Bristol Works Website Redevelopment Case Study: Public Sector Website Design by Xelium

Digital transformation is about much more than refreshing a website. It begins with understanding the people who use it, the goals of the organisation, and the outcomes the website needs to achieve.

Transforming a Public Sector Website to Better Connect Employers, Schools and Young People

That philosophy formed the key underpinning of Xelium’s work with Bristol Works, a Bristol City Council initiative that connects employers, secondary schools and young people through meaningful experiences of work. The project centred on redesigning the website’s most important public-facing pages to improve communication, strengthen employer engagement, and create a clearer journey for every visitor.

Rather than simply modernising the appearance of the site, the redevelopment focused on creating a digital platform that reflects the programme’s growing impact and supports its future ambitions.

Understanding the Challenge: Designing a Multi-Audience Public Sector Website

The original Bristol Works website had evolved over several years as the programme expanded. During that time, new content had been added to meet changing priorities, resulting in information that was sometimes repetitive and difficult to navigate. The website needed to serve several distinct audiences:

• Employers looking to support young people through careers education and work-related learning
• Secondary schools seeking employer engagement opportunities
• Parents and young people wanting to understand the programme
• Partners and stakeholders interested in the programme’s impact across Bristol

Each audience had different priorities, yet much of the content overlapped across multiple pages. The challenge was to simplify the experience without reducing the depth of information available.

Developing a Strategic Proposal

Before any design work began, Xelium undertook a detailed review of the existing website, analysing its structure, user journeys and content. Rather than proposing a cosmetic redesign, we developed a strategic plan that focused on improving how users moved through the website and how Bristol Works communicated its objectives. The proposal recommended:

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This strategic approach was well received by the Bristol Works team because it aligned closely with their evolving priorities, particularly their ambition to increase employer engagement across Bristol. Following discussion and refinement, the proposal was approved and the redevelopment project moved into the design and build phase.

Transforming a Public Sector Website to Cater to Multiple Audiences

One of the biggest challenges of the project was designing a website that could successfully communicate with several different audiences without overwhelming visitors.

• Every page was carefully planned around a specific user journey.
• Employers needed to understand why they should get involved and how simple it is to make a pledge.
• Schools needed practical information about working with employers and delivering careers education.
• Stakeholders needed evidence of impact and programme credibility.

By giving each audience its own dedicated section while maintaining consistent navigation throughout the site, visitors can now find relevant information more quickly and with greater confidence.

A Structured Six-Page Redevelopment

The project centred around the redevelopment of six key pages that now form the core of the Bristol Works website.

1. Homepage

The homepage was redesigned to provide a clear introduction to the programme while immediately communicating its purpose. A stronger visual hierarchy, concise messaging and prominent calls to action help visitors understand how Bristol Works connects employers with schools and supports young people across the city.

The homepage also introduces programme impact, highlights employer participation and directs visitors to the most relevant areas of the website.

2. Employers Page

The Employers page was created to speak directly to businesses considering involvement with Bristol WORKS. Rather than simply explaining the programme, the page demonstrates the value of employer engagement by highlighting benefits such as supporting the local community, developing future talent and contributing to corporate social responsibility and ESG objectives.

The page also explains the many different ways organisations can become involved, making participation feel accessible regardless of business size or sector.

3. Employer Pledge Page

The Employer Pledge page became the website’s primary conversion page. Its purpose is to explain exactly what making a pledge involves while reassuring employers that Bristol Works provides practical support throughout the process.

The page simplifies what could otherwise appear to be a complex commitment, encouraging organisations to take the next step with confidence.

4. Schools Page

The Schools page focuses on supporting secondary schools and education providers.

It explains how Bristol Works works alongside schools to coordinate employer engagement, organise workplace experiences and strengthen careers education.

The content was structured around practical information that school leaders, careers advisers and teaching staff can quickly access.

5. Impact Page

Demonstrating measurable outcomes has become increasingly important for publicly funded programmes.

The new Impact page showcases the difference Bristol Works makes through employer engagement, student participation and school partnerships.

Designed to accommodate statistics, case studies, testimonials and employer stories, the page provides valuable evidence for employers, schools and funding partners alike.

Its flexible layout also allows Bristol Works to update impact information as the programme continues to grow.

6. News Page

The News page was redesigned to become a central hub for programme activity.

Instead of simply publishing announcements, it provides an opportunity to celebrate employer partnerships, showcase successful school projects and highlight the achievements of young people participating in Bristol Works activities.

Regular news updates also help demonstrate that the programme remains active and continually evolving.

Balancing Design, Accessibility and Flexibility

Throughout the redevelopment, every page was designed to remain consistent with the established Bristol ESL and Bristol Works visual identity. At the same time, significant improvements were made to page layouts, content hierarchy and user experience. Particular attention was given to:

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The result is a website that feels modern without losing the familiarity of the existing brand.

Building for Future Growth

One of the strengths of the redevelopment is that it creates a platform for future expansion. Rather than designing pages that solve today’s challenges alone, the website has been structured to accommodate future developments such as:

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This forward-looking approach ensures the website can continue supporting Bristol Works as the programme develops over the coming years.

Delivering Meaningful Digital Transformation

The Bristol Works redevelopment demonstrates that successful website projects begin with strategy rather than design.

By understanding user needs, simplifying information architecture and creating dedicated journeys for different audiences, Xelium helped transform an established website into a clearer, more engaging digital platform that supports both programme delivery and organisational growth.

The finished website reflects the collaborative relationship between Bristol Works and Xelium throughout the project. From the initial strategic proposal through to design, content development and implementation, every stage focused on helping Bristol Works communicate its mission more effectively while creating a better experience for employers, schools and the wider community.

Looking to Transform Your Organisation’s Digital Presence?

Many public sector organisations, local authorities, education providers and partnership programmes face similar challenges: multiple audiences, complex services and the need to demonstrate measurable impact. At Xelium, we work closely with clients to understand their goals before developing websites that combine thoughtful strategy, intuitive user experience and flexible content management. Whether you’re planning a complete website redevelopment, improving employer or stakeholder engagement, or creating a digital platform that supports long-term growth, we’d be delighted to discuss how we can help.

Contact Xelium today to discover how we can help transform your digital presence into a website that delivers measurable results.