site.
Cross links to similar or ‘family’ products at the end of each product or service page ensure customers can easily find the full range they are looking for. Every page features a call to action, with a link to a local sales contact, and an interactive ‘product calculator’ helping customers determine how much product they may need prior to contacting Breedon.
Building for the Future
Building the world sustainably is a key strategic intent for Breedon and sustainable products are increasingly important to their customers and potential employees.
The approach to sustainability, and the key pillars of Planet, People and Places, evidence this commitment. Breedon's 2030 targets for Planet, People and Places feature prominently on the sustainability homepage.
The site also promotes the sustainable ‘Balance’ range of products.
Measuring Success
The resulting transformation has lead to a 60% increase in organic search traffic; and a 29% increase in overall traffic. Engagement scores through analytics are now at over 50%, and the site successfully drove new business leads.