What We Did

  • Redesigned their website to incorporate strong branding and styling elements to cement their status as a distinguished and recognised Zoo and Charity. 
  • As part of improving the user journey, we streamlined their sitemap to promote key entry points for the user in the navigation and make sure information about both the Zoo and Charity could be found easily. 
  • Directed the user along the conversion route to book tickets or donate by improving the content hierarchy and implementing strategic calls to action. 
  • Developed bespoke Guttenberg blocks to give greater scope for content editing as well as adding more fluidity to each page. 

Results

Following a successful domain migration aligned with their rebrand as Colchester Zoological Society, 100% of pages from the old domain were fully indexed on the new domain, ensuring seamless continuity. This technical achievement supported a 21% year-on-year increase in ranked keywords, boosting their online visibility significantly.

The redesigned website, combined with an improved CMS and streamlined user journey, helped establish their new identity as both a recognised zoo and registered charity. These results have strengthened their long-term digital presence, supporting their goals to engage audiences and encourage ticket bookings and donations.

New Brand, New Website Design

Their website redesign reflected their new identity as a distinguished and recognised Zoo and Charity. It incorporated strong branding and cohesive styling elements that reinforced their credibility and mission. Every visual and structural decision was carefully crafted to align with their rebrand, ensuring a professional and engaging online presence.

The refreshed design not only elevated the overall user experience but also helped clearly communicate both their roles, fostering trust and connection with both zoo visitors and charitable supporters alike.

Streamlined Navigation & Conversion Path

To improve the user journey, we streamlined the sitemap to highlight key entry points within the navigation, ensuring visitors could easily find relevant information about both the Zoo and the Charity. This clear structure simplified browsing, helping users quickly access what they needed.

Additionally, we restructured the content hierarchy and integrated relevant call to actions, guiding visitors smoothly along conversion paths to book tickets or make donations. These improvements not only enhanced usability but also supported the client’s goals by increasing engagement and encouraging meaningful user actions.

Custom Gutenberg Blocks for Flexibility

Bespoke Gutenberg blocks tailored to the client’s specific needs were developed, providing them with greater flexibility and control over content editing. These custom blocks allow the team to easily create and modify page layouts.

By enhancing the content management experience, the blocks enable dynamic, engaging pages that can be updated quickly to reflect ongoing marketing efforts or new direction. This solution not only improves efficiency but also ensures the website remains fresh and up-to-date.

“The team put together some fantastic initial designs for us to review which really captured the feel of zoo and offered us some great advice throughout the process.Since going live with the new site, the Logic Design team have been quick to respond to any queries and help out and we hope to continue to work with this friendly team going forward! “

Business Development Manager, Colchester Zoo
01473 934 050