In 2017, hfx realised that it needed a new website, one which reflected our values, our innovation and our commitment to delivering solutions for the New World of Work.
Nicola Smart (COO, hfx) recalls “Early on we decided that the website should provide visitors with a positive and immersive experience that provided clear and concise information. Too many websites bombard and overwhelm you with pointless information and noise”.
12 months later and hfx releases a completely new design of website, different in almost every respect to traditional websites;
- No annoying banners asking you to accept cookies. We decided early on that we wouldn’t be “stalking” our visitors and therefore have no need for tracking cookies. If visitors want to contact us, they know where we are.
- No visitor badgering or callouts to nag the visitor into contacting us. We believe you either want to contact us or you don’t. No amount of badgering is going to make you change your mind – indeed in some cases the annoyance of callouts is enough to make you leave.
- No bombarding you with information you didn’t ask for. Your time is precious, so we simplify and summarise information into key points. If you need more information you have the option to download a pdf or visit our microsite (www.hfxworkforce.com)
- No email grabbing. We don’t require your email before you can download documents. The only time we will ask for your email is if you want to contact us via our contact form.
- No Scroll to Infinity. So many websites insist on the “long scroll” – which is intended to take the visitor on a journey ending up with a call to action. The journey, of course, is predefined and makes to many assumptions about the visitor. Users often end up getting lost, frustrated or confused by having to scroll through the irrelevant to find the relevant. There is a need to simplify and we have achieved that eliminating almost all scrolling.
Naturally, when you buck the trend and go against the rules of website design, it’s never going to be easy.
There are no templates or previous designs to base yours on and you are battling preconceived ideas of how a marketing website should be designed. It had to be conceived and built from the ground up.
A new menu structure and navigation system was designed, redesigned and after that several more times to accommodate the vision we had for the website.
There are also trade-offs to be made; Google search and SEO friendly http://www.hfx.co.uk is not. Nor is it particularly mobile friendly. We also accepted that for many the new site would be like “marmite”; visitors would either love it or hate it, but at least it wouldn’t be another bland corporate design.
Let us know what you think of hfx.co.uk