Harrogate digital & branding agency Impression Studio has delivered a new website for KAL, the not-for-profit charity which manages 11 leisure facilities including gyms and swimming pools in the Kirklees area of West Yorkshire.
KAL’s marketing strategy demanded a number of objectives from the project, but most important was improving the user journey and making it as simple and straightforward as possible for someone to become a customer.
It was also key to ensure information on the breadth of products offered by KAL could be easily navigated to by a range of users. The site was designed to ensure it provided long-term capabilities for growth and a robust and uncomplicated platform for KAL’s internal content teams to engage with.
Impression began by overhauling KAL’s membership sign up process through an in-depth UX phase that was based on data & research from 14 audience groups. Various design theories were investigated and tested at prototype stage to maximise the site’s conversation rate before going into development.
Impression MD Charlie Harley said: “The whole agency has embraced delivering a best in class digital solution for KAL, including heavy involvement from the UX, SEO and creative teams. Not only are we proud of the results that are now being achieved for KAL as a result of the project, but we’re also looking forward to working on the next phase of the digital strategy, which will focus on performance & further conversion rate optimisation.”
Impression originally built its business creating websites. However, it has now developed its service offering to focus on digital-first branding and delivering strategic marketing solutions. The agency has witnessed considerable growth in the last year and has made several key hires to facilitate the rise in demand for its new services, which it supplies to clients including Power Sheds, Chameleon Technology, Sanderson Weatherall, and Northern Energy.
