CalMac On Board

Radiator selected to boost visitor numbers and booking conversion rates through new website design.

CalMac is the main provider of passenger, vehicle and shipping services to the islands off the West Coast of Scotland and this contract involves Radiator's design, usability and search marketing experts working closely with the company to develop a user interface centered on usability and user goals. 

Stephen Hunter, co-owner and sales and marketing director of Radiator, said, “Following on from last year’s delivery of a Strategic Online Marketing Plan, we are delighted to have been selected, following a competitive tender, to see this plan in action and help the company boost targeted traffic, visitor engagement and online bookings.”

CalMac Marketing Manager Susan Paterson said, “Having introduced a number of customer initiatives over the last few years, we felt it was time to realign our website with these projects as consumers’ needs and the way they use the website change.

“I’m really pleased with the way it’s all looking. Radiator brings a lot of insight to the process alongside the design, which is what we need. It is very much a joint project with my in-house team speaking to Radiator on a daily basis about the website. I’ve been really pleased with the way the project is progressing as a partnership and am confident that the design of our new website will prove to be a big hit with our customers.”

Radiator’s approach to user interface development is based on an existing website audit, online research and visitor profiling before the site structure, layout and designs can be worked on. Onsite workshops with the client and Radiator’s comprehensive experience of design, marketing and eCommerce ensure this in-depth process is as smooth as possible for the client. 

Radiator's proven approach to user interface development is based on an existing website audit (from a usability, design and SEO perspective), online research (competitor and keyword) and visitor profiling before the site structure, layout and designs can be worked on. Onsite workshops with the client and Radiator's comprehensive experience of design, marketing and eCommerce ensures this in-depth process is as smooth as possible for the client.