Manchester-based digital agency, First Internet, has launched a new corporate website for PZ Cussons, the international consumer products group behind brands including Carex, Childs Farm, Imperial Leather, Original Source, St. Tropez and other locally loved brands in other markets.
The new site was built to give investors, prospective employees and other stakeholders a clearer view of the group's purpose, strategy, investment case and value creation story. It replaces a site that PZ Cussons had identified as requiring investment to tell a clear and compelling brand-building story overall.
Early results include a 32% increase in active users, a doubling of views on the careers pages, and a 43% increase in organic search click-through rate. Active engagement time is also up by 47 seconds per user.
First Internet delivered the full build in six weeks to meet PZ Cussons' fixed launch at a senior leadership event, temporarily scaling up its team with two additional developers and extra client services support. The build included a new modular block-based architecture hosted on a new WPEngine environment managed by First Internet. The site was tested to WCAG 2.1 AA accessibility standards, built with a redirection strategy to preserve existing SEO value and integrated with Workday to surface live vacancy content directly on the careers pages.
For investors, the new site introduces a refreshed regulatory news feed, easier navigation to financial disclosures, and updated strategy content. For prospective employees, enhanced careers pages combine culture and DEI content with the new Workday integration, allowing candidates to browse live roles on-site before linking through to apply. Across the site, a visual overhaul was designed to lift engagement for every audience.
The site also gives PZ Cussons' brand portfolio more room to tell its story, with richer imagery, video and more frequent news updates spotlighting developments across the group's brands, including Childs Farm, one of the more recent acquisitions.
James Scroggie, Head of Digital Solutions at PZ Cussons, said: “We wanted a website that finally does justice to the scale and ambition of this business. One that speaks clearly to investors, tells our brand stories properly and gives candidates a real sense of who we are. First Internet understood that from day one and delivering a project of this scope in just six weeks is a real credit to how closely the teams worked together.”
Kat Rodway, Client Services Director at First Internet, said: “This was a truly collaborative build, with content, functionality and briefing evolving together as the project progressed. Hitting PZ Cussons' launch deadline in six weeks, while meeting AA accessibility standards and building a site structure the internal team can scale and update themselves, is exactly the kind of outcome we set out to deliver. We’re thrilled with the result.”
For more information, visit www.pzcussons.com or www.firstinternet.co.uk.
