A new website and new narrative, the Walton Way
Walton’s old website was visually dull, poorly structured and off-puttingly wordy. It lacked a clear narrative, and a single, definitive positioning for the business. However, as is often the case, the text did contain a few inspiring nuggets – one of which was a brief reference to a ‘Walton Way’ of working.
I discussed this with the team at Walton and discovered that the Walton Way existed as a defined and documented set of working practices. From a branding perspective, this was gold dust! I brought the Walton Way to the fore in the new narrative and made some of the core principles into bold, engaging headline statements.
The new narrative also elevated Walton’s offering. The old site talked about doing work on time and on budget, but this sounded a bit ordinary. Instead, the new site refers to ‘Utility reinstatement to a higher standard’. Similarly, the old site referenced Walton’s extranet (where clients could track progress of their projects). This feature – and the clever technical ways in which it was delivered, including photos of completed works being added in real-time – felt like it needed highlighting, so I named it Walton’s WorkWatch extranet and photo database.