Bristol WORKS Audience Pathways Case Study Follow-Up
One of the key strengths of the Bristol WORKS website redesign was the decision to create dedicated sections for each of the organisation’s core audiences. If you have been following our developments for Bristol WORKS, we were involved in the migration and redesign of Bristol WORKS’s website previously hosted on Square Space under https://bristol.works
You can read the case study for the home page design in our previous post. Rather than directing every visitor to the same generic information, Xelium Ltd designed four distinct pathways from the homepage:
- Young People
- Schools and Education Providers
- Employers
- Projects
Clear Pathways for Visitors
Each section was carefully planned around the needs, motivations and next steps of that particular audience. This approach made the website easier to use, more relevant to each visitor and far more effective than the previous Squarespace site. We will walk you through the design of the four top pages.
1. Young People
Link: https://www.bristolesl.com/bristolworks/welcome/young-people/
The Young People section was designed to speak directly to students and young adults looking for support, inspiration and practical opportunities.
Top Fold
The page opens with a strong top section introducing the opportunities available through Bristol WORKS.
The messaging focuses on helping young people understand their future options and gain experience that will support their next steps.
The design uses positive imagery and welcoming language to make the page feel approachable and relevant.
Case Studies
A major feature of the page is the use of case studies highlighting previous work experience opportunities.
These include both:
- Virtual work experience
- In-person work placements
The case studies are important because they show real examples of what students can expect.
They help visitors:
- Understand the types of opportunities available
- See the benefits of taking part
- Gain confidence from the experiences of other young people
Including these stories also adds authenticity and encourages visitors to imagine themselves taking part.
Explore Your Choices
The next major section is “Explore Your Choices”.
This area provides a clear route to two important sub-pages:
- Career Options
- Apprenticeships
This is a valuable part of the overall structure because not every young person knows what direction they want to take.
The page therefore acts as a stepping stone, helping visitors explore different possibilities before deciding what to do next.
The Career Options and Apprenticeships pages support this further by providing more detailed and focused information.
Final Call to Action
The page finishes with a strong and supportive call to action encouraging visitors to apply for work experience.
This final section combines:
- A link to the work experience application form
- Reassuring wording to encourage students to take the next step
The tone is important. Rather than being overly formal, the language is supportive and motivating, helping young people feel more confident about applying.
2. Schools and Education Providers
Link: https://www.bristolesl.com/bristolworks/welcome/education-providers/
The Schools and Education Providers page was designed to provide a practical overview of the support Bristol WORKS offers to schools, colleges and other education providers.
Top Fold
The page opens with a clear introduction aimed specifically at teachers, careers leads and education professionals.
The headline and supporting content immediately explain how Bristol WORKS can help schools connect students with employers and work-related opportunities.
This clear positioning helps ensure that schools know they are in the right place as soon as the page loads.
Service Grid
The main feature of the page is a grid-based section showcasing the services offered by Bristol WORKS.
This grid provides a clear and organised way of presenting the different forms of support available.
Examples include:
- Work experience opportunities
- Careers events
- Employer engagement activities
- Support for Gatsby Benchmarks and careers programmes
Using a grid layout is particularly effective because it:
- Makes the page easy to scan
- Breaks information into manageable sections
- Allows visitors to identify the services most relevant to them
The grid also creates a more visually engaging page than a simple block of text.
Final Call to Action
The page concludes with a clear call to action inviting schools and education providers to get in touch.
Visitors are directed either to:
- The contact form
- A dedicated email address
This final section is designed to make it easy for schools to enquire about arranging work experience placements or employer engagement opportunities for their students.
3. Employers
Link: https://www.bristolesl.com/bristolworks/welcome/employers/
The Employers page was designed to encourage businesses to become involved with Bristol WORKS and support young people.
Top Fold
The page opens with a strong, action-focused headline inviting employers to “Help Make a Difference”. This immediately frames the page around the positive impact businesses can have.
A prominent “Make a Pledge” call to action is included in the top section so that employers can take action straight away.
The page balances a professional tone with an inspiring message, helping employers see both the value and the ease of becoming involved.
Here’s How You Can Get Involved
The centrepiece of the Employers page is a section outlining the different ways employers can support young people.
The page lists eight different types of experiences and opportunities that businesses can offer.
These may include:
- Work experience placements
- Workplace visits
- Careers talks
- Mock interviews
- Mentoring
- Apprenticeships
- Project support
- Virtual engagement activities
Presenting the opportunities in this way is highly effective because it helps employers understand that they do not need to make a large commitment to get involved.
Instead, the page shows a range of options to suit different organisations, sizes and levels of availability.
The structure also helps remove barriers by making the process feel more achievable and accessible.
Final Call to Action
The page concludes with a final “Ready to Make a Difference?” section.
This provides employers with a clear next step and directs them to:
- The contact page
- The pledge form
By repeating the call to action at the end of the page, the design ensures that employers can act after reading about the opportunities available.
4. Projects
The Projects section acts as a showcase area for Bristol WORKS activity.
Rather than being aimed at one specific audience group, this section demonstrates the breadth of projects, partnerships and initiatives Bristol WORKS has delivered.
The page is used to:
- Highlight successful projects
- Share news and updates
- Demonstrate impact
- Reinforce credibility
This is an important supporting section because it helps all visitors see evidence of the work Bristol WORKS is doing.
For employers, it demonstrates the kinds of initiatives they could become involved with.
For schools and young people, it provides reassurance that Bristol WORKS is active, established and making a real difference.
Design Strengths Across All Four Sections
The four audience sections work effectively because they follow the same overall design principles while tailoring the content to each specific audience.
Across all sections, Xelium created:
- A clear top fold with audience-specific messaging
- Focused content relevant to the visitor
- Logical structure and easy-to-follow progression
- Strong calls to action at key points
- A consistent visual identity across the website
This audience-led structure makes the Bristol WORKS website significantly more effective than the previous generic Squarespace site.
Instead of expecting visitors to search through irrelevant information, each audience is guided directly to the content and actions most relevant to them.
The result is a website that is easier to use, more persuasive and better aligned with the goals of Bristol WORKS.
Xelium Ltd Delivered
- Audience-focused landing pages
- Clear user pathways and navigation
- Supporting sub-pages for young people
- Strong calls to action tailored to each audience
- A consistent visual identity across all sections
- A structure designed to encourage greater engagement and participation
