Following Flagship Housing’s work in 2012 to redevelop its web presence with help from its long-term partner VerseOne and its VerseOne content management system, it has since launched an informational website (www.rftrepairs.com) for its new in-house repairs service and also carried out a complete redesign of its customer website.
The housing provider wanted to remain at the forefront of new features and technologies, such as HTML5 and responsive design, with Flagship’s strategy focused on the user journey, incorporating prominent sign-posting and calls to action, plus interactive animations throughout the site.
The web redesign has been the main focus of Flagship’s digital communications team, and the hard work seems to have paid off, with the Flagship website voted ‘Best Website in Housing 2013’ at the VerseOne Awards.
In order to drive traffic to the new customer website and raise the company’s profile online, Flagship worked with VerseOne on a digital strategy, in which search engine optimisation and pay-per-click campaigns were tested to promote one of Flagship’s commercial services.
These ‘test and learn’ campaigns contributed to the housing provider’s business intelligence about its direct marketing and website visitors. Campaign benchmarking and analytics showed an increase in traffic to landing pages and more responses to calls to action during the campaign period.
Mark Pearce, e-communications manager, Flagship Housing said, “We want to use this business intelligence to develop our digital marketing presence in 2014, specifically with the use of Google Adwords and responsive design for mobile and tablet marketing, and greater integration with our social media platforms.”
