Advanced Tactical Resources (ATR) Ltd came to us because they knew their old site was awful and needed repairing or replacing as soon as possible.
It’s somewhat gratifying to know that a prospective client comes to you with the trust and faith in you to give them a website that converts, before you’ve even done anything! ATR were fully aware of the need for a professional website, something that their old site was the opposite of!
When we looked at the site, we noticed ATR had numerous historical bugs. Several things did not work at all; the functionality was off; it was out-of-date; the list goes on! After consulting with their IT guy, we were able to isolate just how broken their old site was. Salvaging it was, quite frankly, a waste of time and energy. We needed to go back to the drawing board.
For context, ATR cater to a variety of industries in numerous aspects. They are an accredited training provider of first aid, travel safety and situational awareness, while they also provide specific services and products, from security personnel to surveillance equipment. We could honestly write an essay on how versatile ATR are as a business and who their target consumers are.
Here is an example of how poor the old site was. ATR had large files people needed to download for some of their hardware and software products, which would only be available to specific individuals with particular license classifications, security clearance and so on. On their old site, those files sometimes couldn’t even be uploaded by ATR, never mind downloaded by their clients!. If they could manage to get a file up, through hope and prayers, there were always problems. There was no thought put into how these files were being uploaded or downloaded.
We also identified that their old site was riddled with broken images, 404 errors, unresponsive and broken pages. The website’s design did not fit the ATR brand and was not suitable for what they were trying to achieve.
Rather than try and salvage what little value the old site had, we decided to go back to the drawing board. What’s more, with ATR’s constantly adapting targets (because of the COVID-19 pandemic), reflecting that on a brand new site, which would give the client more power and control to upload new products, edit pages, post new training course dates and give accredited users secure access, would be much easier and beneficial long-term.
On top of the brand new website built in a flexible WordPress CMS, we conducted in-depth keyword research on the types of search terms within ATR’s various specialities, from first aid to security and surveillance. This allowed us to determine the ideal number of pages that could be written around their multiple services, training courses and products, capitalising on the valuable keywords and search terms, thereby giving the client more ranking opportunities. We also wrote the content for all of these pages and, at the time of this writing, are currently on page 1 of Google for high-value search terms like “close protection”, “lone worker training”, and “situational awareness”.
This website now delivers what ATR want and need, where they can easily upload products, edit various page elements and publish new content.
On top of this website build, we provide ongoing WordPress updates, security, maintenance, regular blogs, SEO, tracking, monitoring and ensuring the website remains operational and up-to-date.
