On Monday 23rd January, after years of research and months of development, the new Fraser website was launched. The re-design project saw the creation of a website that is worthy of the world’s leading yacht brokerage.
The cutting-edge graphic design came from Inaria, and was coded into the website by front-end website programmers at Relevance. The Fraser website is developed on a custom CMS, which was built from scratch by Relevance website developers and enables Fraser staff to make advanced changes and updates. Relevance connected with the Fraser API yacht database to be able to display their exclusive collection of yachting CAs on the website. The website’s HTTPS address enhances security, making the contact forms and other pages completely secure, and adds to the heightened SEO of the website. The SEO work that went into the launch included extensive keyword & competitor research, on-page work, content and image optimisation, redirection of the old URLs, technical SEO, as well as best-practice consultancy. The site is also mobile-responsive, which is essential in these modern times where 50% of people now use mobile devices to access yachting websites. The new site is hosted on a global server with international offices and 24-hour support.
Specialising in luxury yachts for sale, luxury yacht charter, yacht management, and superyacht construction, Fraser is an industry-leading, full-service yacht brokerage. As such, the simplicity of the new logo and name conveys the prestige of the brand within the yachting and luxury industries. Commenting on the brand’s updated image Raphael Sauleau, CEO of Fraser, said: “The last brand update was carried out nearly ten years ago, and we felt that it was time to review our brand and look at how we can update it to take the company forward. Following this, the new design is very much an evolution of the existing brand which has always been very strong and recognisable, but now we feel that it reflects the true nature of the level of service we are offering to our clients and the future direction of the company as a luxury brand.”
The user experience remains a top priority: there are now amazing destination sections and yachts have links to the regions in which they are available; Charter Brokers have carefully written new itineraries and Relevance has optimised them for exposure on search engines; and accessibility from all corners of the globe has been improved and the website will be rolled out in many languages in due course. Additionally, pop-up forms on every yacht page give direct access to the vessel’s broker.
Each yacht has a large hero image, deck plan and pricing in three different currencies – American dollars, Great British pounds, and euros. There is also a destinations map for every yachting region on the planet and quotations from brokers who know those areas. Perhaps most importantly, a detailed search function is included and allows prospective buyers and charterers to search by motor yachts for sale or charter/sailing yachts for sale or charter, berths, shipyards, yacht name and age. The ambitious website catalogues every Fraser office and every staff member’s contact details in the world.
Lisa Peck, the Global Marketing Manager at Fraser, said: “We have spent some time developing the new website, it was important for us to find the right combination of functionality and beauty. We feel that the new design successfully reflects these two core elements, and with an ever increasing importance of digital marketing we will continue to develop the site and add further functionality to it over the coming months.”
Relevance has paid special attention to improving the structure of Fraser’s website for natural traffic. There are many further changes that make the user experience that much better on the new website, and will drive more traffic to the Fraser brand: we’ve structured mark-up snippets from Google; we’ve integrated a news section, which allows the content team to update news and links to yachts; and we’ve included feature pages for each shipyard and designer. The content is continually updated and linked to social media channels for social media management, while the news is categorised by sales, charter, construction and management to target readership.
Emilia Romagnoli, Relevance’s Project Manager for the new Fraser website, commented:
“The management team at Fraser ordered a system that will be a natural extension of the brokerage’s operations. By building a new website on a custom CMS, we aimed to mirror how Fraser works: rather than off-the-shelf solutions, we devised bespoke solutions that match the brokerage’s natural workflow. Many of the website’s modules are automated and require minimum effort to manage. Creating new pages, adding new yachts, and publishing news articles do not require any knowledge of HTML and every part of the back end is completely accessible, user-friendly and intuitive.”
Relevance is extremely proud of the website’s finished result and congratulates the team at Fraser. If you would like to discuss your website requirements, please contact the Relevance team.