New website for Sector Institute Transport & Logistics

Translating identity to online

The Sector Institute Transport & Logistics emerged from the merger of several organizations. Shortly after the merger, the websites of all parties were consolidated, resulting in a fragmented look and feel. Additionally, the offline corporate identity had yet to be translated into an online presence.

Concept & uniformity

It was time to take a closer look at design and the accessibility of information. Aviva’s first task was to uncover the new shared online goals and create a cohesive whole. We then developed the concept and look and feel for the website.

Sector information

One of the Sector Institute's primary objectives is to ensure a steady inflow of workers into the sector. According to Ramon de Goede, marketer at Sector Institute Transport & Logistics: "The website stlwerkt.nl must be the go-to platform for prospective students, job seekers, and career switchers looking for information about learning and working in the sector."

Improved usability

Another key goal is to enhance the employability of workers. Simply put, this means ensuring that people can stay healthy and productive in a sector that is physically demanding. Employers should be able to find everything about occupational health and safety regulations on the website, as well as tips for safe and healthy working practices.

Targeted at the audience

The old site primarily focused on employers, making it difficult for prospective students and (future) employees to find information. Content was organized by "corporate department," a structure that was not relevant to visitors. In short, the site needed to be much more audience-oriented.

Thematic content

During the strategic phase, it became clear that much of the information for employers was also relevant to employees, and vice versa. Audience-specific sections would have led to a lot of duplicate content—far from ideal. Additionally, the goal was to ensure visitors could reach the right information in fewer clicks. As a result, the new website's content is organized thematically.

Fast and comprehensive

The new site is powered by Kentico, a versatile CMS that allows for the rapid development of a complete website. The old site did not function well on mobile devices, a major drawback in a sector where people are often on the move. Moreover, young people—a key target group for the organization—primarily access content via smartphones. Naturally, the new site is fully responsive.

CRM integration

The website is highly integrated with the Sector Institute’s CRM system. Data collected through forms—such as contact forms or sign-ups for newsletters or events—can now be automatically processed and understood by the CRM. The Sector Institute can even create new forms independently, thanks to templates we developed.

Traffic growth

The new site is not only a platform for both employers and employees but is also much easier for visitors to navigate. There’s less content overall, and complex information has been simplified. Information is more accessible, better organized, and easier to use.

Initial results are promising. The mobile-first approach is paying off, with mobile visits increasing by over 36%. Key landing pages have seen 2 to 4 times more direct visits than before, partly thanks to some standout campaigns. Additionally, repeat visits have risen by nearly 9%.

A great car isn’t left in the garage

Ramon de Goede offers this analogy: "A good website is like a great car—you don’t leave it unused in the garage. You take care of it and improve it with attention." Naturally, we also handle site maintenance. Exciting future plans are in place, such as fully integrating the job portal mobiliteitscentrum.stlwerkt.nl. Other ambitions include content personalization and creating a user-friendly “My Environment.”

These enhancements will ensure stlwerkt.nl continues to help employers, employees, and job seekers in the transport and logistics sector more effectively and efficiently.