Not only did we add a section with a map for the new location; we also had to rewrite the copy to reflect the new business model.
Whitfield has been evolving in the way that it operates for a while. Adding the houses in Ipswich forced the issue because the business model in Suffolk is different to Cambridge and Colchester.
We helped the property company to define its new unique selling points and marketing messages, writing the copy to express them for the website. Because the messages are different according to location, we restructured the student website to show benefits according to each place.
It did mean axing my favourite bit of copy from the original site: ‘No Piggy in the Middle’ – but the refreshed website has more eye-catching benefits for students in all three locations.