Tidying up The Waste Team’s online presence
If you’re local to Leeds, you’ve probably seen one of The Waste Team’s signs or vans. They’re a waste removal company like no other, with hearts of gold and a passion for keeping the streets of Leeds and surrounding areas clean.
We’ve worked with The Waste Team for several years, helping them grow their visibility and results through organic and paid campaigns across search and social media. As their marketing partner, we recognised room for growth, but to achieve this, they needed a website that worked just as hard as their team does.
From there, we went on to designing and developing a new WordPress website, along with copy optimised for search.
The opportunity
A few years ago, we built The Waste Team’s previous HTML5 website. While the website served them well, evolving performance standards and growing demands of their marketing strategy meant it was time for a change.
The Waste Team trusts our expertise, so they gave our team the freedom to update the existing website to the standards we apply across all of our projects. Our goals were to improve load speed and mobile performance, as well as to simplify the CMS, giving us the flexibility to update the website as needed.
By improving its functionality, the website would be better positioned to increase conversion rates from both organic and paid traffic.
What we did
Website design
The existing website design was dated, so we modernised the look and feel to incorporate the brand’s identity, all while aligning with industry standards.
We work very closely with The Waste Team, so we know the brand inside and out. Our job was to update their typography, brand graphics and colour palette so we could use these elements more effectively across the design.
The typography now features a new typeface, which has a more approachable feel, aligning with the company’s values. We incorporated bullet hole graphics as an effective brand asset which plays on their A-Team-inspired logo.
For flexibility, we used a component-based design approach, which helps us to build pages with reusable blocks. These components could be easily combined and interchanged depending on the content, allowing for a smoother build from start to finish.
To improve accessibility, we designed the new site in line with updated WCAG 2.2 standards, making it more inclusive, intuitive and easier to navigate for all users.
Website development & migration
We rebuilt the website in WordPress to provide greater flexibility and scalability for adding and managing content. As the existing setup was HTML5, we had to migrate the website to WordPress.
This involved recreating pages in a WordPress environment, setting up URL redirects to maintain SEO equity, and ensuring that all other content, such as blogs, was transferred. We also implemented a theme structure to allow for easier content management going forward.
During development, we also restructured the content to better reflect The Waste Team’s growing service offering and simplified the contact form to help streamline the user journey. This, in turn, would optimise mobile performance, which makes up over 80% of the company’s traffic.
Other plugins, such as Trustpilot and live social feeds, were integrated into the build to support social proof and credibility.
Copywriting
Along with updating the website, we optimised all the web copy so it aligned with their SEO strategy and promoted their market position.
The Waste Team already had an established reputation, but they wanted to expand into the commercial space, so we ensured the copy reflected their intended growth.
Our team also established a clearer content hierarchy, which now allows users to browse through content without getting lost in all the details.
The results
The Waste Team now has a seamless website that looks great, functions well and performs great on mobile. With this upgrade, we expect to see stronger engagement and increased conversions over time.
Is your website in need of an update?
As a website design agency, we can help get your website back in shape. Our team of web designers, developers and copywriters have all the skills needed to bring your idea to life.
