CASE STUDY

Artswork are a Southampton based charity working to increase opportunities for children and young people to lead, participate, work in and enjoy the arts and culture.

Artswork came to us as they were unhappy with their previous website which was receiving poor feedback and wasn’t generating event bookings. We created them a new WordPress website and launched a Google Adwords campaign to help them hit their event booking targets.

 

 

 

Event bookings are up by

225%

Design

As an organisation in the arts sector, Artswork wanted their website to demonstrate their creativity. Through a more eye-catching flat UI design we were able to highlight elements of Artsworks fun and friendly personality while maintaining a simple style which is easy to digest. Unnecessary graphics and design elements were kept to a minimum, with a heightened use of iconography and high quality imagery.

Navigation and user journeys had been an issue on the previous website, with users struggling to find what they were looking for. We improved this by:

  • A ‘less is more’ approach to content structure
  • More engaging longer scrolling pages reducing the number of clicks for users
  • Clear user journeys for common and most popular tasks.

Click through rate up by

4.8%

Tracking & Website Optimisation

Before the website went live, we undertook a full phase of website optimisation to ensure that any SEO value from the old site was carried over to the new, while also implementing further best practice techniques.

Google Tag Manager was used to implement in-depth tracking and behavioural analysis across the site – through from typical contact form completions through to scroll depth and event tracking.

Pay-Per-Click

As a not-for-profit organisation, Artswork qualify for the Google Not-For-Profit grant. This gives them the equivalent of $10,000 USD to spend on advertising on the Google Search Network. When we began working on the website, they did have a campaign live however it was not receiving much attention and wasn’t delivering any quantifiable results.

We took over the campaign shortly after the website launch following this process:

  • New campaign structure, focused on breaking down their target areas (events, training and creative opportunities)
  • Rewriting ad copy to comply with Google Ad’s policies and guidelines

The campaign is now thriving within the not-for-profit guidelines – offering a great click through rate through from the search engine results pages through to Artsworks core landing pages. Particular areas of focus such as apprenticeships and creative jobs which have particularly excelled.

 

 

Testimonial

Right from our very first meeting, it felt like the team at Atelier really understood the aims and aspirations for our new website. They weren't afraid to offer ideas throughout the process that met our needs better than what we may have initially asked for, and created a finished site that went above and beyond what we were imagining.

Lucy Fitzpatrick, Senior Manager, Communications and Development

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