Spring is here – at last – and it’s hard to believe that we’re more than a quarter of the way through the year already.
Here at Lightflows, we’ve been heads down, busy in some really exciting projects. So let’s take a quick breather and update you on what’s been going on.
Going mobile – Fitzpatrick Referrals responsive website relaunches
We’ve been working with Noel Fitzpatrick – AKA The Super Vet – and his revolutionary veterinary practice, The Fitzpatrick Referrals, for the last five years. In that time we’ve built a number of website for the business, including their primary business website http://www.fitzpatrickreferrals.co.uk
The business has seen tremendous growth in the last few years, adding new businesses and services along the way. In addition, the Super Vet TV show has thrust the practice into the spotlght and for the TV show there is a website too. More on that, this way
This superb growth has meant the Fitzpatrick Referrals has more visitors, broader audiences and more exposure generally in the digital channel, with a particular increase in traffic from mobile and tablet devices. This was proving to be a challenge for the old, desktop only site which had been in existience for at least four years and didn’t represent the business in it’s current form.
Planning the site began in November 2014 – the site is large, with 600 or more pages and it has great authority and ranks well in organic searches for veterinary terms. We needed to ensure than by updating the site, we wouldn’t break its credibility.
Q&A sessions and workshops took place with the team thoughout the projects. We arrived at the decision to join the separate satelitte businesses that existed in the Fitzpatrick Referrals family together with a global navigation mechanism. This would be added to all of Fitzpatrick’s websites to provide a constant, clear way of navigating through the business.
The breadth and depth of the meant we need to focus on making navigation really simple for visitors. Mega menus were added to the primary site to aid users get into and find content and articles quickly. This approach reduces the amount of clicks need to get into the pages.
User Experience (UX)
We really wanted to make the site great for all audiences on all devices. Our user experience team worked tirelessly with the design and development team to ensure that each page, navigation element, were considered to deliver perfectly.
As proud of the project we are as a whole, we’re particularly happy with the mobile pages in the site. the user interface adapts and changes perfectly to fit each device: tabs change into accordions, carousels adjust to allow touch controls, and we defer loading any large images so that the site loads blazingly fast when on a cellular or 3G/4G connection.
As the site has lots of technical and veterinary terms, we add an automated glossary tool which highlight the first instance of a technical term in an article and provides a tool tip which explains the definition of the term. This means that a reader doesn’t have to jump off to another site, or Google the term, breaking their reading experience. All in all, this leads to better engagement.
Noel’s pioneering work means that the site is a reference point for those in the veterinary world. To maintain the site’s authority and preserve SEO and ranking factors, a full website audit was completed and the most highly trafficked and popular pages were noted. Now the new site has lauched, we have redirected all the old pages to the new meaning no borken links resulting in page not found 404 errors.
In addition to the digital work undertaken by Lightflows, we also provided the majority of the photography as well. This included photography the practice, vets and other members of staff. We’re particulary proud of the team pages which put each of the staff members in their enviroments – why not take a look Fitzpatrick Referrals team pages.
Fitzpatrick Referrals are thrilled with the new site, as are their fans. The reaction on Facebook has been amazing.. but don’t just take our word for it…