A growing business
Applepips Day Nursery was first established in 2014 and has become a trusted childcare provider among its local community. In 2024 it had the opportunity to grow and add a new location to its existing services. To reflect this expansion and better serve local families, Applepips decided to revamp its website and update its branding slightly to accommodate the addition of a new location. This case study explores the process of developing two new logos, as well as a website design that is user-friendly, informative, and visually appealing. Branding Update Before we could begin working on the new look for the website we first needed to come up with a design for the logos that each location would use. These logos would need to follow the same style as the original, utilising the red and the green featured in the original logo. It was decided to go for the simple design of including the name of the location underneath “Applepips Day Nursery” as this made them easily identifiable. Another option could have included changing the colour of the hand for each location but this could cause multiple accessibility issues. Below you can see the original logo alongside the updated logos for the locations. Website RefreshThe Applepips Day Nursery had not been refreshed for a decade, so underwent a significant refresh to modernise its design. The primary goal was to create a more user-friendly, informative, and visually appealing experience that reflected the nursery’s expansion to two locations. A major change was the removal of purple, the original prominent colour. This was replaced with a light blue, creating a fresher and more contemporary aesthetic. To improve navigation, several existing pages were combined. This streamlined the site, making it easier for visitors to find information. Two new pages were added to the website. These pages provide detailed information about each location, including the services offered and the teams working at each nursery. SEO and AccessibilityWe also carried out extensive organic SEO practices to ensure that the new Applepips Day Nursery website could be found on all search engines. This included the use of keywords and the inclusion of Alt text on all of the images that were used. From an accessibility standpoint this is one of the most important additions as it allows screen readers to describe what is going on in the images. The website can also be navigated completely using a keyboard which is an excellent feature of the website builder that we use. This helps the website to comply with the new European Accessibility Act which is coming into effect later in 2025. Another important accessibility feature we included is the Ally plugin that allows users to change many aspects of the website to fit their needs. The refresh aimed to bring the website up to date, reflecting the growth of Applepips Day Nursery and providing a more intuitive and accessible experience for users. Client FeedbackThroughout this project we worked closely with the nursery manager, Tracy Shrubb to develop a site that not only worked for the parents but also for the members of staff at Applepips. This is what Tracy had to say about the development process, “Constructive Marketing made it easy for us to achieve our website aims and were very patient and understanding that our day to day jobs took precedence sometimes too! We now have a website that shows off both settings and the parents can easily navigate. We are really pleased.” Click the button below to take a look at the new Applepips Day Nursery Website. If you want to find out how Constructive Marketing can help you refresh your website get in touch by emailing us at web@constructivemarketing.co.uk or give us a call on 01903 686858
A new brand and website in less than 30 days?
Go on then, we love a challenge! Constructive Marketing has worked with Finding the Will for over 7 years developing and maintaining the company’s website. Jules Hobbs, Director and Co-Founder of Finding the Will, contacted us at the beginning of 2025 as she wanted to make some significant changes to her website. We discussed carrying on with her older site, but in the end it was agreed that having a new site would result in a more flexible and easier to manage solution. This allowed us to work on a completely new design to bring a fresh new look to Finding the Will. Along with the new website we suggested updating the branding, as this was also over 7 years old. Updating the branding had to come first as it was this design that would inform the look of the new website. Branding Update We decided to keep the same font and colours that had always been used, which allowed for a development of the existing brand. However, we dropped the use of Caps in favour of Title Case and introduced an illustrative image of William Shakespeare. This was done to both soften the brand and also to ensure there would be no confusion with other potential meanings to the company name. Previously the logo only contained the words “Finding the Will” and without context some people may confuse this with a Coaching or Will Writing business, so to rectify that misconception we had the idea of adding a stylised version of William Shakespeare into the logo. Below you can see the original logo beside the updated logo which includes Shakespeare. As we were finalising the new branding for Finding the Will we also developed multiple versions of the logo that could be used across various settings, such as for email signatures, social icons and website headers. We then produced a branding guidelines document for Jules to share with any external parties requiring her branding in the future. Once the branding update was agreed we then began work on the website. A New Website We began development on Finding the Will’s new website immediately, developing some initial ideas for what the header and footer of the website could potentially look like, these also incorporated the new branding that had been developed. The