Oxford City Council provides local government for the city of Oxford and is part of a network of councils covering Oxfordshire including Oxfordshire County Council, Cherwell District Council, West Oxfordshire Council, Vale of White Horse District Council & South Oxfordshire Council.
Oxford City Council approached Assertive for website re-design and development for the commercial arm Oxford Direct Services.
This involved research, planning and scoping exercises to understand key requirements, user experience requirements, content for landing pages and website functionality.
The challenge for Assertive was to build a new, organic friendly / user focused website that incorporated updated design on a new content management platform allowing the client more control.
The challenge also included leveraging organic growth on the back of a new website – this involved new content creation, new landing pages, extended service information & more.
Alongside the new website included new functionality such as an MOT booking platform to help speed up the MOT booking process for Oxford Council MOT’s.
The strategy for Oxford City Council was to break down each set of requirements into independent tasks, identifying, in priority order what was required for the end user as well as service perspective.
We took into consideration the clients wants/requirements to be able to have more control over the website, content and website functionality.
The strategy covered SEO as well as website design and development. Our goal was to build an “SEO” friendly website whilst producing new content focused towards the end user to help drive engagement.
The SEO / Marketing / Design strategy was interconnected, factoring search intent at keyword level alongside service promotion, USPS and functionality. Using services, we were able to conduct service level keyword research followed by competitor analysis & landing page analysis to ascertain the best page layout / framework.
Increase in Organic Traffic in 6 Months
Increase in Organic Traffic in 24 Months
Reduction in Bounce Rate