Livery companies are missing a huge opportunity when it comes to their website
Livery companies represent some of London’s oldest and most ancient trades and professions.
Many of which can trace their formation back to the middle ages.
However, if you happen to look at the variety of website experiences across the sector, it would appear that many websites look like they come from that period too!
Livery companies play such an important and crucial role in today’s society, whether it’s providing regular charitable contributions and voluntary aid or steering and guiding the future within education.
We would therefore expect their websites to allow for a better representation of their company through bespoke design and modern functionality that allow them and their members to carry out tasks digitally.
Unfortunately, this isn’t the case for the vast majority.
On the whole, livery companies are missing a huge opportunity when it comes to their website experience and we’re going to outline some potential opportunities now.
To caveat the above statement, we have to mention that several livery companies do have a modern website experience that provides real value to those visiting it.
However, with there being 110 livery companies today, that group is limited to only a few.
Whilst many livery companies are well over a century old, there are many modern companies that represent modern-day professions such as information technologists and international bankers.
But just by glancing at a handful of company websites, modern isn’t necessarily a word that can be used to describe the state of digital within the sector.
And that is certainly a shame, as livery companies are incredibly intriguing with a huge role to play in modern-day society.
Some areas which livery companies could consider:
By nature, livery companies do not tend to shout too much publicly about their exploits.
So whilst online visibility and search engine optimisation (SEO) performance may not appear to rank too highly for these organisations, there are several benefits that a new website can provide them with.
We have broken them down into design, features and performance.
With the Dyers being among one of the higher ranked livery companies in order of precedence, they boast a very rich history and heritage in the craft of dying.
Like many of the older livery companies, they have had to adjust to the modern climate, with their long-term aim to promote the use of colour, by attracting new talent into the commercial and academic sectors.
They plan to do this by supporting the continuing quest for excellence within the industry, by having a website that doesn’t just act as a promotional tool, but one that is a preferred destination for those looking to reference key industry observations and thought leadership pieces.
We worked collaboratively with the company to deliver a website experience that reflects the prestige and heritage of the Dyers Company, which celebrates colour.
The bespoke website design created by our team boasts vibrant bursts of colour, all perfectly balanced with ample white space that allows for focus on important parts of the page.
Simple yet intuitive animation allows for a pleasant user experience where you are treated to colour transitions between pages reminiscent of the book ‘The Secret Lives of Colour’ by Kassia St Clair.
A key feature of this modern website is the interactive timeline element that aims to educate and provide a platform for website visitors looking to experience the key milestones within the company’s abundant history, from their conception in 1188 through to the present day.
Just because the majority of livery companies can trace their roots back to the middle ages, doesn’t justify having a website experience that is dated.
A modern website can help educate and promote the company to a new audience who may possibly not be familiar with the ancient trades and modern-day guilds.
New websites can bring new features that aim to provide a better experience to members too, removing some of the headaches and frustrations that come from having a website not aligned to their needs.
The benefits and opportunities of a modern website are there for all to see and it is only right that these fantastic companies are suitably represented online.