Central Pharma Website Transformation Project | Xigen

Central Pharma provides pharmaceutical supply chain and manufacturing services, with the goal of increasing access to vaccines and other large molecule Biopharma products in regions where supply is limited, and to provide better quality products to the growing populations of those regions and globally.

As an industry leader, Central Pharma continually invests in new technologies and its people for ongoing growth, environmental responsibility and to ensure world class services for its many and varied clients.

Service overview

The challenge

Central Pharma wanted a new website to reflect their standing as a leader in their sector. They wanted to project the Central Pharma brand around the world and easily communicate with potential customers. They wanted to ensure that website users could find information about services and be able to make contact quickly and easily.

Consultation

Every Xigen new website design and development project begins with an all-important discovery phase. This initial consultancy stage was important to understand Central Pharma’s needs and expectations, and to establish where website improvements could be made.

We implemented a full audit of Central Pharma’s existing website to identify areas where performance could be improved for users and for the Central Pharma content team.

One of the key issues with Central Pharma’s old website was that they found managing content challenging.

The old website’s content management system (CMS) was not user-friendly, making adding content more difficult than it should be.

Our solution was to create Central Pharma’s new website using the WordPress platform. WordPress is the world’s most popular CMS and is straightforward to use. Central Pharma can now easily and quickly access their new website from anywhere at any time to manage their content easily and quickly.

Our in-house WordPress specialists manage Central Pharma’s new website’s backend: monitoring performance, conducting optimisation testing, implementing updates and ensuring ongoing website resilience and security.

Engaging Target Audience

An important part of the new website design was taking into account the many different types of customer that might want to use Central Pharma’s services—from very small, local businesses to independent manufacturers and global companies.

For the widest appeal, we kept design clean and messaging simple, with stronger, updated brand identity throughout.

Large, high-quality images were used to instantly communicate Central Pharma’s services, professionalism and values.

We created simple UIs to enable users to choose the level of information that they want about a particular service or services, with more detail being given as users clicks through their journey. This lightens cognitive load on the homepage to help increase engagement and reduce bounces.

Enhanced User Experience

During Central Pharma’s old website audit, we discovered that user journeys were fragmented. This formed the main thrust of our recommendations for changes to be made for the new website, to ensure that UX was lower friction and more intuitive.

The first page element that we included was a discreet automated carousel showing Central Pharma’s global accreditations. This, being at the top of the homepage, immediately helps to instil a sense of professionalism, trust and authenticity that’s crucial in the pharmaceutical and healthcare sector.

We simplified the homepage, to be less cluttered and more streamlined. We introduced clear information blocks based on each of Central Pharma’s services:

Each block has a visible overview and a CTA for users to easily find more detailed information. This enables them to quickly understand what Central Pharma does and then if they so choose, to take a deeper dive into the sections that interest them. These attributes can also be accessed via the 'what we do' drop-down menu at the top of the page.

We created a short but important section to allow Central Pharma to communicate why potential customers should choose them over their competitors. This includes short overviews of six value propositions concerning:

The next section highlights the latest Central Pharma and pharmaceutical sector news, with CTAs leading to the News page for news stories, articles and insights. We also included a large CTA banner at the bottom of the homepage directing user queries and potential customers to the Contact page.

We redesigned the Contact page, making information clearer and to simplify the contact process. We tightened up the form by removing unnecessary fields and reworking copy to be more engaging. We kept the page clutter-free, using white space and discrete font size and colour within the form.

We also included a sticky CTA for potential customers to access the contact form at any point in their journey through the website.

“It’s always good to work with a client that values quality artwork and products. The huge scope of the project was something that I couldn’t pass up without giving my fantastic team the chance to shine.”

James Pruden
Studio Director, Xigen