CLC Group

CLC Group is one of the UK’s leading property maintenance and refurbishment contractors, with over 55 years of experience, 1,000+ employees across 13 branches, and a client base of 250+ organisations including Whitbread, Tesco, National Grid and Bupa. They operate across nine sectors, from social housing and education to defence, healthcare and heritage.

CLC’s existing website was text-heavy and didn’t reflect the scale or quality of the business. The site needed to work harder in two key areas: driving new business enquiries through clear user journeys and conversion points, and presenting CLC’s case studies and project work in a more dynamic, visual way. At the same time, the redesign needed to bring CLC’s visual identity closer to Axis CLC and Axis Europe following the formation of the group, using shared iconography and subtle design elements to connect the brands without losing CLC’s own identity.

The brief called for a site that felt contemporary, bold and professional, with far less reliance on copy and a much stronger focus on imagery, lead statements and intuitive navigation across all device types.

Design

We took a design-led approach that prioritised striking imagery, bold typography and a spacious layout. Blue overlays on header imagery reinforced CLC’s brand identity while giving the site a cohesive, confident feel. A consistent iconography style was developed to provide visual support throughout, with subtle animations and lazy-load effects making the site engaging to navigate. The design aligned with Axis Europe’s visual language through shared elements, while AA accessibility colour contrast standards were met across the board.

Build & Structure

The build focused on creating a stable, flexible platform with strong templates that could cater for CLC’s requirements now and as the business evolves. Navigation was restructured to funnel each user type, whether a housing association, a facilities manager, or a local authority, to relevant content quickly. Services and sectors were given equal prominence, and case studies were rebuilt with a far more visual, dynamic presentation. Copy was drastically reduced throughout, replaced by bold lead statements supported by imagery.

SEO & Launch

On-page SEO was set up ahead of launch, with optimised meta information and content targeting CLC’s core service and sector keywords. Conversion tracking was implemented across key enquiry points to give the team clear visibility on how the site was performing from day one.

Within three months of launch, CLC’s visibility in Google’s search results increased significantly, with both impressions and clicks from organic search rising. Year-on-year, active users grew by 1.9% and page views increased by 3.3%, with users viewing more pages per session than on the previous site.

• Visual alignment with Axis CLC and Axis Europe strengthens the partnership between both brands while maintaining CLC’s own identity
• Image-led design with bold lead statements replaced heavy copy, creating a more contemporary and engaging user experience
• 68.2% increase in search impressions within three months of launch, driving greater visibility across CLC’s core services and sectors