constant feedback from Jules throughout the development meant that we were able to have an almost complete site in just under 5 working weeks. For a website to go from initial concept to just a step away from the finish line in that amount of time is quite a remarkable feat. Many of the setbacks that occur when developing websites arise from delays in communication, so being able to have a constant flow of feedback and ideas from Jules was a blessing to say the least. Some of the key criteria that we set for ourselves for the development of this new website was to make the website more engaging, make the website easier to navigate and to make the website more accessible. Engaging design To make the website more engaging we felt that the inclusion of imagery and animation needed to be more prominent when compared to the previous iteration of the website. The old website was very text heavy so, in order to avoid this, much of the information on the site has been condensed into easily digestible paragraphs or bullet points, along with some eye-catching pictures this helps to keep the reader engaged for longer. Clear navigation One of our main concerns with the previous website was that some of the navigation could be misleading and confusing. In order to resolve this, we decluttered the navigation bar and also renamed some pages so that it was clear and easy to understand what the page was about. This helps people who are visiting the website to find exactly what they want. Accessibility The last main criteria to meet was possibly the most important one. Making sure that a website is accessible is often a glossed over aspect of website development, however at Constructive Marketing we believe that this is one of the most important things you can do to improve your website. We needed to ensure that the website functioned on all devices as well as multiple different web browsers so that anyone searching for Finding the Will could access it regardless of how they were doing it. Another aspect of accessibility is making sure that people who have additional needs are able to navigate and utilise the website. In order to do this we incorporated an accessibility plugin that allows visitors of the website to alter certain aspects to fit their needs. This can range from making text larger to altering the colours of the website so that it is easier to read. This was especially important for Finding the Will as the company works with Special Educational Needs (SEND) schools who rely on features such as these to experience websites. Once we completed the website and updated the branding Jules kindly surprised us with a wonderful testimonial for the work that we carried out for her. “As a self-confessed technophobe, the thought of creating a new website and a new brand was terrifying. I needn’t have worried, Constructive Marketing held my hand tightly throughout. They listened carefully and reacted to my thoughts on the kind of vibe I wanted to create. This built trust, so I knew I could ask ‘silly’ questions and not be judged. The whole process has been unexpectedly enjoyable and, in a weird way, therapeutic! As for the final result, well it’s safe to say that I’m chuffed to bits!” Jules Hobbs – Director and Co-Founder at Finding the Will Want to see how we can transform your website? Send us an email at web@constructivemarketing.co.uk or give us a call on 01903 686858
Making the right Choice
A new brand and website for Health Choice When we were approached by a specialist private medical insurance broker, Health Choice, we knew that our years of working in the Care sector could be applied to thinking about how we could work with them. Health Choice was looking for an updated brand and a new website. The company has over 20 years experience providing high quality private medical insurance services to SME businesses around the UK and wanted something that reflected its lightness of touch as well as its clarity of delivery. The new branding The old branding was looking tired and dated, so we worked with David Morrell from Health Choice to understand what he wanted to see from a newly updated brand. Together we considered, the target market and how the firm wanted to appear to that market. We then looked at colour, wording and typography, coming up with some draft ideas, that both reflected the client wishes (lots of colour and friendly professional) as well as what we had found during our market research. The old branding: After going through a few ideas and versions we produced a final version of this: The new branding retains the original blue of the previous logo for continuity, incorporates a more informal font and softer pink colour for the ‘Human Choice’ and the colours around the edge reflect the four main private medical insurance providers with whom Health Choice works. Importantly, the new logo incorporates the client’s desire for the logo to be bright and colourful but manages to also retain clear white space within it. The new website For its new website, Health Choice needed something that could grow and evolve as well as meet strict compliance requirements. We therefore went with an easily editable and secure WordPress design using minimal content that could be approved by the Client’s compliance team. This content will evolve as the client has new testimonials, case studies and service providers approved for use on the pages. This has kickstarted Health Choice’ online presence for 2025, allowing them to show the very best of what they do and how they work to existing and potential new clients. David Morrell of Health Choice stated, “I could not be more pleased with our new branding and website, Constructive Marketing really listened to what we wanted and also took on the difficult task of making sure that everything they did for us passed our strict compliance rules. They were easy to work with, professional, creative and patient!” If you need help updating your company branding or website, talk to us today.
