Aligned Assets - Mockup

case study:
aligned assets

‘Website refresh for market-leading Surrey address solutions’

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Aligned Assets are market-leaders in LLPG, LSG & AddressBase Premium gazetteers. Their aim is to help any organisation using addresses to maximise their efficiency by managing, maintaining and sharing accurate address data through the most functionally rich and advanced solutions available. Their customers are at the centre of everything they do, so they continually look to them for feedback, and use that to influence their product development and roadmap.

With a new marketing manager in place, their primary focus was to redevelop the existing website. Having an already established relationship with us, we were approached by the team. The existing website suffered from a high bounce rate of 78%, and over time it had become cluttered and overloaded with content which was having a negative effect on engagement and the user experience. Potential clients couldn’t find the information they needed quickly enough, therefore they weren’t spending a lot of time on the website.

The first challenges we identified were the navigation and user experience. Second, Aligned Assets were looking to extend their products to utility companies; a new target audience and market for them at the time. The third challenge was to reflect in the new website the combined values that form to make the reputation Aligned Assets have cultivated over the years (their brand), while still updating and refreshing this content to a more modern and user friendly experience: achieved through a combination of the skill-sets between our graphic design and web development teams.

“Red Sentence have done a great job for us in re-designing & delivering our new website. It’s been a complex overhaul and the results we’re seeing are better than expected. Jason and the team always make themselves available to help where needed and have been a pleasure to work with. We very much see them as an extension to our team.”

Justine, Aligned Assets

The Design Process

As we had first identified the new website needed to achieve a significantly smaller bounce rate, and considering the challenges we had identified in the user journey and user experience, the best approach to take was to engage the Red Sentence website design process.

Initially, we produced an informational package for Aligned Assets which gave a detailed analysis of what makes a good website.

Aligned Assets then used this information internally to assist their team in writing and updating their copy to a higher standard. We all know that copy matters, so this was a very important stage in our process working with Aligned Assets.

Moving into the first stage of our website design process, we informed ourselves by absorbing as much information as we can in our research on: their target audience, their competitors in the industry and existing website analytics.

Now advised to the full scope of the project, we began by creating a simple sitemap which details all of the pages that were to be listed in the site.

We then created low-fidelity wire-frames which were used to begin the conversation with Aligned Assets of how the very basic structure of the website would take shape. Working closely together, we presented, refined and amended these wire-frames until we had achieved a cohesive, user friendly structure that could then be worked upon when moving into the next stage of our design process. Our designers at Red Sentence loved working as a team with Aligned Assets; by working together it ensures the best possible outcomes.

With careful consideration of how the team at Aligned Assets had expressed their vision for the future of their website and brand, we created multiple homepage designs in order to give our clients a selection of choices. Aligned Assets appreciated our open, honest and regular communication in this process; we always find this ensures the successful outcome of a project.

At this stage we had consistent meetings with the team at Aligned Assets to refine our homepage designs until we had arrived at a solution that our client was happy with, and most importantly: delivered on their needs and achieved the goals they had set.

The Results

There’s some very positive evidence to show that visitors to the site are engaging for longer, and not falling at the first page.

Average time per session increased by more than 50% after the launch.
Bounce rate: 78.12% in Oct 2019 to just 12.54% in March 2020.

The number of pages per session has almost doubled since the launch of the new website.

The homepage continues to be either the number 1 or 2 most visited page but the bounce rate has dropped significantly from 55.52% in October to 11.53% in March, indicating engagement to click through.

The UPRN page continues to be either number 1 or 2 most visited page, and again, the bounce rate has dropped dramatically from 91.31% in October 2019 to 0.36% in March 2020 – showing that people are clicking through to other pages.


Aligned Assets goals with their new website were to increase engagement, and keep website users around for longer. The website we created for Aligned Assets reduced the bounce rate from their old website, which was 78% in October 2019, to just 13% in March 2020. Moreover, the number of pages per session has almost doubled since the launch of the new website. It’s evident this new website has achieved Aligned Assets’ goals, and our clients are now enjoying the benefits of a larger and happier customer base, an increase in their online presence, and an increase in conversions.

We’re very proud of what we’ve delivered for our friends at Aligned Assets, and we’re excited to see even more of the benefits they will reap from a website designed by Red Sentence in the future. How about you? We’d love to hear about any new projects you have. Get in touch with our team on 01483 904 950 or



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Red Sentence never fail to deliver what we need, when we need it and to the standard we need... Creative, innovative and professional at every point of the design experience.
Gary, CEO
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