Repositioning an award-winning communications consultancy for its next stage of growth
Web design, Webflow development, CMS architecture, SEO and AEO, content strategy, structured data
Introduction
1284 Communications is an award-winning PR and communications consultancy founded in 2020 by George Oliver, a former editor of the Leicester Mercury who led digital transformation programmes in regional media.
I've worked with 1284 for several years, as their web designer and as one of their trusted associates. The business has used Webflow since 2022, with several iterations of its website reflecting its continued growth and changing direction.
That long-standing relationship has given me a good understanding of the business, its people and the audiences it needs to reach.
The Challenge
As 1284 developed, its services and target markets became more specialised. The business wanted to move away from broad communications messaging and establish a clearer position within four defined sectors, supported by three core services.
This direction followed work with the Innovate UK Growth Service, which helped the consultancy refine its commercial focus.
The website needed to reflect that positioning, making it immediately clear who 1284 works with, what it delivers and where its expertise lies.
There were other considerations. SEO agency Herdl had provided recommendations for improving search visibility, while George's studies with University of the Arts London had influenced plans to soften the brand and introduce a broader, more mature colour palette.
Meanwhile, the existing Webflow CMS had become increasingly restrictive as the volume of articles, case studies and supporting content grew. Content needed to be easier to manage, reuse and feature across different parts of the website.
The challenge was to bring these objectives together into one coherent, scalable platform, rather than treating design, content and technical SEO as separate exercises.
The Approach & Solution
We developed page layouts and customer journeys around the consultancy's refined positioning, establishing clear routes between its four sectors, three services and supporting evidence.
The visual design evolved alongside the content strategy. A softer, expanded colour palette, more considered typography and cleaner layouts gave the website a more mature consultancy feel without losing 1284's established brand identity.
A substantial amount of work focused on rebuilding the Webflow CMS. Rather than maintaining disconnected collections of content, I developed a more flexible structure inter-linking services, sectors, case studies, insights, news and authors.
These relationships allow relevant content to be displayed throughout the website without duplication. A case study can support a particular sector, appear alongside a relevant service and be featured on selected pages, all managed through the CMS.
The SEO work went considerably beyond page titles and descriptions. The rebuild incorporated improved heading hierarchies, internal linking, structured data, content relationships, redirects and technical optimisation for both conventional search engines and AI-powered discovery.
The Outcome
The result is a more focused, professional and scalable website, designed around 1284's commercial priorities rather than simply its existing content.
Four clearly defined sectors and three core services now provide the foundation for navigation and customer journeys, making it easier for prospective clients to understand the consultancy's expertise.
The refined visual identity introduces a softer, more confident appearance, with greater consistency across the website while retaining enough variety to distinguish different types of pages.
Behind the scenes, the rebuilt Webflow CMS gives the team considerably more control over its content. Multiple authors and editors can publish articles, update case studies and manage the website without needing to understand its underlying structure. Content can be featured, reordered and connected across different pages, reducing duplication and making ongoing updates more straightforward.
The improved information architecture, structured data and internal linking also establish a stronger foundation for SEO and AI-search visibility, supporting 1284's ambition to reach organisations beyond its traditional East Midlands market.
What began as a website redevelopment has become a more flexible digital platform, built to support the consultancy's next stage of growth.
"Graham positions RWD as a bridge between DIY websites and more pricey premium digital agencies. This is exactly what I was looking for when searching for a website for my small (and growing) business. It was completed within a fortnight, with Graham providing a highly responsive service, offering good, practical suggestions and attractive design. I would very much recommend RWD to other growing SMEs looking for a more professional digital profile."