A New Website For Cityzen
Designing Precision Down To The Last Pixel After working with Cityzen for a few months on their social media we approached them with the idea of a new website as their current one was over 5 years old and needed updating. The information it was providing was still relevant but it needed a fresh pair of eyes to bring it into the modern world of website design and provide an improved user experience. Designing the website We worked with the client to discover what they liked from website design and then looked to use these design aspects and functionality in the design of the new site. We agreed to keep the same sitemap for the main pages on the new website. We also took care to build in flexibility as we knew there would be some additions to the portfolio and blog pages once new content was created in the form of posts. As the client was a well-respected architectural design firm, it was important that the design of the new website met the same exacting standards of their work. This meant we had to take extra precision with every aspect of the website, right down to the last pixel. This took some time to make sure everything was correct for the client, but it was also absolutely worth it. Once the website’s design had been agreed, we could start populating it with information and images. The original content was mostly still relevant but it needed to be assessed and edited to reflect things like up-to-date company processes and the latest building regulations. SEO and Image Optimisation To ensure that Cityzen could be found organically on search engines, the website was designed with SEO optimisation as one of the primary objectives. We made sure that every image used on the site included ALT tagging so that it could be found organically through image search. We also reduced the file size of many of the chosen images to reduce website load times. All of the text on the website was also optimised using organic SEO techniques which included using keywords relating to the type of work that Cityzen does. The final result of this project was a website with a modern design that can be easily navigated on any device. The new website is considerably quicker to load and use than the old one. This is a result of the massively reduced file size which has been decreased by over 80%. Cityzen’s new website is now also far more discoverable on search engines as a result of all of the SEO techniques we implemented. ‘We wanted our website to fully represent us and our reputation as the precise and detailed Architectural Design firm that we are and Constructive Marketing really listened. They made sure we got everything we wanted from the new site and were able to bring our vision to life. We are really proud that we now have a website that not only fulfills our vision, but also has the capability and flexibility to grow and change as we do.’ John Smith Managing Director – Cityzen
When a company grows and changes its website should too
How we designed and built a new website for CBG Construction CBG Construction, like most companies, started small but in recent years it has grown considerably. The company needed to move on from its existing website and fast. They had already started a rebrand, but also needed a website which would match the ‘larger firm’ they were trying to achieve. Impressive redesign and UX improvements CBG Construction tasked us with creating a whole new design for their website which reflected where the company was now positioned. We also needed to ensure that the website was easy to update as we would be handing this website over completely to the in-house team at CBG Construction once the project was completed. To make the website as easy as possible for CBG to edit we used WordPress as our content management system (CMS) of choice. We also used a theme which includes a drag and drop front-end page builder, this makes the interface extremely easy to navigate if CBG chooses to carry out updates themselves. Understanding the branding In order to begin this project, we first needed to gather an understanding of what CBG wanted from its new website. We had an initial meeting with the client to discuss the proposed sitemap of the website as well as the branding guidelines (including colours, fonts and logos). With all of this information in hand we could begin designing some potential page layouts, this included a flexible template design for the case studies. CBG Construction provided us with collateral (text and images) from all of their featured case studies which could be used across the new site to show the scope of the work that they carry out. Along with these images, pdfs of the case studies that were to be transferred over were also provided. These included a lot more information than was previously featured on the old website. With all of this new information we could now begin populating the new website with content. CBG would then review the website as a whole and after some adjustments they were happy with the final design. Website optimisation and organic SEO Now that the client was happy with the website, the penultimate step was to optimise the website through organic SEO. This was achieved through setting keyword search terms for every page of the site. Applying these commonly searched terms helps to rank the website higher when users are browsing the internet and using these keywords. We also made sure to apply alt text to all of the images displayed on the website. This does two things, search engines can identify what the image is about and it can be made searchable on image search. It also allows screen readers to describe what is happening in the image which helps visually impaired users. The final result of the project was a cleanly designed, fully functioning, professional website, with a much improved user-experience. It was easy to use, not only for the user, but also anyone who wants to make updates to the site in the future. The website was optimised for all devices and is searchable on all major search engines. It’s great to see what a difference we’ve made to CBG already.
