R3
A creditor insolvency guide rebuilt on WordPress so that R3's comms team, and its members, could keep it current themselves every time the landscape moved.
Objective
R3 is the trade association for the UK's insolvency, restructuring, advisory and turnaround professionals. Its creditor insolvency guide website had fallen behind the landscape it described: the information needed updating, the processes needed diagrams and infographics rather than paragraphs, and the site itself was working against two different groups of people at once.
The R3 comms team found it awkward to maintain. Visitors, creditors trying to understand what happens to money they are owed, found it hard to read. The brief was to rebuild it.
Creative response
- Rebuilt rather than patched. The upgrade was scoped against developments in the insolvency landscape, so the content model changed, not just the skin.
- New WordPress CMS. Chosen for a more flexible, more user-friendly infrastructure than the one it replaced.
- Personal logins for R3 members. Members given their own accounts to edit content, publishing devolved to the people who hold the expertise, rather than routed through the agency.
- Diagrams and infographics. Insolvency processes drawn instead of described, which is the only way a lay creditor gets through them.
- Mobile-friendly, built to best practice. A more dynamic site that behaves on the device people actually arrive on.
- SEO optimisation. Structured so the guide can be found by someone searching a problem, not a brand.
- Google Analytics installed. So R3 could monitor performance and interaction themselves, from day one.
Results
WORDPRESS, CMS replaced to give R3 a flexible, self-serve infrastructure
MEMBER LOGINS, personal editing accounts issued to R3 members
MOBILE-FIRST, rebuilt to best practice and SEO-optimised
ANALYTICS, Google Analytics installed so performance is measured client-side
The handover was the point of the project. The brief asked for something easier for the R3 comms team to run, and the build answered it with a CMS change and devolved editing rather than a maintenance retainer, the same instinct behind W'A.I's Build work today: independence over dependency.
The work
