Client: A Prominent Regional Chamber of Commerce
Industry: Business Support & Membership Services
Solution Area: Website Redesign, SEO Strategy & Digital Outreach
Organization Type: Non-Profit, SME-Focused
Location: Surrey, United Kingdom

Introduction

A well-established regional chamber, supporting thousands of businesses through networking, compliance support, and advocacy, recognized the need to modernize its online presence. Their existing website and digital platforms were not effectively communicating the value of membership or engaging prospective members.

Our team was commissioned to deliver a multi-faceted digital refresh—reimagining the website’s UX/UI, enhancing organic visibility through SEO, and launching a content-led social media campaign to drive engagement and membership growth.

Key Challenges

1. Dated Website Experience: Inconsistencies in layout, visuals, and content flow weakened the user journey.
2. Limited Mobile Usability: The site’s mobile version lacked structure, making navigation difficult.
3. Underperforming SEO: Low keyword optimization, poor backlink profiles, and technical limitations were hindering organic discovery.
4. Weak Conversion Points: The website offered minimal incentives or clear paths for signups or inquiries.
5. Passive Social Media Strategy: Channels lacked engaging content formats and consistent branding.

Strategic Approach

1. Website UX/UI Overhaul

• Performed an in-depth UX audit highlighting design inconsistencies and friction points.
• Created a homepage mock-up focused on brand clarity, value proposition, and CTAs like “Join Us” and “Subscribe.”
• Optimized information architecture for seamless navigation across core pages like Membership, Events, and Services.
• Improved mobile responsiveness by refining content layout, reducing white space, and prioritizing CTA visibility.
• Collaborated with the chamber’s web partner to implement actionable updates within the project timeline.

2. SEO & Technical Optimization

• Benchmarked performance against peer organizations using SimilarWeb and SEMrush.
• Identified keyword opportunities aligned with services like international trade, networking events, and business advice.
• Addressed technical gaps through on-page SEO recommendations, structured metadata, and performance enhancements.
• Implemented social media backlinks and integrated Yoast SEO tools to prepare for future content scalability.

3. Social Media Content & Campaign Execution

• Designed platform-specific content including animated explainer videos, carousels, and spotlight scripts for member interviews.
• Developed a refreshed tone and visual style inspired by the Chamber’s official magazine.
• Deployed approved content across Facebook, LinkedIn, Instagram, and Twitter to increase brand awareness and traffic.
• Leveraged Hootsuite for scheduling and analytics to track post engagement, followers, and referral traffic.

Results & Measurable Impact

Note: Video content was not optimized for Reels format on Instagram, affecting performance.

• Increased engagement on key conversion pages.
• Positive stakeholder feedback on UX changes and content quality.
• Established content and design standards for future use.
• Highlight on Reels and carousels as future opportunities

Conclusion

This digital transformation initiative repositioned the Chamber as a more accessible, engaging, and value-driven organization online. While technical limitations and stakeholder approvals shaped the project’s scope, we delivered impactful results in site usability, member engagement, and content clarity.

More than a redesign, this project laid the foundation for long-term digital growth empowering the Chamber to tell its story more effectively, convert more visitors into members, and support its mission of championing local business success.