Improving Google Rankings Without Spending a Google Budget
Admor Dental Plus approached us after being recommended to us by another client. They needed help with generating more leads and increasing awareness of their software. While keeping their marketing cost down. After an initial discussion, we were able to establish the right strategy to get DentalPlus in front of the right people and ultimately improve sign up rates while still staying within their budget. The strategy included: The results By implementing the strategy, Dental Plus has seen a steady increase in click throughs to their sign up page. With extra support from our experts, they were able to implement changes to their website, making the sign up process more appealing to encourage potential customers to fill out the sign up form. Due to the consistent posting of the website links, the Dental Plus website has jumped up the Google rankings. Now appearing on page one of the search results instead of page two, improving their overall website traffic and awareness of the software. Using organic methods, Dental Plus is working towards their business goals for an affordable monthly fee and have asked us to help grow their parent company too.
Making Empire Construction An Award-Winning Company
When we first met Empire Construction Group, they were (and still are) an ambitious firm looking to gain recognition for their success and growth they’d achieved. Our growing reputation for winning business awards meant we had been recommended to them as a good fit, especially as we’d won them for other construction firms. Listening to the story One of the first things we did was sit down with the Managing Director and listen to his story; covering where he’d started, how he’d developed the business, the successes and the challenges. This allowed us to assess exactly what business award categories could be relevant and, perhaps more importantly, achievable for them. We decided that the Construction category of their local business awards offered a good mix of both, so we went for it. Art and Science It’s true that there is an art to crafting a winning award entry, but there also needs to be some science involved too. You can’t just tell a lovely story, most award judges will want to see the evidence that backs up the story. This can be in the form of financials or charts that show growth. Reviews and third party endorsements are also really worth gathering. Despite Empire being a lot smaller than some of the other companies entering, they had a fantastic story of growth, development and community support to tell. We made sure that we combined all of these elements into their award entry. What’s more, the combination worked! It was great to be shortlisted as a finalist, but even better to win! Once a company wins an award they’re always award-winning. A New Website and More We have since carried on working with Empire, building a new website that reflects the development of the company and scale of projects they now work on. We also maintain and update the site. This involves making content updates where needed and making sure the site is both secure and optimised for Empire’s target market. “Working with the team at Constructive Marketing when we need them is a real bonus for us,” says Group MD, Marcus Farrell. “We wouldn’t be the award winning firm we are today without their help and having that accolade has helped open some doors for us.” “They’re there when we need them and we know we can trust them to understand what we do and also to get on with the work.”
A New Website For Woodstock Day Nursery
When we were first approached by Woodstock Day Nursery, they were unhappy with several aspects of their incumbent website. The design looked increasingly out of date and the site was difficult for staff to update. Woodstock Day Nursery asked us to redesign their website to give it a modern look and to make it more appealing to parents. One of the most important things for Woodstock (aside from having a great website of course!) was to have a site that was easy to use from both the front and back ends.. For this website, we used WordPress which is a simple and easy to use content management system (CMS), it allows the client to make their own changes to the website if they wish to do so. We chose a theme that included a drag and drop front end page builder, meaning that it’s very easy for the client to pick up and edit if they want to make changes to the site themselves once it has launched. We started the project with a discovery meeting with Woodstock. This helped gain understanding of what they wanted to achieve from their new site. We then created a few initial design ideas for each of the pages on the website. These were then presented to the client for consideration and progression.. Once the overall design of the website (colours, font and layout) had been agreed we began development on the site. The client provided a selection of high quality relevant images, and we used them throughout the site, creating an eye-catching website that was new and fresh. Capturing the attention of any parents looking for the perfect nursery for their children. The information on the site was also fully updated and optimised for all major search engines. Once the website had been built, one of the last steps was to make sure that not only the content was optimised, but also the rest of the website was too. To make sure that it can be found organically on the internet. There were 2 main ways we did this, first we made sure that every image on the site had alt text. This is what search engines use to identify what an image contains – You can read more about ALT text in our blog post. The second way we optimised the website was by installing an SEO plugin on the website. This was used to ensure that each page on the website was using the correct keywords and the meta descriptions fitted each page they are describing, as well as a multitude of other requirements that boost the SEO score of the website. Using these combined methods we managed to increase the SEO score of the website by almost 20% before it had even launched. The end result of this project was that Woodstock had a brand new fully functional website that was easy to navigate on desktop and mobile devices. The website is also searchable on all search engines, thanks to the SEO plugin and ALT tagged images. Using these SEO techniques, the new website is more likely to be found when searching for children’s nurseries in the local area. Nursery owner, Anne Shrieves, said, “The new website is lovely and bright and so much easier to use than the old one. It really reflects the fun and laughter we share every day at Woodstock and it’s just what we wanted.”
