Background
With audiences ranging from member businesses and policymakers to journalists and the wider public, Salmon Scotland needs to make a wide range of industry information accessible and easy to understand.
The original website struggled to serve those needs. Content was difficult to navigate, members lacked visibility and the team needed a simpler way to manage updates. Beyond the main website, valuable information was also held in formats that limited how easily it could be accessed and shared.
Challenge
The priority was to make Salmon Scotland's information more useful to the people who need it. That meant understanding its audiences, organising content around their needs and giving member businesses greater prominence.
We also looked beyond the main website. How could detailed guidance be made easier to use? And how could a physical map, valuable in meetings but tied to one location, become a resource the team could share more widely?
Solution
We restructured the main website to make industry information easier to find, with clearer navigation and dedicated sections for news, facts, reports and careers.
Member profiles give producers and supply chain businesses greater visibility, while a flexible CMS makes content easier to manage. We also developed a protected members' area for sharing resources, announcements and opportunities, with further improvements planned.
For the interactive map, we transformed a physical office map showing member companies, salmon farms and other locations into an online resource that can be explored and shared from anywhere.
We gave Salmon Scotland’s Code of Good Practice its own website, making detailed guidance easier to explore and download. Recent CMS integration also simplifies ongoing updates.