The Møller Institute
The Møller Institute is a world-class residential leadership development and conference centre based at Churchill College, in the University of Cambridge.
Objectives
Having been granted Institute status in January 2018, the Møller Institute was transitioning from two separate identities. Møller Centre ‘Conference and events’ and Møller Institute ‘Executive Education’ to one distinct Møller Institute brand for the entire business. The new website had to reflect its premium position in the conferencing and education sectors.
Granite 5 were tasked with adjusting the online proposition and restructuring the website. To help the website equally reflect the two sections of the business offering whilst building upon the success of the existing websites.
Why Møller chose Granite 5
Granite 5 has partnered with the Møller Institute since 2016 and this was the third iteration of the website. During this period Møller had stated that Granite 5 had demonstrated to be a “reliable, proactive and effective digital agency”.
Impact
The new website design and development for Møller Institute achieved the following results.
Jan 2020 vs Jan 2019
55%
Increase in total education leads
42%
Increase in organic traffic conference centre leads
5%
Increase in total website sessions
Approach
To combine the two current websites into one and improve the performance. Granite 5 held user planning workshops to understand the separate audiences and long-term objectives of the business. Building a sandbox site to aid in aligning the website hierarchy and content to the existing customer personas.
Based on the long-term objectives of the business Granite 5 decided on a simple hierarchy for the website. Splitting users based on their broad requirements, education or conferencing. Granite 5 choose this approach to help influence the behaviour of different users whilst keeping the messaging clear for each section.
Granite 5 also re-designed the website to give it a lighter more modern look. The design needed to reflect the world-class offering of the Møller Institute.
Additional Services & Features
- User planning workshops
- WordPress Development & Content Management System (CMS)
- Modular based website design
- Custom branding per website section
- Wireframe and landing page layouts
- Meeting room filtering functionality
- Google My Business merging and management
- Citation and backlink audit
- SEO migration strategy and implementation.
Highlight- SEO strategy
The existing websites were a key avenue to market. Both were attracting significant organic traffic and generating good quality leads. To maintain and improve on their level of success Granite 5 implemented a website migration and SEO strategy.
This involved a range of tasks including the creation of new keyword sitemaps, optimising on-page elements and technical SEO set up.
The Møller Institute's website is a critical part of extending our reach and reputation as well as driving revenue. We're pleased to have partnered with Granite 5 who I have found to be a reliable, proactive and effective digital agency.
Tim Hill – Head Of Marketing, Møller Institute
The Møller Institute website has been continuously evolving throughout the duration of our partnership. Maintaining and improving their search engine performance has been an engaging project. From complex website migrations to paid search there has always been a great thirst for growth.
Carl – Senior Digital Marketing Executive, Granite 5