Getting Cheesmur Building Contractors Noticed
Cheesmur were struggling with maintaining their online presence and keeping their website up to date. They needed to raise awareness and increase engagement. What we did: Our content experts worked with Cheesmur’s Senior Management team to establish a social media strategy that highlighted all of the fantastic work they do as well as the great people that make it happen. This included: Results: The Cheesmur team fully embraced our involvement which allowed us to create engaging social media posts for all of their feeds. Increasing their social media reach by over 825% with the biggest growth seen on LinkedIn. Regular updates to the website resulted in an increase in website visits and session time. Due to more people visiting the website and spending time reading the content. Contracts Director, Steve King said, “The reaction we’ve been getting from our social posts and web updates has been fantastic. It’s great to see the staff getting involved and also hearing from others how they’ve noticed our posts too. Like most Contractors, we’re not easy to get hold of sometimes. However, the Constructive Marketing team knows how we work and understands what we do, so we don’t have to spend lots of time explaining technicalities, which is great.”
The Outsourced Marketing Team For Wall Bros Carpets
We have been working with Wall Bros for over nine years to modernise their brand and continually maintain their business reputation through various channels. The rebrand We were first approached by Wall Bros in 2016 to work with them on modernising and in their words, ‘sort out their marketing’. The company was approaching its Diamond anniversary (60th year) and had been continually trading from the same premises during that time. We started with a full re-brand. This included new logos, new colour palette, and a completely new approach to how everything they had would be branded. After that, we put together and implemented the brand roll-out which included; the shopfronts, signage, clothing, all stationery, advertising, social media and the website. The new website and becoming award-winning A new website was built using WordPress, which we continue to manage. For this regional and more traditional retailer, we put together an ongoing multi-channel marketing campaign that covers both online and offline awareness and collateral. We built a loyal following on Facebook and expanded that to Twitter and Instagram. We also convinced them that their story was good enough to try for award entries. They were unsure at first – but we had uncovered some fantastic information during our research and then sought some testimonials which cemented the entry. They were delighted to be named ‘Best Small Business’ in 2017! This started a trend, as they also won the Adur and Worthing ‘Customer Service’ award in 2018. Director at Wall Bros, Ashley Horne, said, “We thought we were just an ordinary local flooring firm, but Constructive Marketing showed us that our story was actually extraordinary! Since having the re-brand and becoming a multi-award winning company, we have gone from strength to strength, with Constructive Marketing helping us all the way through. I am really grateful for everything they’ve done so far.” Maintaining an award-winning reputation Now, over nine years on, we continue to look after every aspect of Wall Bros’ marketing. From their social media channels and website to their merchandise and print advertising. Making sure that Wall Bros continues to be an outstanding flooring retailer in Worthing. Having worked with Wall Bros for so long, we have a detailed understanding of what the team wants to achieve and how they like to be portrayed. In 2022, we updated their print advertising and thought the website could do with a design refresh to reflect the aspirational imagery used in the new campaign. Refreshing the website After getting approval from Wall Bros, we started working on the website to give it a new lease of life. Adding new, well-written and SEO-friendly content to each page; including writing an FAQ (frequently asked question) for each type of flooring that Wall Bros sells on the corresponding page. Making sure it was relevant to that flooring; for example, we answered a frequently asked question about wool flooring on the carpets page. Almost all of the images on the website were also changed to; not only make sure the site reflected the latest flooring trends, but also to boost organic SEO through ALT tagging each image. We also added the latest team photo too. Our photography team attended the Worthing showroom and conducted a photoshoot of both the wonderful Wall Bros team and the vast array of flooring they have on display. We also installed an SEO plugin into the website to make sure search engines can properly recognise each page of the site. Using this SEO plugin also means that we can measure the performance of each page. The results A couple of months after all the website updates were completed we saw a huge spike in website impressions and clicks. See the image below which compares website analytics from April to July: Managing a website is an ongoing process. Things are constantly changing in the fast-moving digital world and no website is ever ‘complete’. We carry out monthly checks on the websites that we manage to ensure that everything is working correctly and all plugins are up to date. We also monitor the analytics of the websites from various sources to watch how they are performing. This allows us to keep on top of the data and notice what is, and perhaps more importantly, what isn’t working for our clients. We are not the type of team to sit on our laurels, we continually learn and move forward, just like our clients do.