The Tile Association
Rebuilding the web presence of an established trade association
Overview
The Tile Association (TTA) – the UK Trade Association representing the wall and floor tiling industry, promoting the benefits of tiles, advocate for ongoing improvement in tile and tiling standards and support and champion the best of UK tiling.
TTA embarked on a comprehensive website rebuild to modernise its online presence, bringing it in line with the organisation’s updated brand image and strategic goals. The previous website no longer met the evolving needs of the association. A brand new build was required for a few key reasons: to promote and deliver benefits to TTA members; to improve member recruitment, engagement and retention; and to share useful information and resources.
Challenge
The website rebuild needed to align with TTA’s updated branding introduced across social media and other platforms.
Content not only required updating, but restructuring. Multiple standalone websites needed to be merged into one main website, whilst pages and resources needed to be remapped, streamlining and improving user navigation.
At the same time, a seamless migration was essential to retain and optimise the website’s SEO so that TTA could continue to promote its website directory, reaching new members, as well as share vital updates and services.
Objective
- To support TTA’s strategic plan
- To improve the website’s user interface (UI) and user experience (UX), making it easier for users to engage with TTA’s services and enabling members to take full advantage of membership benefits.
- To enhance navigation – particularly in the member directory and members’ area.
- To integrate three separate sites into one main site.
- To increase digital engagement through better SEO and digital promotion tools.
- To incorporate new features such as video content, payment functionalities and social media.
Rebuild of core site
Smart Marketing Works redesigned and rebuilt the website with up to date web practices focusing on user experience and a contemporary design.
To achieve this, we updated the CMS with the latest security updates, overhauled the website templates and reorganised the site structure to help push the association’s priorities as well as making it easy for users to navigate and find what they need.
The existing content was also reviewed, updated and optimised for the new site. New content, text, graphics and features were added to improve conversion rate and user engagement.
Enhanced User Engagement
Interactive features such as an improved member directory, searches and filtering, provided added value by strengthening user engagement. Social media buttons, feeds and sharing options were also incorporated to increase methods of engagement.
Key sections were moved, centralising the resources and benefits available in the members’ area as well as providing improved navigation throughout the site.
We designed the site to be fully responsive, providing an optimal viewing experience across all devices, from desktops to smartphones. Testing and adjustments were made to deliver on functionality and aesthetics.
Improved SEO and analytics
Implementing SEO strategies helped to improve search engine rankings and drive organic traffic. This included keyword optimisation, meta tag updates and backlink building. Ongoing SEO ensures TTA’s strategy continues to deliver value, attracting large numbers of visitors to relevant and useful pages with over 20 keywords in the top 3 results over a 12 month period.
We also take advantage of Google Analytics to track and analyse site performance, user behaviour and conversion rates, assisting the long-term management of the website.