The Challenge

Optima Systems Consultancy is a Systems Engineering and Business Consultancy based in Thornbury, North Bristol.

They specialise in the Defence, Nuclear, Space, Transport and Utility sectors, combining in-depth technical expertise with broader Systems Thinking to scope and solve complex problems.

They approached us with the challenge of building a lead generation WordPress website to replace their existing site.

This was to be achieved by creating a fully optimised website with a refreshed user experience (UX) with a modern, widescreen design and streamlined navigation.

There were 5 key functions they wanted the site to have:

  • Clearly convey their services and areas of expertise, as well as introduce their key team members
  • Confirm Optima’s credibility as an industry leader by showcasing case studies, news and insight posts
  • Adopt a consistent look and feel and tone of voice as outlined in their new brand guidelines
  • Provide clear call-to-actions for lead generation
  • Underpinned by a CMS (which was non-existent in their previous site) to allow Optima to keep the site fresh and up-to-date.

Project Images

The Solution

In order to answer Optima’s brief, we kept UX front of mind.

Their previous site was dated, with minimal pages, loaded with content. To help streamline the navigation, we created a sitemap with dedicated service and sector pages to help users locate the information they require as quickly and easily as possible, with minimal clicks.

It was also important to Optima that if someone wanted to get in touch, they could talk directly to their expert team, so it was necessary to introduce the key team members and their skillsets on various pages throughout the site, rather than relying on faceless contact form submissions.

As a result of working across various projects in many different sectors, we identified that Optima needed the facility to showcase their talents in various formats across the site, such as:

  • Snapshots of current and live projects
  • Dedicated pages to display their case studies for completed projects
  • And a News and Insight area to post blogs, press releases and industry news

In terms of the look and feel, Optima were keen to leave behind the military-centric imagery of their old site, in favour of contemporary, circuitry and technology themes. As they pride themselves on ‘managing complexity’, we ensured this was reiterated throughout the site with the use of interlinking abstract patterns and directive lines throughout the design.

This WordPress site was also developed knowing that Optima needed great flexibility to update their internal pages on a case by case basis with various content types such as: text, images, videos, testimonials, downloadable files, animated statistics - all linking to relevant case studies and blog posts. It was key here that the page format was adaptable and ‘smart’ to ensure every variant seamlessness connected together to achieve a coherent and easy to navigate page layout.

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