We Doubled a UK Health & Safety Company’s Conversion Rate

Business Type: B2B
Website Type: Lead Generation
Service: Conversion Rate Optimisation, Website Development

What You Need to Know

  • We produced a brand new bespoke website for the UK’s leading health and safety certification contractors.
  • The build began with a detailed website specification, including CHAS’s needs, our ideas and the new website’s SEO requirements.
  • After wireframing, we produced CHAS’s new website, complete with onsite SEO optimisation, fresh copy and the application of our conversion rate optimisation principles.

Who We Worked With

CHAS is the UK’s leading contractor for health and safety certification. Their accreditation schemes support their clients to ensure compliance across the different areas of risk management and to mitigate risks across supply chains. The business is based in London.

CHAS was already a successful contractor when they approached Exposure Ninja. So the company’s website needed to reflect its prominence within the industry. While CHAS’s offline presence was huge, they wanted to increase the number of potential new clients who found them through the CHAS website and then went on to convert.

CHAS’ website back-end was becoming outdated and was proving time-consuming to manage. Time is something a busy contractor can ill afford to spend on a website — so CHAS needed something much slicker to work with and someone capable to do it for them.

Screenshot of the CHAS homepage above the fold.

CHAS are a leading health & safety accreditor in the UK

How We Achieved It

We needed to build a bespoke website for CHAS that was attractive, engaging, and that could be relied on to convert new website visitors into customers. The website also needed a simple, easy to manage back-end that CHAS could also update.

The Strategy

Before we got to work for CHAS, we did some preliminary research. We reviewed the example websites that CHAS provided as sites that they liked, delving into what was working well for their competitors. We also analysed the CHAS website’s current layout to understand what wasn’t working well.

Armed with this information, we then had a meeting with CHAS to create a detailed website specification document. We complete this process for all our website development clients to ensure we are all clear on the new website’s layout, the menu structure, and the functionality required to make the website operate well.

Then, our team set to work. We began by laying the SEO groundwork to inform the website structure and set the website in good stead for when monthly marketing began. Wireframes were created and approved, and we started the bespoke design phase. Our goal is always to create a website design our clients love, using our conversion principles to ensure it doesn’t just look good but performs well too. Once CHAS approved our design, one of our expert developers built the website on WordPress.

The CHAS website before and after the redesign

The CHAS website before and after the redesign

The Package

We carried out a bespoke build for CHAS’ new website. We then went on to build CHAS additional micro-sites that linked to the main domain. CHAS then moved into a full marketing campaign, focused on attracting new visitors to the website and an ongoing monthly technical support package.

The Results

The new website was a hit! There were some amends to be made, but these were all managed smoothly before CHAS’s new website went live. It took our well oiled Development Team just four months to turn this project around.

Our Development Team continues to work with CHAS, making regular updates to the site, focusing on CRO improvements.

The CHAS Website Before

Screenshot of the CHAS website before the redesign

The CHAS website before the redesign

The CHAS Website After

The CHAS website after a redesign

The CHAS website after a redesign



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"Exposure Ninja is fantastic! No matter which member of the team I deal with, I am always talking to a true expert. They are passionate about their field, fun to work with and are brilliant at what they do."
Sarah Willingham
Sarah Willingham, Entrepreneur and "Dragon" on Dragon's Den