Julia Charles Event Management is an award-winning event management, event production and entertainment company. With a wide range of services, their website did not hold up to the growing demands of their customers. Losing out to competitors in the online environment.
Julia Charles recognised that competitors had started to gain traction for findability and searchability. Therefore, the development of a new website was an opportunity to improve SEO, increase conversion rates and enhance digital marketing.
Julia Charles took the decision to commission VI to develop a bespoke WordPress website that offered an improved customer journey to drive sales and immerse visitors in the exciting world of unique event experiences. Vi understood that it was important to preserve their SEO rankings whilst embracing new opportunities that come with the relaunch of their new site.
Improving SEO whilst crafting a well optimised, fully responsive bespoke WordPress website would allow Julia Charles to show its weight in what is a very competitive marketplace and to generate high-quality enquiries.
From the beginning VI understood the project’s success relied on a thorough planning strategy. During the initial phases, VI discovered everything we could about the client’s needs, their current processes and aspirations, this was to enable us to develop a detailed roadmap and meet the project objectives.
VI took time to re-evaluate the existing content, test possible solutions and refine the design goals. Once the plan was in place, the web team began executing a carefully crafted user experience that met the client’s usability and marketing goals.
This process combined award-winning visual design as well as the agreed technical requirements to ensure the website not only looks beautiful across any device but is accessible to as many users as possible.
Visual Identity worked on personalisation and storytelling to ensure that the brand and personality behind Julia Charles Event Management was captured within the website build through typography, colour and emotive imagery.
VI recognised that even though Julia Charles’ services were extremely exciting and emotive, their brand palette lacked that same element of surprise with only two tonal colours that seemed to vary massively. We rationalised the original colours and introduced new 3rd brand colour (red) to highlight key call-to-actions and offer that element of “zing” that was previously missing.
The brand was further enhanced by the customisation and development of a bespoke web font which included a uniquely identifiable typographic brand element with a “crossbar-less A” coded for use within headline fonts.
Engaging features were missing such as enquiry forms and a wishlist feature. The enquiry forms enable visitors to make enquiries easily. This allows the sales team to respond quickly and improve customer response times.
These enquiry forms, which submit directly into the sales teams’ inboxes, also provide promotional opportunities such as offering clients discounts on enquiries submitted via the online forms.
The implemented wishlist feature allows visitors to select services, artists or themed events of interest, allowing these to be stored for later review or submitted to Julia Charles as a sales enquiry.
For such a visual product, the previous website lacked engagement and structure. As the leading provider in the event’s management industry, Julia Charles recognised that their new website needed to lead with the quality of the events and diversity of services they deliver.
VI advised that there was a need to significantly improve the existing poor site structure and outdated technology of the existing website. We also saw the development as an opportunity to add useful features such as a wishlist, enquiry forms, intuitive searching functionality and embedded videos.
One of the most important developments was implementing a fluid width mobile-first design. With more and more users browsing whilst on-the-move, it’s crucial to ensure that potential customers can find exactly what they’re looking for easily and with as little clicks as possible.
By introducing a homepage video, the first thing customers are presented with is live images of past events.
These capture attention without slowing download times and offer an insight into the enormous scale of the projects on offer and diversity of the existing clientele.
As you scroll down the homepage to view Event Services, on-hover videos provide an insight into what’s involved behind the scenes, so wherever you navigate to, there is always something interesting to view.