How to transform a dormant website into a ‘quality’ online presence

Any business can transform a dormant website and take advantage of today’s mobile platforms.

Over recent years, opportunities to transform a dormant website have dramatically decreased as businesses realise the benefits of mobile performance. However, during a recent “local businesses” outreach campaign, we encountered an old website development that desperately needed attention.

The business, Avon Lifting Services, had their website created when mobile platforms had nowhere near the functionality they have today. As an old, static, image-driven website, the need or opportunity to develop it was either unavailable or unimportant. Because website protocols had significantly moved on over the years, the website was failing on many counts. Images didn’t load properly, menus failed, and there was no way for visitors to interact or reach out. For a company whose reputation hinges on professionalism and service, this needed to change.

The following post is a story of how to transform a dormant website into a dynamic, client-focused portal. ALS now benefits from a modern, interactive, mobile-responsive platform that truly reflects their own high-quality expertise.

Establishing the challenge

Our campaign goal was fairly simple and straightforward: start afresh. During our first meeting with the ALS Directors, Matt Bacon and Ed Larman, they both held up their hands. Together, they admitted that the business hadn’t paid any attention to their website for some years. We also had to be brutally honest with them, letting them know that their dormant site was more than an aesthetic problem. Their website was a growth barrier. No “live” text, no responsive design, dated imagery and zero functionality meant that it was potentially losing them business.

They both agreed wholeheartedly that their website needed to match the high standard of service they deliver on the ground. With their buy-in, the project began in earnest.

Scoping a deep dive into requirements

From the very first scoping session, our aim was to explore every corner of ALS’s digital needs. We also explained that this was an opportunity to make critical decisions about how they wanted their business communicated today. So, together with Matt and Ed, we conducted a root-and-branch audit of:

• Content structure: Which services deserved top billing and which could be removed?
• Navigation flow: How could clients find what they needed in three clicks or fewer?
• Feature wishlist: What practical tools would streamline inquiries and operations?

ALS’s must-haves

1. Interactive contact form to capture details directly from the site.
2. Mobile-responsive “tap to call” button, making it effortless for smartphone users to connect.
3. Email integration, requiring direct contact with their existing I.T. provider.
4. Job Logic integration, ensuring incoming leads drop straight into their existing job-management system.

Our enhancement proposals

• Illustrated location map on the Contact page, making a hard-to-find office location much simpler for visitors.
• Simplified, benefit-driven content, complemented by high-quality imagery.
• Homepage teaser video, giving visitors an immediate sense of ALS’s professionalism in action.

We also floated the idea of a full brand refresh – new logo, fonts, colour palette, tone of voice etc. Matt and Ed decided to focus on the website redevelopment for now, keeping the scope tight and the timeline lean.

Assembling the assets

With the framework agreed, our next phase was gathering everything we’d need:

1. Video production: We worked with high-quality library footage to arrive at a final edit 60-second homepage video. It highlights their main service areas, crews in action, state-of-the-art equipment and the teamwork that defines ALS’s approach.
2. Photography: We curated a balanced mix of in-house and carefully selected stock images. This was to ensure that each photo reinforced the text and showcased real client environments.
3. Copywriting: Our writers drafted clear, approachable headlines and service descriptions. After collaborative edits with ALS, every sentence struck the right professional yet friendly tone.
4. Technical preparation: By liaising with ALS’s I.T. provider, we secured hosting credentials, set up the control panel and configured email routing. Any email inquiries would now land directly in ALS’s inbox.

Building the new website

We selected a robust CMS that empowers ALS to make future content updatesthemselves without any coding help. The hosting environment was optimised for speed and reliability, ensuring fast load times and 24/7 uptime.

Creative parallax design

To bring the site to life, we used parallax scrolling. Background and foreground elements move at different speeds, creating a subtle yet engaging illusion of depth. This approach elevates the browsing experience without feeling gimmicky.

Responsive excellence

• Every page was painstakingly tested across devices:
• Desktop: Full-width imagery and expansive layouts
• Tablet: Touch-friendly menus and fluid grids
• Mobile: Fixed “tap to call” button, collapsible accordions for service details

Early feedback and future possibilities

ALS were delighted with their new online presence with positive comments about the site’s new look and feel. They now have a website built specifically for today’s mobile platform that will perform well and can be developed over time.

Looking forward, ALS and Red Thread are discussing additional enhancements:

• Blog section for sharing industry insights and client success stories
• Bespoke photography to demonstrate services and Team portraits
• Brand evolution workshop to refresh ALS’s visual identity

For now, we’re proud to have helped Avon Lifting Services bridge the gap between their real-world excellence and their digital presence. A functional, responsive and beautifully designed website ensures that their online image keeps pace with their reputation on the ground.