Alchemy builds bespoke CMS website and branding for Inspectorate


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Inspectorate is one of the world’s leading inspection and testing companies, ensuring the exact quantity and quality of a vast range of trading commodities; from petrochemicals to consumer goods, and thereby safeguarding the interests of all parties involved in trading transactions.

Inspectorate on screen

The Challenge

As a world leading company in their field, Inspectorate needed to create an online brand image that was befitting of their reputation, in the form of an informative - yet user friendly - international group website.

The challenge was to provide a consistent approach across the global group with a bespoke content management system, that was DDA (WAI) compliant, so that the team could eventually manage, edit and update the site themselves in future.

The site also needed to include some form of flash interactive map.

The Solution

Alchemy designed a creative, functional, navigable site that firmly positioned Inspectorate as the world’s leading experts in their field. Key facets of the site included:

  • An interactive flash contacts map that allows the user to quickly identify the services on offer in their locality, and crucially, make direct contact with the most relevant person ‘on the ground’ in that area.
  • A Content Management System (CMS) which allows internal Inspectorate staff to manage, edit and update the site, keeping content fresh, relevant and up to the minute.
  • Search Engine Optimisation (SEO) to help generate real interest from more general search enquiries.
  • A Pay Per Click campaign, in association with Google, so that when a key word or phrase, such as ‘ethanol testing’ is typed into Google as an enquiry is now one of the top two results.

The Result

The Inspectorate website paid for itself within the first three months as it prompted an upturn in enquiries of 2400%, many of which became sales leads.

Now attracting an average 12,500 visitor sessions per month (38.75% generated from search engine enquiries), each visitor spends just over two minutes perusing the site, generally taking in 3-4 pages1.

The flash contacts map we were asked to create is consistently the most popular page (after the home page), but perhaps most tellingly, competitors quickly started to mimic elements of the site; clearly hoping to replicate the success of Inspectorate’s new site.

But don’t just take our word for it...

Elliot Holmes, Inspectorate’s Group Administration Manager, and the key contact overseeing the project says,

“(Alchemy) have been, and continue to be, an excellent partner. They consistently impress us. The initial project had some really demanding deadlines - the ‘go-live’ was set for the first working day of the New Year – but the team at Alchemy burned the midnight oil, even over the Christmas holiday period, to keep us on track. The site exceeded our expectations and has delivered on all fronts; it met the brief, it brought us up to date, it has since been “mimicked” by some of our competitors and probably most importantly has started working as a sales generation tool for us.”

1. Data based on the monthly average for the last 16 months.


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