Oxford Optronix web­site redesign and rebuild

The previous website was built on a custom content management system (CMS), which, because of its limitations and unintuitive interface, became harder to manage over time. 

Although the custom CMS could theoretically be changed to suit the needs of the content and its editors, making changes relied on the sole developer. This meant changes were subject to his availability and costs, and meant that future changes would be problematic if the developer was no longer available.

In light of these discussions, we suggested Craft CMS, a commercially available CMS with a large community of developers and support. The flexibility and framework of the CMS would allow us to expand and iterate on the website to keep pace with the evolving product line. Building on our design team's rebranding work, the website was crafted to reflect the new direction and more modern aesthetic of the Oxford Optronix brand. We worked on improving the structure, hierarchy and legibility of the complex product information for both mobile and desktop environments. Product information and documentation, previously on multiple domains and CMS’s, were combined and can now be managed from a single place, ensuring consistency and maintainability.

The rebuild presented an opportunity to analyse and improve the website’s search engine optimisation. Our in-house Google experts carried out an audit of the site and produced a strategy for growth. These suggestions were implemented into the build stage in combination with significant performance increases.