Revisiting Messaging on Participation People’s Website
The Brief
Participation People are youth participation experts, facilitating organisations to work collaboratively with young people to uncover new perspectives, drive innovation and unlock creativity. Already well-positioned in the public sector, Participation People approached YS to redefine their brand messaging and proposition to better communicate their offering to new target audiences across the corporate sector. Although their existing marketing did well to communicate with young people, there was little differentiation in marketing tactics used to secure potential new business leads. It was clear that their website could work better to clearly articulate Participation People’s offering.
The Plan
YS began the process by running a messaging and proposition workshop to pinpoint the business’s core messages and values – insights which were used to develop a new strapline. Following this, YS ran a site audit to identify on-page and technical SEO issues that needed addressing across the site, providing recommendations in each instance. From here, a sitemap was created to clearly articulate the recommended structure of the new site.
The next step involved drafting copy for the refreshed and new web pages that both reflected the new messaging and followed on-page and SEO best practices. YS then liaised with the web team to ensure all finalised pages were set live and formatted correctly. As the site design was fixed, the key challenge here was ensuring all site recommendations worked within the existing structure.
The homepage, services and case study pages were completely reviewed, and a new ‘about us’ and ‘youth hub’ page was drafted, serving as a central platform for young people. The ‘youth hub’ page was designed to streamline the user navigation for this audience without interrupting comms targeted to key clients and potential businesses.
The final step was to review the site in its whole form to ensure all content accurately reflected the updated messaging, and that the navigation was seamless and user-friendly. YS then launched a multichannel brand refresh campaign to communicate Participation People’s new and improved version of the site to their network.
Our results
Traffic to the site from search
(91% increase)Average session duration
1m15 secsIncrease in website sessions
16%“Working with the YS team is both a personal and professional experience. Yours Sincerely are a PR, media and communications agency that bring fun and expertise to the workplace, everyday. In the past year working together, Yours Sincerely have helped Participation People be bolder, brighter and media savvy! Not only have they done the back office work to improve our SEO – but they have also changed our culture and internal lingo to match – through coaching from Dom, support from Amy and a love for our team – the people. ”