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Website design : case study for Mothers 35 Plus

Background

Mothers 35 Plus is the UK's leading website for 'older mothers'. Due to its high search engine profile, resulting visitor traffic and interest from the press, an urgent overhall was needed for this rather jaded looking website.

M35 design's task

The site needed to be attractive and easy to use by its target audience of women over 35 some of whom, by their own admission, weren't at all computer literate!

 

So as not to upset the site's high search engine ranking, most of the existing content was kept the same. However, some extra pages were created, as well as new message forums.

 

Mothers 35 Plus has a search engine optimisation and marketing package, which includes regular reports so that any change in its search engine ranking can be acted upon accordingly. The implementation of 'Google Analytics' provides visitor tracking information, as well as details of search engine / website referrals to the site.

The future

The new version of the site went live in August 2006 and quickly gained excellent search engine positioning for key words / phrases that weren't even in the first three pages of search engines prior to re-build. These are extra phrases to the target ones.

 

One such page that didn't exist before August was a page about 'older fathers'. This is currently no. 1 out of about 5,330,000 in Yahoo!, no. 3 out of about 1,169,459 in MSN and no. 1 out of about 1,330,000 in Google. It can be seen from 'Google Analytics' information and website stats that this page is bringing in quite considerable extra traffic to the site.

Testimonial from Lindsey Harris, who works for M35 design

"I created Mothers 35 Plus back in 1998 and it was was my first venture in web design. Since then it has had a couple of re-designs, the latest of which went live in June 2006. I have kept the site going even though I work as a web designer too.

 

Mothers 35 Plus now attracts literally thousands of visitors every week, primarily due to its top search engine postition for the term "older mothers". This has had a knock on effect, making the press regularly beat a path to my door for interviews and to find interviewees etc. New message forums have added to its popularity."


Lindsey Harris , M35 design

 

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