phs Group Website Redesign & Digital Transformation
phs Group, a UK leader in workplace hygiene solutions with turnover in the £262m–£351m range across my tenure, needed more than an aesthetic update: they required a high-performance, user-centric digital platform to drive growth across the entire organization.
Senior Digital Marketing Manager
Led digital marketing strategy, UX research, CMS architecture, conversion rate optimisation, and agency integrations across group and sub-divisional websites.
Measured Performance Results
Digital Sales Growth
Led the digital marketing function through the period that delivered over 50% digital sales growth in UK Hygiene.
PPC ROAS Efficiency
Restructured paid acquisition from zero return to 3:1 ROI in 3 months and 4:1 ROI in 6 months while cutting spend by 75%.
Conversion Rate Optimisation
Improved overall site conversion rate from 0.5% to 4.0% within one month post-launch through user journey restructuring.
Creating a High-Performance Digital Platform
An outdated platform was limiting customer engagement and operational efficiency. This project was about creating a user-centric platform that would drive growth and scale effortlessly across the entire organisation.
By leveraging data-driven insights, UX/UI best practices, and marketing automation, we built a conversion-focused, scalable ecosystem that redefined phs Group's digital presence and established the foundation for divisional expansion.
Mobile-First UX Design System
A Design-Thinking Structure Powered by Strategy
Every stage of the transformation followed empirical research, UX prototyping, development integration, and rigorous testing.
Discovery & Strategy Development
Every great transformation begins with a deep understanding of the landscape. Before diving into design or development, we took the time to listen, learn, and analyse.
- Conducted stakeholder interviews and UX research to align business goals with website objectives.
- Uncovered core challenges facing the existing platform and customer pain points.
- Assessed industry benchmarks and gathered competitive insights.
- Performed technical audits to identify and address SEO and performance issues.
- Designed a modular website structure, allowing for easy replication across divisional sites.
Interviews & Discussions
Design & Prototyping
A great website is an experience. From the very first interaction, a user should feel guided, engaged, and empowered to take action.
- Created high-fidelity prototypes in Figma, mapping out seamless user journeys.
- Implemented mobile-first, accessibility-compliant UX/UI design.
- Created conversion-optimised CTAs to maximise lead generation.
- Prioritised accessibility and usability, ensuring all visitors can navigate effortlessly.
Development & Integration
To create a high-functioning, scalable platform, we leveraged a best-in-class technology stack that integrated seamlessly with phs Group's existing operations.
- Umbraco CMS, enabling scalability across multiple business divisions.
- Ensured GDPR compliance and security enhancements to protect customer data.
- Pardot & Salesforce integrations for automated lead nurturing and CRM attribution.
- Built a multi-language framework for future expansion and localisation.
Behind the Scenes Stats
Testing, Deployment & Training
Before the phs Group platform went live, we subjected it to rigorous performance testing, security audits, and real-world user simulations.
- Ensured cross-browser and multi-device responsiveness.
- Reduced page load times and improved Core Web Vitals scores.
- Multi-platform testing, ensuring seamless browsing across all devices.
- Provided training to internal teams on managing content via Umbraco CMS.
Customer Testing Stats
Future-Proof Digital Foundations
This project proves that a well-executed digital transformation redefines how a business operates, connects, and grows. Beyond the numbers, visitors find what they need faster, engage with the brand longer, and convert more frequently.