Case Study
The Cambridgeshire & Peterborough Combined Authority


We have worked with The Combined Authority to redevelop their corporate website; transforming a “do we like it?” product to a product that works.

This pragmatic approach was about understanding the weaknesses of their current site which we were able to highlight due to the measure of success being if the client liked their website or not.

Request Proposal

A Spotlight on the Combined Authority


The Cambridgeshire and Peterborough Combined Authority, ‘The CPCA’, is a combined authority covering the ceremonial county of Cambridgeshire in the East of England. The authority was established on 3 March 2017 and is led by the directly elected Mayor of Cambridgeshire and Peterborough.

The Combined Authority were looking to procure a partner to help with hosting, maintaining and redeveloping their main corporate website; with a heavy focus on user experience, searchability and accessibility compliance.

The main objective of this project was to better highlight what they do, how they work, and to promote the positive effects of their many projects in the local and wider community.
The Combined Authority’s website has therefore been redeveloped in an effort to provide users with a digital platform that is both aesthetically pleasing and practical, achieving the objectives that were set out by the client in their brief, meeting the needs of all stakeholders and future users.

A Proven Track Record


Lead Genera have a proven record of successfully delivering digital projects for public and private sector organisations.

We have worked with The Combined Authority to redevelop their corporate website; transforming a “do we like it?” product to a product that works.

This pragmatic approach was about understanding the weaknesses of their current site which we were able to highlight due to the measure of success being if the client liked their website or not.

We worked with the client to demonstrate that decisions based on data, utilising analytics and audience data, would deliver a more successful website with the end user in mind instead of a site produced based on human bias.

This demonstrates our ability to deliver against your success criteria, providing you with a data-driven approach to development to deliver your results.

Aligning To Client Requirements


We understood The Combined Authority’s corporate website redevelopment brief by holding several discovery sessions with the client in the early stages of the project.

These meetings were then held again internally at Lead Genera and expanded upon, which gave way to a production timeline using Monday.com as a project management tool.

We used data to uncover what users wanted most from the Combined Authority’s website. The results were presented to committee members and used to inform future decisions about the direction of communications, engagement and accessibility of services provided by The Combined Authority.

This allowed us to work proficiently throughout the project with confidence and deliver a long-lasting product of high quality.

Adding Value Through Change


When holding our initial discussions with the client, a frequently recurring issue was raised around A) the search functionality and B) user accessibility on the website.

We enactioned Q/A testing to investigate and found there to be a high friction & difficult process when searching for documents and specific information on the site.

We proposed to develop the website with a ‘search-first’ mentality, heavily focusing on the user journey and connecting users to the exact information they want to access in as few clicks as possible.

This was achieved by rebuilding the document library from scratch, and then repurposing the navigation bar on the website into a reduced and more defined user journey. We engineered in reverse from the end user experience. The document & search system we built returned the most precise and relevant information at the top of the results list, descending into the least relevant topics as the information continued, reforming the way users access information on site.

Challenges

Challenge

  • Identifying accessibility issues to WCAG 2.1 compliance standards
  • UX and User Journey design for a better user experience
Needs

Needs

  • A full redesign and redevelopment of the corporate website
  • A clear and refined user journey with enhanced search functionality
Results

Results

  • A WCAG 2.1 accessibility score of 91%, rated 'Excellent' on Silktide
  • An engaging new website that's easy to use and even easier to search

About The Cambridgeshire & Peterborough Combined Authority


The Cambridgeshire and Peterborough Combined Authority is a combined authority covering the ceremonial county of Cambridgeshire in the East of England. The authority was established on 3 March 2017.

The authority is led by the directly elected Mayor of Cambridgeshire and Peterborough, with Conservative James Palmer winning the first elections in May 2017. The key objective here was for an advanced, fresh, SEO optimised website solution with granular analytics that supports external communication with stakeholders, helping to disseminate and automate information about the Combined Authority.

The website should show clearly how Cambridgeshire & Peterborough Combined Authority is making a difference and the benefits of this, increasing engagement and sign posting people to the information.

The website will continue to host Board meeting agenda and calendars in a simple interactive way that enables easy access to live streaming.

About

With the outbreak of COVID it became clear that we would have to speed up our digital marketing integration work and needed a company who was agile and understood exactly what to do. Lead Genera have translated our multiple projects into a slick and effective digital marketing solutions from landing pages, website development, forms, CRM integration and digital processes. Their designs are slick and their responsiveness second to none. Seriously don’t know how we could have delivered our services and communications so effectively over COVID without them. We are now set up to continue to engage with stakeholder in an efficient and effective way.

Emily Martin, Head of Communications

Challenge and Objectives

Why Our Process Works


Our process is heavily design-led, so that no time or resources are wasted when it comes to coding and physically developing any sites we work on. This means we don’t have to work on ‘live’ sites, meaning there is no potential for errors being published to a live site.

After our initial discovery phase, we provided the Combined Authority with design mock-ups of our proposed vision for their new corporate website using Adobe XD. The second phase of this was building and providing the client with a ‘staging environment’ of the realised design.

This allowed us to have more realistic conversations around functionality and user accessibility, which led to positive feedback and the implementation of some changes to enhance and improve on these elements.

Tracking a Positive Return On Investment


Alongside an advanced search system; accessibility was an extremely important focus for the Combined Authority. Their current website scored extremely low on the WCAG 2.1 compliance standards scale.

As a partner with Silktide, who lead the way in digital accessibility and WCAG compliance, we were able to take a look at the current website with an x-ray vision, specifically dialing in on WCAG 2.1 accessibility compliance. Auditing the site allowed us to implement solutions for all of the elements that were creating a low WCAG compliance score.

WCAG 2.1 was initiated with the goal to improve accessibility guidance for three major groups: users with cognitive or learning disabilities, users with low vision, and users with disabilities on mobile devices.

The new corporate website Lead Genera built for the Combined Authority has an Accessibility score of ‘Excellent’, with 90/100. This demonstrates our ability to uphold the highest levels of WCAG 2.1 compliance for your website and digital assets, ensuring that all of your public-facing assets are up to standard and in line with the law.

Challenge and Objectives
The Results

Using Data to Create an Impact


We used software(s) like ahrefs.com, google analytics, screaming frog, google search console. This enabled us to demonstrate a stable and significant impact on the Combined Authority’s website growth and direction. The use of data helped the authority make strategic decisions for future content and development of their digital activities.

Data-driven decisions helped the organisation to make strategic choices for future content development and future digital marketing activities.

Data analysis helped us understand what the Combined Authority’s users want and are looking for. This gives us an opportunity to help you in the same way to make data-driven decisions for future website content development and digital marketing.

We’re as Good as Our Reputation


The following review by the head of communications at the Combined Authority speaks for itself. We rank customer service high above a lot of other things and offer only an outstanding level of service.

We dedicate ourselves to satisfying our clients and we value their digital assets with the utmost care. Given the chance, this is the basic level of service you will receive from us.

Committed to upholding and championing the highest standards of professionalism, the entirety of our staff is given the professional development and recognition needed to keep them at the top of their game. The trust placed in us by you, our clients, compels us to always go that extra mile.

View Lead Genera’s Trust Pilot here

We’d love to hear from you and discuss your project.

If you’d like to know more about any of our services; web development, lead generation, branding and design, CRM platforms and customer retention, marketing consultancy, SEO or Social Media Marketing, do not hesitate to get in touch.

Love to Hear From You