TraffiGlove logo

TraffiGlove: company website

TraffiGlove are a Safety Glove manufacturer, famous for inventing the original colour-coded traffic light system that shows the glove wearer the cut protection of the glove at a glance. We have worked with TraffiGlove for a long time on various projects but this was our first opportunity to design and build a complete product for them from start to finish.

TraffiGlove: Company Website on an Apple iMac, a MacBook, an iPad and an iPhone
Since the launch of the new site we have seen a dramatic increase in traffic particularly from smartphones and a significant reduction in the bounce rate. Customer feedback to date has been very complementary. We have been more than delighted with the solution that Real Life Digital has developed for TraffiGlove.
Franz Lorenschitz - Marketing Manager at TraffiGlove
Franz Lorenschitz
Marketing Manager

We last worked with TraffiGlove back in 2013, when we created a complex direct-to-consumer eCommerce system for them. Since then, TraffiGlove have expanded and grown significantly and place more focus on supporting their distributors, business-to-business. Coupled with this shift in their business requirements TraffiGlove had become aware of recent changes to the way users consume content and information through a variety of devices, including mobiles and tablets. TraffiGlove were keen to refine and modernise their website, make it responsive and improve search engine ranking (SEO) and usability. The brief was the type of brief that we love here at Real Life Digital. Strip everything back. Refine. Modernise.

TraffiGlove: Company Website on an Apple iMac, a MacBook and an iPhone

We set about tackling these new requirements from a design approach first. Most of the early conversations revolved around the responsive design requirement (so that users could access the site from desktop, laptop, tablet and phones).

We started from scratch, rebuilding visuals from the header down, adopting contemporary flat-design principles and presented TraffiGlove with a complete overhaul of the visual style and layout of the site.

With a few tweaks we signed off on the design style and began re-building the site.

TraffiGlove: Company Website Home page on an Apple MacBook

Some structural data was able to be imported but most of the site was either re-written or extended to a degree that it made sense to re-define and re-enter the data. Much of the content of the site was to be more detailed and intrinsically linked together to enhance the user experience.

We worked hard to clearly define all content entities within the site so that articles would include picture galleries, themed testimonials, file downloads and more detailed “tagging” to allow site expansion at a later date if required.

A view of the Drupal content management system for adding a glove to the TraffiGlove website

We improved usability by employing current best practise web conventions and stripping back the design style to a minimum to de-clutter and reduce cognitive load on the audience. Simple changes from the previous site; such as moving the search box from the footer to the header, moving supplementary menus from the right to the left and making call-to-action buttons distinguishable from boxes went a long way towards making the site more user-friendly.

We also tried to avoid any one page becoming a dead end, instead creating relevant calls-to-action, menus and inline links to aid the user in continuing their journey around the site quickly and easily.

TraffiGlove: Company Website Case Study page on an Apple MacBook

By expanding the site in size, making  and giving TraffiGlove more freedom to write better and longer news stories and case studies (each with their own page) we were able to improve search engine ranking (SEO) dramatically with year on year website statistics showing a visitor traffic increase of +320% YoY (with a +200% increase YoY from mobile devices).

An obscured view of a dramatic increase in website traffic on Google Analytics

We ensured each page had easily editable meta tags and that every image had a title and alt tag to increase visibility to search engines and screen readers. We placed self-updating feeds on many pages to keep the pages updated and relevant and implemented a daily self-updating XML sitemap for search engines to crawl through.

A view of the Drupal content management system for adding meta tags to a page on the TraffiGlove website

We greatly increased the detail attributed to each product and vastly improved upon the usability of the TraffiSearch product finder to aid users in discovering information on each glove quickly and easily.

TraffiGlove: Company Website Glove Product page on an Apple MacBook

The project was a huge success upon launch with positive feedback from both the client and the site's end users. The site is highly responsive and passed Google's responsive tests improving the websites search engine rankings and placing them on the first page of results. The new TraffiGlove website is now more on-brand than its predecessor and has a clear and simple navigable structure which gets users to their end goal faster.

A screenshot from Google's mobile friendly test proving the website passes the test

Since launch, the site continues evolving with the business and we continue to support TraffiGlove with continued new projects and expansions to their website capabilities. We've enjoyed being a part of TraffiGlove's success for over the last few years, and we look forward to enjoying many more with this great client.

A huge billboard advertising the launch of the new TraffiGlove website

Get started

Can we help you with your next digital project? If so then we'd love to hear from you. Whether you want to initiate a project or just ask a question our ears are always open.

Which services do you require?
Tick all that apply
What is your budget?

More recent portfolio

The story of how we built a fresh, performant and SEO-optimised website to showcase the world-class printing machinery of UK and China based Adelco.
The story of how we built an exciting and modern website to showcase the important and beautiful work of a Chichester based living wall company.
The story of how we built a platform on which M&S operates most of their food division processes such as auditing, supplier processes and compliance forms.
The story of how we empowered a highly secure data centre to easily create visually exciting landing pages and funnel their users through the sales pipeline.
The story of how we built a simple-to-use CMS in order to streamline sales processes for a high-quality CNC routing service company based in Uxbridge.
The story of how we built a fresh and modern website for a technical consultancy company based in Farnborough.
The story of how we built a Drupal directory site for the African fertiliser industry on behalf of media giant Argus Media.
The story of how we built a Drupal website for the Royal Collection Trust who are responsible for the Royal Collection & residences of Her Majesty the Queen.