Our objective was to refresh West Fraser’s website by trimming the excess and planting a user-friendly experience. We streamlined navigation, optimized SEO, and ensured accessibility—combining multiple websites into a single digital presence set to grow.
In the dynamic world of forestry and manufacturing, West Fraser stands tall as an industry leader. Yet, even giants can face challenges in the ever-evolving digital landscape. West Fraser's website, while informative, was beginning to show its age.
It struggled to keep pace with the company's growth and the diverse needs of its audiences - investors, employees, customers, and the wider community. The site's complex navigation structure made it difficult for users to find the information they needed, hindering engagement and potentially impacting business opportunities.
We embarked on a journey to transform West Fraser's online presence, guided by our core principles of clarity, action, and purpose. Our first step was to conduct a thorough analysis of the existing website, identifying pain points and opportunities for improvement. We delved deep into the needs of West Fraser's diverse audiences, understanding their online behaviours and information requirements.
Armed with these insights, we crafted a comprehensive strategy to revitalize the website's architecture, content, and design. Our approach centred on simplifying the navigation structure, making it intuitive and user-friendly for all audiences. We also prioritized enhancing the site's SEO, ensuring West Fraser's online visibility and reach were maximized. Finally, we implemented accessibility best practices, making the website inclusive and welcoming to everyone.
Based on our findings, we developed a new information architecture that prioritized clarity and ease of use. We reorganized the site's content, simplified navigation, and implemented a user-friendly search function.
The result was a digital platform that truly reflected West Fraser's stature as an industry leader. The revamped website provided a seamless and engaging experience for all users, regardless of their needs or technical abilities. The simplified navigation structure made it easy for visitors to find the information they sought, while the enhanced SEO boosted the site's visibility and organic traffic.
By prioritizing accessibility, we ensured that the website was inclusive and welcoming to everyone, reinforcing West Fraser's commitment to diversity and community engagement. The transformed online presence not only strengthened West Fraser's brand image but also provided a robust platform for future growth and innovation.
West Fraser envisioned a digital presence as grand as the forests they manage. A dynamic online platform, that would empower their team to craft and share engaging content effortlessly, streamlining their workflow and strengthening their connection with major stakeholders.
West Fraser envisions a future where every tree adds value to our lives and the planet. As pioneers in the forest products industry, they are committed to innovation and sustainability by continuously enhancing operations and exploring new possibilities in bioenergy and bioproducts to meet the evolving needs of our world.
Book a Meeting
Or
Send a Message
