Case Study: THE SAFE GROUP

As The Safe Group’s business grew and diversified over time, their existing website became cluttered, outdated, and difficult to navigate. Users struggled to quickly understand their full range of services or find relevant information, and the design no longer matched the brand’s professionalism.

Specific issues included:

Overwrought layout that buried service information beneath unnecessary complexity

Visual mismatch with the modern, expert-driven brand identity their clients expect

Poor UX for diverse users, including facilities managers, procurement teams, and emergency contacts seeking instant clarity

Potential loss in organic visibility, since the previous site contained important SEO content that needed to be preserved

Our strategy focused on delivering a streamlined, strategically structured website that reflected The Safe Group’s technical expertise and service reliability—while retaining their visibility and website equity to date.

Bespoke WordPress Build with ACF

We created a new website on WordPress, powered by Advanced Custom Fields (ACF). This gave The Safe Group a flexible, easy-to-manage platform that allowed for future updates, new service additions, and content expansion, all with minimal technical friction.

Clean, Service-Focused Layout

We simplified the site’s navigation and layout, introducing a clean, intuitive structure that prioritised key service areas—such as emergency cleaning, planned specialist cleaning, and project-based contracts—so users could find what they needed in one or two clicks.

Modernised Visual Identity

A subtle brand refresh updated the palette and typography to reflect the company’s professionalism and 24/7 readiness. This kept their established identity intact while elevating the site’s aesthetics to better mirror their high-performance culture.

SEO-Friendly Content Migration

To preserve search engine visibility, we carried over all existing content and implemented precise redirects, metadata, and structured formatting. This ensured seamless SEO performance despite the redesign.

The new SafeGroup website now delivers a superior experience for users and reinforces the brand’s core strengths:

Clear and modern design that aligns with The Safe Group’s authoritative and solution-driven identity

Improved usability—visitors can now easily explore emergency, planned, or project services without wading through clutter

Maintained SEO performance, with no loss of organic visibility or content reach thanks to careful migration and metadata retention

Future-proofed CMS, enabling internal teams to add new services, case studies, or updates easily and promptly

This redesign illustrates how thoughtful design, technical execution, and user experience can blend to produce a cleaner, more effective digital platform—without sacrificing search performance or brand equity.